Local SEO (local search engine optimisation) is the process of optimising a business's online presence so it appears when nearby customers search for relevant products or services on Google. The goal is to appear in the local pack -- the map with 3 business listings that appears for local queries.
46%
of all Google searches have local intent -- the person wants to find something nearby. Local SEO is how you capture this traffic.
How local SEO works
Google's local algorithm considers three factors:
| Factor | What it measures | How to improve it |
|---|---|---|
| Relevance | How well your listing matches the search | Optimise your GBP category, description and services |
| Distance | How close you are to the searcher | Set your location or service area accurately |
| Prominence | How well-known and trusted your business is | Build reviews, citations and backlinks |
Local SEO vs regular SEO
| Regular SEO | Local SEO | |
|---|---|---|
| Target audience | Anyone searching nationally | People searching in a specific area |
| Key factors | Backlinks, content, site authority | GBP, reviews, citations, proximity |
| Results type | Organic blue links | Local pack (map + 3 listings) |
| Best for | eCommerce, national services | Restaurants, clinics, trades, local services |
What local SEO involves
- Google Business Profile optimisation
- Review generation and management
- Local citation building
- NAP consistency across all online mentions
- Local keyword optimisation on your website
- Schema markup for local businesses
28%
of local searches result in a purchase, according to Google. No social media channel comes close to this conversion rate.
Frequently asked questions
What is local SEO?
Local SEO is the process of improving a business's visibility in geographically-targeted Google searches so nearby customers can find you when they need your service.
How long does local SEO take?
Most businesses see improvements within 3 to 6 months. Competitive markets like Sydney CBD can take up to 12 months to reach top 3 positions.
Do I need a website for local SEO?
A website helps but is not strictly required. Your Google Business Profile alone can generate clients. A website strengthens your prominence score and allows ranking for additional local search terms.
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