What is local SEO and How does local SEO work?

Search engine optimization (SEO) is one of the common practices that implementing on online tactics to optimize the websites and naturally increase their visibility and rank in the search engine results pages (SERPs). While general SEO can help your business rank for keywords nationally. Local SEO can target specific audiences in your area to attract leads and increase conversions to your business. Moreover, with local SEO, businesses are able to promote their products and services to local customers specifically in a targeted area.

Local search is powerful for small businesses. Almost 46% of all Google searches are looking for local information. Which means that if your business isn’t optimized for local search, you could be missing out on potential customers who are ready to shop in your areas. 

local seo

Customers are searching for the best products and services near them – and they want answers vey quickly. If you own (or do online marketing for) a local business, you can understand the challenges that presented in this kind of campaign vs that of non geo-specific brands on that area.

Local SEO is a search engine optimization (SEO) strategy that helps your business be more visible in local search results on Google and other search engines. Any business that has a physical location or serves in a geographical area can get more benefits from local SEO. If you search Google for any important keywords related to your business can map on Google business and related listing platforms that an helps you to grow your business with the help of local SEO.


What is meant by Local SEO?

Local SEO (Search Engine Optimization) is the process of improving the search engine visibility for local businesses on Google and other search engines. When people close to your physical location perform a search or when a search includes a specific location. By following local SEO best practices, businesses can improve organic traffic from searches performed by customers in nearby areas. Local SEO optimizes websites in order to increase traffic, leads, and brand awareness from local searches. Common tasks associated with local SEO include finding local keywords, optimizing a business’s Google My Business profile, and building “NAP” citations.

Specifically, aiming to rank high in the search engine result pages (SERPs) through local searches. Local search engine optimization is a branch of SEO that focuses on optimizing a website to be found in local search results.
For example, local SEO tactics that help businesses surface in Maps or search results when someone out and about on their phone types in ‘best pizza Kochi’ or ‘Pizza near me’.

The same thing happen when people who are looking to visit your town or city and searching for businesses in your area in advance.

To boost online visibility, we want to show Google that your business is worthy of appearing at the top of search results for certain terms and searches.

Local SEO (Search Engine Optimization)

How Does Local SEO Work?

When someone does a search, Google scans through its index to provide the best results for that person’s query. It is a complex program that decides what to surface in search results for a given query is called an algorithm. The organic Google algorithm dictates most search results. But when it comes to local results, the algorithm has a little difference. It takes into a consideration more factors than the standard search algorithms.

The Google local algorithm relies on three key things:

Relevance – is the business being surfaced appropriately relevant to the search query at hand?

Google business’s relevance tactics like:

  1. Selecting the correct category for your business from directories
  2. Include your business’s keywords in descriptions and in content
  3. Creating relevant content to your business expertise 
  4. Use title tags and meta descriptions
  5. Schema markup
  6. Getting links from local and industry-relevant websites links. 
Prominence – is the business being surfaced trusted?

They are trying to prove that Google can trust your business – trust that its information is accurate, trust that it exists, and trust that it’s worth considering. The search engines will try to find this data and rank the business based on prominence.

Prominence can be demonstrated in a few ways:

  1. Building local links
  2. Creating and sharing relevant articles and contents
  3. Getting listed in directories
  4. Building up more mentions of your business in online
  5. Developing a strong reviews profile
  6. Having active social media platforms 
  7. Being mentioned by local media or government sites
Proximity – is the business nearby to the searcher?

business search based on keywords strong. There are three ways a user can perform a local search; non-geo-modified, geo-modified, and ‘near me.’

What are geo-modified searches? These include the city, neighborhood, or area you want to search in the term itself. For example, ‘plumbers in Brooklyn’ is a geo-modified search.

Geo-modified search

What are non-geo-modified searches? Non-geo-modified searches do not include any location name in the search term. For example, ‘plumbers’ or ‘best plumbers’.

Non-geomodified local search

What are ‘near me’ searches? As the name suggests, in these  searches the user specifies it wants nearby results, e.g. ‘plumbers near me’ or ‘plumbers nearby’.

Near me local search

Why local SEO important for SEO?

If you’re a business owner, you’ve probably heard about the importance of investing in Local SEO. The 46% of all searches in Google have “local intent” (Search Engine Roundtable). The 29% of all Google SERPs contain a local pack in the results (RankRanger). The Google shows that 76% of consumers that search for something local on their phone visit a store that day (Google). The 61% of those searches result in a purchase, Local SEO is nothing to scoff at. It doesn’t just increase traffic to your website; it increases targeted traffic.

So it’s clear that local searches make up a huge chunk of the SEO world. And if you can get your local business in front of these searches, there’s a good chance that will gives a new way to success. Optimizing for local search is important, especially for businesses serving specific towns, cities, regions, and even states.

When done right, local SEO allows people to find information about your business quickly and easily, and putting them one step closer to a transaction. Local SEO is the perfect way to get in front of these more valuable customers. Local SEO focuses on improving visibility everywhere online. They largely be focusing on Google and Google Maps throughout this guide.



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