About 46% of Google searches look for local information, according to Google. Ratings and reviews carry the most weight in local SEO, and they work alongside relevant keywords, consistent NAP details, mobile-friendly pages, and local backlinks to turn nearby searchers into your customers.
Local SEO helps your business reach nearby customers without paid ads or word of mouth, and it removes the need for them to dig for you on mobile devices.
What signals matter most in local SEO?
Ratings and reviews carry the most weight, but they work alongside keywords, NAP details, mobile usability, and backlinks. Together, these signals help you show up in Map Pack results, the local finder, and Google’s map interfaces, as well as in the regular organic "blue link" listings. Track your positions with a rank tracker and review your progress over time to stay ahead of local competitors.
How do keywords fit into local SEO?
Relevant keywords help you win local search results. Use the terms your customers would actually search for. If your audience is weighing shoe sole options for different weather, a blog post that compares sole types helps them make a decision and pulls in qualified traffic.
On your website, show your name, address, and phone number (NAP) in plain text so search engines can index it. Dedicated location pages on your site let you optimize around specific local keywords.
Why do backlinks matter for local SEO?
Backlinks tell search engines your content has value and that you are connected to the local community. Quality links from reliable sources in your region are what you want.
Reach out to local newspapers and online communities and offer an article or blog post that fits the publication. Submitting your site to local business directories and resource listings also builds these citations. Search Google for specific local keywords to find the directories whose pages rank highest and feature the most local citations.
Does your site need to be mobile-friendly?
Yes. More searches happen on mobile devices than on desktop, and Google penalizes sites that are not mobile-friendly. Users also bounce when a small screen is hard to navigate, so a slow or clunky site costs you customers directly.
For businesses that take phone orders or appointments, a click-to-call button and a map that opens in the visitor’s preferred GPS app make the difference between a booked job and a lost lead.
Keep titles and meta descriptions short so they read clearly on both SERPs and search results pages, and load them with your core keywords. Skip pop-ups and other distracting elements on mobile. Every screen should lead to a clear call to action on a main page that has the information visitors need.
How do ratings and reviews affect rankings?
Local searchers want to know the business in front of them is legitimate and delivers quality. Reviews, especially those shown on your Google Business Profile, let search engines decide whether you are the best answer to a query.
Studies show that both review quantity and review quality move local rankings. Reviews are a core part of "reputation management," which shapes where businesses appear in Google’s local packs, finders, and maps. They also work as social proof to build trust with shoppers. New research points the same way: businesses with more positive reviews rank higher than those with fewer positive reviews.
FAQ
How many Google searches are for local information?
Google reports that 46% of searches on its platform are seeking local information.
What is the most important factor in local SEO?
Ratings and reviews are the standout factor, supported by relevant keywords, consistent NAP details, mobile-friendly design, and backlinks from local sources.
Do positive reviews really improve local rankings?
Yes. Studies and recent research both show that businesses with more positive reviews tend to rank higher than competitors with fewer positive reviews.
Related coverage
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Related coverage
- Why Local SEO Is Important For Businesses That Serve Specific Geographic Areas
- Local SEO Strategies That Actually Drive Revenue: A Business Owner’s Playbook for 2024