Local SEO
Optimization strategies to improve visibility in location-based searches and Google Maps listings.
Definition
Local SEO focuses on improving visibility for geographically-related searches. Key elements include Google Business Profile optimization, local citations, reviews, location-specific content, and local link building.
Local search has different ranking factors than general organic search. Proximity, prominence (reviews and citations), and relevance all influence local pack placement independently of traditional rankings.
Why It Matters
For businesses serving local customers, local SEO often drives more revenue than general organic. "Near me" searches have exploded, and appearing in local results captures high-intent customers.
Mobile search has made local even more critical. Users searching on phones often have immediate intent, making local visibility essential for capturing in-the-moment decisions.
Examples in Practice
A restaurant optimizes their Google Business Profile with updated photos, posts, and Q&A—seeing foot traffic increase 40% from improved local visibility.
A service business builds local citations across 50+ directories, improving local pack presence and dominating "service + city" searches.
A multi-location business creates unique, locally-relevant content for each location page, ranking in local results for each market rather than just headquarters.