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Local SEO

Local SEO (Search Engine Optimization) is a subset of SEO that focuses on optimizing a business’s online presence to improve its visibility in local search results.

This is crucial for businesses that rely on local customers, such as brick-and-mortar stores, restaurants, and service providers. By ranking higher in local search results, businesses can attract more customers, increase foot traffic, and ultimately boost their revenue.

Understanding Local Search

Local search is a type of search query with location-specific intent. These searches often include a geographic term or “near me” queries. Search engines like Google use a user’s location to provide more relevant and accurate results for local searches. Some examples of local searches are:

  1. “Coffee shops in New York City”
  2. “Plumbers near me”
  3. “Pizza delivery in San Francisco”

Key Components of Local SEO

  1. Google My Business – Google My Business (GMB) is a free tool that allows businesses to manage their online presence on Google Search and Google Maps. An optimized GMB listing is essential for local SEO success. Claim, verify, and optimize your Google My Business listing.
  2. NAP Consistency – NAP (Name, Address, Phone Number) consistency is crucial for local SEO. Ensure that your business’s contact information is accurate and consistent across all online platforms, including your website, social media profiles, and local directories.
  3. Local Citations – A local citation is a mention of your business’s NAP on external websites, such as local directories, review websites, and social media. Consistent and accurate local citations can improve your local search rankings. To build citations, use tools like BrightLocal and Moz Local.
  4. On-Page SEO – Optimize your website’s content, meta tags, and URLs for local search by incorporating relevant local keywords. This includes optimizing title tags, meta descriptions, header tags, and body content.
  5. Local Link Building – Acquire high-quality, locally relevant backlinks to boost your website’s authority and local rankings. Connect with local businesses, participate in community events, and contribute guest posts to local blogs.
  6. Online Reviews – Encourage customers to leave reviews on your Google My Business listing and other relevant platforms. Respond professionally to feedback and use tools like Yelp and Trustpilot to manage your online reputation.

Local SEO Ranking Factors

According to a Moz Local Search Ranking Factors study, some of the most influential factors for local search rankings are:

  1. Google My Business signals (proximity, categories, keywords)
  2. Link signals (inbound anchor text, linking domain authority, linking domain quantity)
  3. On-Page signals (presence of NAP, keywords in titles, domain authority)
  4. Citation signals (NAP consistency, citation volume)
  5. Review signals (review quantity, review diversity)
  6. Social signals (Google engagement, Facebook engagement)

Measuring Local SEO Success

To measure the success of your local SEO efforts, track key performance indicators (KPIs), such as:

  1. Local rankings in search engines
  2. Organic website traffic from local searches
  3. Click-through rates (CTR) from local search results
  4. Leads and conversions from local search visitors


For additional information and guidance on Local SEO, consider these resources:

  1. Moz Local Learning Center
  2. BrightLocal’s Local SEO Blog
  3. Google’s Guide to Improving Your Local Ranking on Google
  4. Ahrefs’ Local SEO Guide

In Conclusion

Local SEO is a vital strategy for businesses that rely on a local customer base. By optimizing your online presence for local search, you can improve your business’s visibility, attract more customers, and increase revenue.