What is Local SEO?
Understanding the difference between local SEO and traditional SEO
Local SEO is the practice of optimizing your online presence to attract customers from local searches. It focuses on appearing in geographically-related search results.
Local SEO vs Traditional SEO
| Aspect | Traditional SEO | Local SEO |
|---|---|---|
| Goal | Rank globally for keywords | Rank locally for "near me" searches |
| Results | Organic blue links | Local Pack (map results) + organic |
| Key factors | Content, backlinks, technical | GBP, reviews, citations, proximity |
| Competition | Global websites | Local businesses in your area |
Who Needs Local SEO?
Local SEO is essential for:
- Brick-and-mortar businesses with physical locations customers visit
- Service-area businesses that travel to customers (plumbers, electricians)
- Multi-location businesses with multiple storefronts
- Professional services (lawyers, doctors, accountants)
- Restaurants and hospitality businesses
Key Components of Local SEO
1. Google Business Profile
Your GBP listing is the foundation. It determines how you appear on Google Maps and in the Local Pack.
2. Reviews
Customer reviews influence both rankings and consumer decisions. Quantity, quality, and recency all matter.
3. Citations
Mentions of your business name, address, and phone number across the web. Consistency is critical.
4. On-Page SEO
Your website still matters. Local keywords, location pages, and schema markup support local rankings.
5. Link Building
Local backlinks from community organizations, local news, and business directories signal local relevance.
The Local Search Ecosystem
Google uses signals from multiple sources to determine local rankings:
┌─────────────────────────────────────────────────────┐
│ Google Search │
├─────────────────────────────────────────────────────┤
│ ┌─────────────┐ ┌─────────────┐ ┌─────────────┐ │
│ │ GBP │ │ Website │ │ Citations │ │
│ │ Profile │ │ Content │ │ & NAP │ │
│ └─────────────┘ └─────────────┘ └─────────────┘ │
│ ┌─────────────┐ ┌─────────────┐ ┌─────────────┐ │
│ │ Reviews │ │ Backlinks │ │ User │ │
│ │ │ │ │ │ Signals │ │
│ └─────────────┘ └─────────────┘ └─────────────┘ │
└─────────────────────────────────────────────────────┘Why Local SEO Matters
- 46% of all Google searches have local intent
- 76% of people who search for something nearby visit a business within a day
- 28% of local searches result in a purchase
- 88% of consumers trust online reviews as much as personal recommendations
Next Steps
Understanding local SEO fundamentals is just the beginning. Next, learn how Google actually processes and ranks local searches.