Local SEO drives the customers most likely to buy from you. About 46% of all searches have local intent, 71% of people looking for a nearby business search for it online, and roughly 18% of local searches come from mobile devices. A majority of those searchers visit a local business within a day or two of searching. If your business is not optimized for those queries, you are handing nearby customers to competitors.
What is local SEO and how does it work?
Local SEO is the practice of optimizing your online presence so search engines surface your business for geographically relevant queries. Google scans its index the same way it does for regular searches, but applies a separate set of ranking factors and often returns a Map Pack (also called a Local Pack) showing three local businesses pulled from Google Maps. Results are split by service category, and Google’s algorithm now factors the searcher’s location into the query, which means two people searching the same term can see different listings.
Why does local SEO matter for your business?
Three numbers tell the story: 71% of people searching for a local business do it online, local results make up 46% of all searches, and 18% of local searches come from mobile devices. Mobile usage is the larger story behind those figures, because 60% of online searches now happen on phones. Most local searchers visit a business within a day or two, so ranking for those terms puts you directly in the path of ready-to-buy traffic.
Which ranking factors influence local search results?
Moz points to domain authority and link quantity as key factors in local search, with link signals carrying meaningful weight. NAP citations (your business name, address, and phone number listed across other sites) also matter, though Google does not publish a hard cap on how many citations are too many. The practical rule: keep your NAP consistent across the web and avoid spammy link exchanges. Test what works for your market rather than guessing at a number.
How do you optimize your site for local SEO?
Start with a free Google Business Profile. Enter accurate details so Google can match the information on your site with your listing, and your profile becomes a key surface for customers searching online. Add a map to your contact page, weave local keywords into your content, and blog about your business and the area you serve to generate leads and referrals.
Use structured data markup on your pages so Google can relay key business information on its SERPs. Run your code through Google’s Structured Data Testing Tool to verify it. Make sure your site is mobile-friendly across operating systems, since a growing share of local intent comes from phones.
Build trust signals in parallel: collect consumer reviews, stay active on social media, and earn links from domains relevant to your target location. Affiliate programs can support the effort as well. Steer clear of spammy tactics like NAP citations scattered across dozens of low-quality sites, and resist the urge to overdo link exchanges.
How do local results show up in Google?
Google decides whether to return local results partly by detecting the searcher’s intent. If a query has clear local intent, Google can pull a Local Pack listing three businesses from Google Maps, each tagged by service type. If your business is not relevant to that intent or your profile is incomplete, your listing will not appear, even if you rank well for the non-local version of the query. Mobile users searching for products and services nearby are the audience most likely to find you through this format.
FAQ
What percentage of searches are local?
Local results account for 46% of all searches, and 71% of people looking for a local business search for it online. Mobile users make up 18% of local searches, while 60% of all online searches happen on mobile devices overall.
What is a Google Map Pack?
The Map Pack (or Local Pack) is a Google search results block that lists three local businesses from Google Maps, grouped by service category. Local SEO rankings use a separate set of factors from regular organic listings.
What is the most important local SEO step?
Create and complete a Google Business Profile. Accurate details there let Google match your listing with your site, and your profile is one of the primary surfaces shown to customers searching online.
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Related coverage
- The Importance of SEO for Business Owners: Boosting Your Online Presence
- Local SEO Strategies That Actually Drive Revenue: A Business Owner’s Playbook for 2024