What is Local SEO, and How Does It Work? 

Discover how Google interacts with local websites in this comprehensive guide to local SEO. Start optimizing your site for local search results to help your business grow. 

Local SEO is a strategy that improves your business’s visibility in local search results on Google 

Any business with a physical location or serving a specific geographic area can benefit from local SEO. If you search for significant keywords related to your company and see a map with three listings below the search results (commonly referred to as the map pack), then local

How did search engines evolve? 

In the early days of the internet, there were relatively few websites, making navigation easy. However, as the internet began to expand, search engines were developed to help users find the sites they were looking for more easily. 

When you typed a phrase into a search engine, it matched that phrase to websites containing the keywords you entered. Google adopted this method but quickly outpaced other search engines by becoming the first to use links between sites as a way to assess which websites were trusted and had authority. 

Today, Google considers hundreds of factors—both on and off your website—to determine its relevance as a search result. These factors make up your “digital footprint,” with each factor carrying different weight or value. Google combines these factors to generate search results. Your digital footprint ultimately determines whether your site appears as a top result for a user’s query.

How Google ranks search results 

Google employs a variety of processes to rank hundreds, if not thousands, of websites almost instantaneously. These processes are known as algorithms. When you perform a Google search, an algorithm scans the index and generates a list of websites that best match your query in the organic results. 

The selected results are ranked based on factors such as relevance, prominence, and popularity, which are influenced by inbound links. The algorithm evaluates both on-site and off-site factors to determine which websites are related to your search. All relevant sites are compiled into a list, which is then ranked according to their prominence. 

By examining various on-site and off-site elements, the algorithm identifies which sites most effectively answer your query, and those are displayed at the top of the search results. By improving your SEO, you can enhance your site’s relevancy, prominence, and link popularity. When the key components of your site’s digital presence are optimized, your site is more likely to appear higher in search results.

What about local organic search results? After analyzing user behavior during trillions of searches, Google discovered that people looking for specific types of businesses often need results from their immediate area. This is why Google’s local search algorithm includes a proximity factor, meaning it takes your location into account when you search for a local keyword (a query with local intent). This occurs even if the searcher doesn’t include a city name or “near me” in their query. 

For instance, if you’re at work and want to order pizza for lunch, searching for “pizza delivery” will display a list of nearby locations in the local SERPs (search engine results pages). However, if you perform the same search from home, you will receive an entirely different set of results. This makes sense, as you need a pizza delivered from a nearby restaurant. 

Local search has been around for years, but it was mainly limited to desktop computer users. With the recent increase in mobile internet access, mobile search has seen tremendous growth, making local SEO critically important for any business that offers local products or services, as well as for local marketers. 

What does this mean for search marketers? The local map pack is displayed alongside standard Google organic search listings, but it operates on separate algorithms for local rankings. As a local business, you have the opportunity to appear in both the main organic search results and the local map pack simultaneously. If you are new to online marketing for your business, one of the primary challenges is determining what factors to focus on to maximize the effectiveness of your efforts.  

Marketing analytics company Moz conducts an annual Local Search Ranking Factors survey, which features insights from the top 35 to 40 experts in local SEO. The results provide valuable information on the factors that influence local search visibility. 

Localized content and local link popularity are important, similar to Google’s traditional search algorithm. It’s crucial to create dedicated landing pages for each of your locations, especially if your business operates in multiple areas. Each page should include your business name, address, phone number, and have optimized title tags and meta descriptions, following SEO best practices. This should also be part of your content marketing and link building strategy. 

Moreover, location-based factors such as having a business listing on Google My Business, local citations from data aggregators, and review signals from your local customers play significant roles in local SEO rankings. Therefore, it is essential to incorporate these elements into your local SEO efforts. 

Additionally, various SEO tools focus on local search that can assist you in conducting local-oriented SEO audits. These tools help with keyword research tailored to your local audience, building citations, managing Google My Business listings and business profiles, creating Google posts, and monitoring your presence in local packs. 

Website content is a vital factor, just as it is in Google’s traditional search algorithm. However, it is essential to also prioritize location-based factors like Google My Business, citations, and review signals in your overall SEO strategy. 

Start harnessing SEO 

Now that you have a better understanding of SEO basics and how Google ranks local search results, you can begin focusing on signals that will optimize your site’s presence in the local search ecosystem. This will help your business rank higher on search results pages, potentially attracting more customers. 

Many factors influence your visibility in local searches, so keep in mind that local search trends are continuously evolving. To stay informed about which signals are becoming more or less important, you can refer to Moz’s annual survey to help shape your strategy. As you work on improving each key area, you’ll be able to reach more people in your geographic region and grow your business more effectively.