Definition:
Local SEO is the optimization of a business’s presence in search engines to improve its visibility for queries related to a geographical area. Its purpose is to help people find establishments or services that operate in the location they are interested in.
It can involve both business profiles and maps, as well as pages on the business’s website. It is not the same as buying advertisements and does not guarantee a particular position in search results.
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How local SEO works
Local SEO connects the business’s activity and location with search intent. A query may specify a city or neighborhood, such as "restaurant in Segovia", or express proximity, such as "restaurant near me".
Search engines can estimate location using different signals, such as the IP address or the location provided by the device. There is no division whereby computers only use IP addresses and mobile devices only use other geolocation methods. A person can also search for businesses in a place other than their current location.
In Google, local results are primarily based on relevance, distance and prominence. The explanation of these factors distinguishes how well a business matches the query, its proximity and how well known it is. Businesses cannot pay for a better organic local ranking.
The following elements can be worked on:
- Google Business Profile: create or claim a profile when the business meets the requirements, and keep its real name, address or service area, telephone number and opening hours up to date. Having a profile does not guarantee appearing in every search.
- Local citations: review mentions of the business’s name, address and phone number, or NAP, in directories and other relevant websites. The information should identify the business correctly; its formatting does not need to be identical character by character.
- Reviews and ratings: make it easy for customers to share genuine experiences and provide helpful responses. Google states that the number of reviews and positive ratings can help local ranking. This effect should not be extrapolated to every review published on another platform.
- Local keywords: describe the services and areas served using natural language. Repeatedly adding city names is no substitute for a real offering or useful information about each location.
- Local links: obtain relevant mentions and links from media outlets, associations or other organizations related to the business’s activity. A link’s local origin alone does not guarantee its quality or an improvement in rankings.
- Page optimization: use titles, headings and content that explain the business’s activity and location. Meta descriptions can help present the page in search results, but should not be treated as a guarantee of rankings.
- Localized content: publish original, useful information about establishments, services or activities in the area when it relates to the business. There is no need to create generic local news or nearly identical pages for each town.
Platforms besides Google Business Profile
Local presence is not limited to Google. Bing and Apple offer tools to manage business information that can appear in their search engines, maps and other services.
Bing Places for Business
Bing Places for Business allows businesses to claim and manage listings for Bing Search and Bing Maps. Bing is the search engine; Bing Maps is its mapping service.
The Bing Places platform allows businesses to maintain information such as their address, telephone number, website, opening hours and photographs. It also offers options for importing information from Google; imported data should be reviewed without assuming it will remain automatically synchronized.
The appearance of third-party reviews in a listing does not mean they can be managed through Bing Places. Their source and the options offered by the originating platform should be checked.
Apple Maps
Apple Maps displays information about establishments that can be used to find places, look up contact details or plan routes. It is also connected with searches made through Siri and other Apple services.
Apple Business integrates the features previously offered by Apple Business Connect for managing businesses’ presence. It allows businesses to work on place card information, such as opening hours, contact details and photographs, as well as certain customer actions.
Available features and rating systems may vary by country and service. It should not be assumed that all listings display reviews from the same providers or that having a listing guarantees visibility in every search.
Why local SEO matters
Local searches help people find businesses that can meet a need in a particular area. They are useful for both residents and visitors, and can be made at the destination or while planning a trip.
Someone looking for an open shop may need to act immediately, whereas someone comparing restaurants for a trip may decide days later. Local intent does not always imply an immediate purchase.
Keeping information accessible and up to date makes it easier to check whether a business offers a service, where it operates and how to contact it. When evaluating results, it is important to distinguish profile views, clicks, calls, requests for directions and conversions. Requesting a route does not by itself demonstrate that the establishment was visited.
Benefits of local SEO
Working on local presence can offer different benefits, depending on the business, competition and users’ response:
- Geographical visibility: helps the business be discoverable in searches related to its area of activity, without ensuring that it appears to everyone in that area.
- Ease of taking action: allows people to check opening hours, get in touch, book or plan a visit when those options are available. Offering them does not guarantee that the user will complete them.
- Information that supports decisions: consistent details, photographs and customer experiences help people evaluate an offering. A high position does not amount to a search engine’s certification of quality.
- Discovery by new audiences: can introduce the business to residents or visitors who do not yet know it. Its effect should be assessed through business results, not just the position observed in a search.