Local Search Engine Optimization (LSO) helps a business appear in the unpaid, "natural" results of a search, including the local map pack. Because 46% of Google searches are local and competition for those terms is lower than for high-value keywords with online purchasing intent, brick-and-mortar businesses can stand out and reach nearby customers who are ready to buy.
What is local SEO and how is it different from standard SEO?
The process mirrors general SEO but focuses on rankings in local results and map listings rather than national ones. That includes the "natural" or organic results tied to a searcher’s location and the placements on Google Maps. Google decides local rankings partly through proximity, so customers can find a business even when they don’t type "near me" or a city name.
How do Google Maps and a Google Business Profile help?
Adding Google Maps to a site lets customers locate a business quickly. Pairing that with an updated Google Business Profile attracts local customers and feeds the signals Google uses for local rankings.
What on-site resources should you build for local searches?
Create useful pages for your target audience, such as a directory of nearby businesses or a city-wide calendar. Pages need to be mobile-friendly: 65% of mobile users run searches online before visiting a business, and those users often look up reviews and contact information on their phones.
How do citations and NAP affect rankings?
Local citations are mentions of a business’s name, address, phone number, and website. They verify business details and can supply beneficial backlinks. Keep your NAP consistent across your website, and Google treats that information as crawlable HTML text, which improves location-based search results.
Which free tools help manage local listings?
Free tools let you manage listings across several web directories at once, find more cost-effective advertising options, and keep information consistent on multiple sites. Used well, they give an edge over competitors without added spend.
How do social signals fit into local SEO?
Social networks such as Facebook, Twitter, and Instagram matter for reaching customers, especially when you use location-based tools. Google pays special attention to social signals when deciding rankings, so promoting your business on social media builds credibility, trust, and visibility that support SEO.
What role do reviews play?
Online reviews offer actionable insight into how a local SEO campaign is working and influence the customers who read them before deciding where to go.
How should you balance local and broader SEO?
Build authority in your local area by ranking for the keywords your nearby customers actually use, and don’t ignore global SEO entirely. The wider audience catches customers who search outside your immediate geography, while the local work keeps the people closest to you from going to a competitor down the street.
FAQ
What is local SEO?
Local SEO is a method of online marketing that focuses on a business’s visibility in the unpaid, "natural" results of a search, including local map listings.
Why does local SEO matter for brick-and-mortar businesses?
46% of Google searches are local, and competition for those searches is lower than for high-value keywords with online purchasing intent, which makes it easier for local businesses to stand out.
What are the most important local SEO tactics?
Use Google Maps and a Google Business Profile, build mobile-friendly local resources, keep NAP (name, address, phone number) consistent, earn local citations, manage listings with free tools, and use location-based social media features.
Related coverage
- How Local Search Engine Optimization Can Increase Your Visibility and Generate More Leads
- How to Optimize Your Website for Local SEO