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Local SEO optimization
Be found by the customers nearest you. Local SEO improves your visibility for searches in your area — so people who need your products or services locally find you faster, and your sales grow.
Search engine optimization has many strands, and one of them is local SEO. It helps both new and established businesses improve their online visibility for potential customers in a specific area.
Why local SEO matters for your business
Working at a local level, local SEO improves your visibility relative to where your business is based. Customers who need your products or services nearby can find you far more quickly and easily — and your sales increase significantly.
4 benefits of local SEO for your business
1. Appear in local searches. Local SEO lets your business show up when people use keywords tied to their geographic area. It helps you attract users who are physically close to you and likely interested in what you offer.
2. Win the local market. The first page of search often decides a business’s success in today’s digital world, and local SEO is a key tool for getting there. It opens up the local market and helps you build a strong presence — crucial for staying competitive.
3. Location-specific results. Search engines return results tailored to the user’s location. Search the same term in one city and then in another — without typing the city names — and you’ll get noticeably different results.
4. Dominate Google Maps. Drawing on Google Maps data, the search engine suggests the nearest options for the user’s location. Local SEO lets you stand out in those results, making it far more likely that customers choose your business.
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6 factors that influence local SEO
Although Google doesn’t reveal its algorithms, specialists have identified many influencing factors from experience. A useful resource is MOZ’s guide to local SEO ranking, which covers eight types of factor and breaks them down further. Doing local SEO well depends on truly understanding the business being optimized, so the service fits the bigger picture of each specific market.
- Geographic keyword relevance: using keywords tied to specific geographic areas is essential.
- Local content relevance: search engines assess what content a site offers the local audience, which can improve how they respond to it.
- Location: embedding the exact business location on the site, along with Schema markup for location data, helps search engines recognise and index where the business is.
- Relevant keywords: to improve your site’s relevance, use keywords that describe your business, products or services — as well as your location.
- Google Business Profile: it plays a decisive role in local SEO, providing key details such as address, opening hours and phone number, and letting customers leave reviews.
- Local backlinks: links from other local websites and directories increase your site’s authority in local searches and support a higher ranking.
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What people ask us most
Can I rank for a city where I don't have a physical store?
No — not with local SEO. Its whole purpose is to help people find what they're looking for within a specific area. If someone searches for a bookshop in Manchester, it wouldn't make sense for Google to suggest one in Leeds.
Which businesses is local SEO suitable for?
You need to own or be authorised to represent the business. Your company should be actively trading, not still in the process of launching. And it should have an office or premises where you welcome customers.
What are the benefits of local SEO?
Local SEO brings more visitors to your physical location, increases your business's visibility online and helps grow your sales.
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