What Is Local SEO?

Date First Published: 15th January 2023

Topic: Web Design & Development

Subtopic: SEO

Article Type: Computer Terms & Definitions

Difficulty Level: 5/10

Learn more about what local SEO is in this article.

Local SEO is the process of optimising a website for local search results. The local search results are the businesses, products, or services that are listed in the local packs or map packs and are near users or in a specific location.

When Google's algorithms detect that the user's search intent is local, meaning that they are looking for something in the area around them, the local and map pack results will appear right at the top of the first page of the search results and show results relevant to the user's location. For example, when searching for something like 'Mexican restaurants near me', the local search results will appear above all the organic search results and Google will detect that the searcher has a local need. Google can detect people's location and show relevant results by their IP address. Below is an example of the map pack in the Google search results for the search term 'Mexican restaurants near me'.

Local search has been around for a long time. It was originally limited to people only using their desktop computers, but with the rise in the usage of mobile devices, mobile search has become much more widely used, so local SEO is important for any business that offers local products or services. It is an effective way for businesses to increase their website traffic, leads, sales, and revenue.

How Does Google Determine Local Ranking?

Google determines local ranking using three main factors. These include:

• Relevance - This is how well a local business profile matches what someone is searching for.
• Distance - This is how far away each search result is from the location term used in a search. Distance will be calculated based on what Google knows about a user's location if a user does not specify their location in a search.
• Prominence - This is how well known Google considers a business to be and is the most complex local ranking factor. Google tries to consider how prominent businesses are in the offline world. For example, famous shop brands are more likely to be prominent in the local search results. Prominence is also based on information that Google has about a business, including links across the web, review count, and review score.

How To Optimise A Business For Local SEO?

Even though it is not possible to request or pay for a better local ranking on Google, businesses can optimise for local SEO by the tips below:

• Ensuring that they have created a Google My Business page and have optimised it. This is an important part of local SEO as it allows businesses to rank in the map pack.
• Having a link building strategy.
• Generating positive customer reviews.
• Ensuring that the business name, physical address, and phone number are consistent online.
• Adding location pages to its website.
• Keeping their opening hours accurate and up to date.
• Verifying their business location.
• Responding to reviews that users leave.
• Adding photos to its business profile.

Types Of Businesses That Need Local SEO

Any local business wants to be found on Google will need local SEO. These can include:

• Bars and restaurants
• Coffee shops
• Colleges and universities
• Government agencies
• Hair salons
• Law offices
• Local marketing agencies
• Local non-profit organisations
• Manufacturers
• Medical service providers
• Museums
• Photographers
• Plumbers
• Real estate companies
• Stores and boutiques