What is Local Search in SEO?
As a local business, you may already know about and be implementing SEO in your website, but you are competing with larger companies operating in the same industry from all over the world. Targeting Local Search is a way that you can stand out from the crowd and put your business in front of potential clients who are in your area. According to Google, 46% of all searches have local intent. This makes Local Search one of the most valuable opportunities for smaller businesses.
So what is it? And how can you optimise your content to take advantage of it?
What is Local Search?
In a standard web search, the key terms are checked against the pages currently featured in the Google Index and then ranked based on a number of factors such as relevance to the search keywords, prominence – how well your website is received and how much traffic it receives and quality – how trustworthy and helpful your content is.
Local Search adds another level to this as the results are then also ranked by proximity. In a local search, two results which have comparable relevance, prominence and quality could rank differently based on how geographically relevant they are to the user. In fact, 76% of people who do a local search on their smartphone visit a related business within 24 hours, and 28% of those searches result in a purchase
How does this work?
The most immediately apparent use of Local Search is when a location is specified in the search query. A search for “pizza restaurants in Liverpool” would rank the results for businesses within Liverpool higher than results for pizza restaurants in another area. At an even more granular level, a search for “pizza restaurants near me” could show a different ranking order if the search was initiated in the searcher’s office than if they were at home, even if those two locations were in the same city. In this case, it is based on the physical location of the device that they are searching on.
Google also analyses the search terms for local intent. This means that a search for “pizza restaurants” or “doctor’s surgeries” would also be treated as a local search. Google anticipates that if someone searches for “pizza restaurants”, then they are looking for one to order from, or that if they are searching for “doctor’s surgeries”, then they are looking for one to visit. These queries are treated as Local Search queries, and the proximity-based ranking is applied automatically without needing to be included in the search terms.
How do I optimise for Local SEO?
Include local keywords
Make sure to include local keywords in your content. If your website doesn’t mention that you operate in London, then there is nothing to differentiate it from one which is based in New York. This also means including keywords which are popular among local searchers, so that your content is more visible to people in the relevant location. Speak to one of our SEO experts to see how we can help you improve your local SEO.
Share your location
Including your location and contact information on your website makes it easier for your customers to find you. Using structured data to signpost your location and contact details makes it easier for Google to use this information when assessing your website’s relevance for Local Search. Keep in mind that 62% of consumers will disregard a business if they find incorrect information online.
Follow E-E-A-T guidelines
Proximity is the thing which sets Local Search apart from a standard web search, but it is not the only ranking factor – relevance, prominence, and quality still apply!
Following the E-E-A-T guidelines helps to ensure that your website contains good quality, useful content which meets the needs of your visitors. Websites which rank higher based on the quality and trustworthiness of their content will also rank higher in a location-based search query. High-quality, relevant results from a wider geographical location may still take precedence over poor results that are closer.
How does this work with the Local Map Pack?
Google’s Local Map Pack is something completely different in that it doesn’t actually take into account the content of your website. Instead, the information is taken from your Google Business Profile – a free service which allows you to tell Google, and your customers, the key information about your business.
Results being considered for the Local Pack are ranked by relevance – how well does your business match the search query, proximity – how close is your business to the user’s likely (or stated) location and prominence – how well known is your business and how is it received.
The top 3 results are displayed in a panel at the top of the Search Engine Results Page with a map showing their locations, and then key information for each entry such as opening times, average review ratings and a link to their websites.
How do I optimise for the Local Map Pack?
Set up a Google Business Profile
It is impossible to be included in the Local Pack without one. This is a free service, and relatively simple to set up.
Make sure that your profile is fully completed
A fuller profile will make it much more likely for your business to be featured, as it shows that you are credible and gives your business an implied level of trustworthiness. It also helps Google to assess whether your business is relevant to a given search query. Some things to include are:
- The full name of your business (not just what you are known by to locals)
- Your business location
- Contact information
- Opening hours
- A link to your website
- Photos or videos of your products
Feature and respond to customer reviews
Featuring customer reviews, both positive and constructive, helps to increase the prominence of your profile. Make sure not to only feature the positive ones – a business with only 5-star reviews doesn’t seem genuine, and people will wonder whether they are real and how many you are hiding.
Responding to as many customer reviews as you can shows that you care about the views of your customers and want to meet their needs in the future. This also helps to increase how trustworthy you appear to prospective customers.
Earning local citations from sites such as Yelp and TripAdvisor can also help here.
Final thoughts
Optimising your content for Local Search can be a powerful way of helping promote your content to the people who will find it most useful. Speak to our digital marketing team to discuss how we can help you to start making the best use of this feature.
Frequently Asked questions
What is considered a Local Search query?
Any search that includes a location (e.g., “dentist in Manchester”) or has an implied local intent (e.g., “coffee shop” or “car repair”) is treated as a Local Search by Google.
How is Local Search different from standard SEO?
Standard SEO ranks pages primarily based on relevance, quality, and popularity. Local SEO adds proximity as a key factor, meaning search results are also influenced by how physically close a business is to the searcher.
How does Google know my location when I search?
Google uses your device’s GPS, IP address, Wi-Fi, or recent activity to estimate your location and show the most geographically relevant results.
How can I get featured in the Local Map Pack?
- Create and fully complete a Google Business Profile
- Keep your business information accurate and up-to-date
- Collect and respond to customer reviews
- Add photos and relevant categories
- Gain local citations from directories like Yelp or TripAdvisor
What is a Gogle Business Profile and why do I need it?
A Google Business Profile is a free tool from Google that allows you to manage how your business appears on Search and Maps. It’s essential for appearing in local searches and the Map Pack.
Can I rank in Local Search without a physical storefront?
Yes, but it’s more challenging. Service-area businesses (e.g., plumbers or mobile pet groomers) can still rank if they properly configure their Google Business Profile and optimise for local intent.
Is Local SEO a one-time task?
No. Local SEO requires ongoing attention, regular updates to your Google Business Profile, responding to reviews, adding new content, and keeping local citations accurate.
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