Local search engine optimization or as it is known by the term Local SEO is the process of improving a business’s visibility in organic (unpaid) location-based search results on Google Search, Google Maps, and other search engines.
For example, it can help your Google Business Profile rank higher in the local pack.
Local optimization, also known as Local SEO service can also improve your website’s rankings in standard search results (the blue links).
Most search results are personalized based on the user’s country. Local optimization goes beyond the country level and focuses on reaching people in more specific locations, such as cities and neighborhoods.
Targeted optimization like this benefits businesses with physical storefronts (such as restaurants, dentists, and auto mechanics) as well as local service providers (such as plumbers, private tutors, and dog walkers).
Why Is Local Search Engine Optimization Important?
Local optimization is important because it increases a business’s visibility in local search results, helping attract customers in the area and boost sales. But Local SEO is a sub-service of SEO services.
Read this article to learn what SEO is?
Google delivers billions of local search results every month, which means appearing prominently for relevant queries increases your chances of attracting customers.
Google shows local results when it believes users are searching for nearby products, services, or facilities—or in a specific location.
Examples of local keywords may include:
- “Mexican restaurant”
- “traditional restaurant in Tirana”
- “plumber in Tirana”
Businesses with strong local SEO tend to rank higher for these keywords, making users more likely to discover and engage with them.
Regardless of your business type or location, you can likely reach potential customers through search.
How Local Search Engine Optimization Works
Local SEO can contribute to higher rankings when people search for relevant queries because it helps Google understand your business’s location and offerings—and it can also improve Google’s perception of your business as popular and trustworthy.
When ranking businesses in Google Maps and the local pack, Google takes into account:
- Relevance: How well the business matches what the user is searching for
- Distance: How far the user’s likely location is from the business
- Prominence: How well-known and highly rated the business is
When ranking websites in traditional search results, Google considers:
- Relevance: How well your website matches what the user is searching for
- Quality: How useful and trustworthy your content is
- Usability: How well your website functions (based on factors such as speed and mobile-friendliness)
Also read: How to rank on Google?
How to Do Local Search Engine Optimization
Create a plan to improve your local rankings and increase traffic by following these steps:
Conduct Local Keyword Research
Keyword research for local SEO involves finding the search terms people use when looking for local products and services and creating (or updating) relevant pages with those keywords.
Ranking for these keywords brings highly targeted local traffic to your website and can potentially bring in more customers.
Start by putting together a short list of keywords people might use to find your local business. Then use one or more of the following methods.
Use Google Autocomplete
Google Autocomplete predicts search queries as you type, allowing you to discover valuable long-tail keywords for local SEO, since the predictions depend partly on your location.
For example, typing “plumber” may show suggestions like the ones below:
These locations are close to the searcher’s location.
To find valuable local keywords, start typing terms related to your business to uncover local keyword suggestions:
Adding local modifiers such as the name of a specific city reveals more useful keywords:
Experiment with different local keywords to build your local SEO list.
Use Google Keyword Planner
Google Keyword Planner is designed for keyword research for paid search campaigns, but it is also useful for discovering new business-related keywords for local SEO.
Go to the “Discover new keywords” section.
Click the “Start with a website” tab and enter a competitor’s domain.
Click “Get results” to see keyword suggestions based on that website.
Repeat with other competitors and add relevant keywords to your list.
Keyword Planner also provides monthly search data for specific locations that you can use to decide which keywords to target first.
Optimize Your Google Business Profile
Your Google Business Profile is a free listing that can appear in Google results.
Optimizing your profile increases your chances of ranking highly when potential customers search for relevant terms, making them more likely to contact you or visit you.
Add and/or verify your Business Profile to get started—and complete your profile in full.
Provide details such as:
- Contact information
- Opening hours
- Photos and videos
- Business attributes (e.g., Wi-Fi availability, outdoor seating, etc.)
Keep Your Business Profile Active
An active Business Profile shows Google and users that you are an engaged business owner, which can improve rankings and attract more customers.
Updating your business details (e.g., holiday hours or new addresses) is one of the best ways to stay active and ensure that users have accurate and comprehensive information.
Also consider publishing Business Profile updates about news, events, and offers.
Also respond to Google reviews. This shows that you value customer feedback and gives you the opportunity to address negative comments when necessary.
Get and Monitor Local Citations
Citations are online mentions of your business name, address, and phone number (NAP) that typically appear in business directories and social media profiles.
NAP citations are important because Google can use them to verify that your business information is accurate and trustworthy.
The more consistent NAP citations Google finds for your business, the more confident it becomes that your business is legitimate and trustworthy.
Search engine optimization consultant Charles Floate recommends getting both structured and unstructured citations.
“Local SEO is probably the most underrated sector, but it can be one of the most profitable — and it’s not rocket science at all…
It’s simply a boring, repeatable process, but one that has to be done better than your competition.
Here’s how I build a local SEO asset from scratch to the top 3 on Google Maps within 90 days:
- Buy an exact-match domain, if possible (yes, it still works)
- GMB/GMP verification through a real address (don’t try to game it with PO boxes)
- Build 1,000+ word location pages and integrate Google Maps, reviews, and Local Schema Markup
- Build a link strategy (tiered link building) to the main page
- Citations, citations, and more citations (structured and unstructured)
- A press release campaign and full “entity stacking” (social profiles, reference pages, review sites, etc.)
It’s not anything glamorous. It’s just scale + systemization.
But it ranks. And it generates revenue. 💰”
Structured citations are formal business listings that appear in online directories such as Google Business Profile or Yelp. They display your NAP details in a standardized format.
Unstructured citations also include your NAP details, but they appear on websites that are not dedicated business directories—such as blogs, news or magazine articles, or other third-party websites.
For example, here is a travel agency mentioned in an online directory along with its address and contact information. This is a structured citation.
Local Search Engine Optimization Tools
Search Console (GSC) is a free tool that helps you monitor, maintain, and improve your site’s presence in search results. GSC is excellent for understanding how Google sees your pages and for making sure your site can be indexed.
If you’re new to GSC, see our guide to Google Search Console.
How to Monitor the Results of Your Local Optimization
Local keyword rankings can fluctuate regularly for various reasons.
Declining rankings can reduce website traffic and potentially harm your business, so monitoring your progress is essential to your local SEO strategy. You can do this using GSC, Google Search Console. It shows you which keywords you're ranking for, how often you appear, how often users click, and what position you hold for specific searches. See the image below.
We understand that these are technical optimizations and difficult for many people.
