Local SEO
Optimisation strategies that help businesses appear in local search results and Google Maps for nearby queries.
Full definition
Local SEO targets location-based searches — 'dentist near me', 'plumber in Chicago' — where Google shows a 'Local Pack' of three business listings before organic results. The core pillars are: Google Business Profile (GBP) optimisation, NAP (Name, Address, Phone) consistency across directories, local citations, localised on-page content, and reviews. Google's local ranking algorithm weighs Relevance (how well a business matches the query), Distance (proximity to the searcher), and Prominence (how well-known the business is online). Local SEO is critical for brick-and-mortar businesses — 76% of people who conduct a local search visit a business within 24 hours.
Real-world example
A restaurant optimises their Google Business Profile with updated photos, responds to all reviews, and builds 40 local citations. Their 'restaurant near me' ranking moves from position 8 to position 2 in the Local Pack.
Related terms
A free Google tool that lets businesses manage how they appear in Google Search and Maps, including reviews, hours, and photos.
Read definitionThe consistent business information — name, address, and phone number — used across all online directories for local SEO.
Read definitionStructured data code added to a webpage to help search engines understand content context and display rich snippets.
Read definitionThe page displayed by a search engine in response to a query, containing organic results, ads, and features like Local Pack and Knowledge Graph.
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