# Local SEO

Category: [Local SEO](https://seo-geo-glossary.com/en/glossary/category/local-seo/) › [Local signals & pages](https://seo-geo-glossary.com/en/glossary/category/local-seo/local-signals-pages/) · Also known as: local search engine optimization, local search optimization

**Local SEO** (local search engine optimization) covers the work that makes a business visible in searches with a geographic component, such as "dentist Chicago" or "bike shop near me". Results for these searches appear in Google Maps, in the map block on the results page, and in the regular organic listings.

## How does local SEO work?

On Google, local results draw mainly on the Google Business Profile, formerly Google My Business. Google names three factors for local ranking:

- **Relevance:** how well a Business Profile matches what someone searches for. Complete, accurate details help Google make the match.
- **Distance:** how far the business is from the searcher or from the location named in the query.
- **Prominence:** how well-known the business is. Google mentions links to the website and the number of reviews among the signals, and counts offline recognition as well.

Google also states that there is no way to request or pay for a better local ranking.

The business's own website matters too. Location pages with address, hours, and services, clear internal links between branches, and structured data help search engines connect the details. According to reports, many businesses also keep their name, address, and phone number (NAP) identical across online directories.

## Example

A bakery with three branches runs a separate Business Profile and a separate location page for each one. Every location page carries LocalBusiness markup. Google requires at least `name` and `address`:

```json
{
  "@context": "https://schema.org",
  "@type": "Bakery",
  "name": "Example Bakery – Southside",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "120 Main Street",
    "addressLocality": "Springfield",
    "addressRegion": "IL",
    "postalCode": "62701",
    "addressCountry": "US"
  },
  "telephone": "+1-217-555-0100",
  "openingHours": "Mo-Sa 06:30-18:00"
}
```

## Common mistakes

- **Outdated hours:** Google asks businesses to keep hours current, including special hours for holidays.
- **Missing or unsuitable category:** Google asks for the type of business a profile represents. The category is a likely basis for matching a profile to searches (assessment).
- **One page for all locations:** branches without their own URL are hard to match individually.
- **Ignored reviews:** Google recommends responding to reviews.

## Checklist

- The Business Profile is verified, so Google knows who represents the business.
- Address, category, and hours in the profile are complete and current, including special hours for holidays.
- New reviews get a reply.
- Photos in the profile show the location and what the business offers.
- Every branch has its own location page with address, hours, and services (practical experience).
- Every location page carries LocalBusiness markup with `name` and `address` and uses the most specific subtype, such as `Bakery` instead of `LocalBusiness`.
- Name, address, and phone number are written the same way across online directories (practical experience).

## FAQ

**What is the difference between local SEO and SEO?**
Local SEO is a part of SEO. It targets searches with a location and adds factors such as the Business Profile, reviews, and location data, which play little role in national or global searches.

**What is the local pack?**
The map block with several local businesses that Google shows for searches with local intent, above or between the organic results. Its entries come from Business Profiles.

**Who needs local SEO?**
Any business that serves customers in person or within a defined area, such as retail stores, restaurants, medical practices, trades, and multi-location chains.

## At a glance

- **Type:** part of SEO for searches with a location
- **Affects:** Google Maps, the local map block, organic results
- **Ranking factors per Google:** relevance, distance, prominence
- **Basis:** Google Business Profile plus the site's location pages
- **Docs:** [Google: Tips to improve your local ranking](https://support.google.com/business/answer/7091?hl=en)

Last checked: October 8, 2026

## Related terms

- [Local pack](https://seo-geo-glossary.com/en/glossary/local-pack/index.md)
- [Local citations](https://seo-geo-glossary.com/en/glossary/local-citations/index.md)
- [Google Business Profile](https://seo-geo-glossary.com/en/glossary/google-business-profile/index.md)

## Sources

- [Tips to improve your local ranking on Google – Google Business Profile Help](https://support.google.com/business/answer/7091?hl=en)
- [Local business (LocalBusiness) structured data – Google Search Central](https://developers.google.com/search/docs/appearance/structured-data/local-business)
- [LocalBusiness – schema.org](https://schema.org/LocalBusiness)

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Last updated: October 8, 2026
URL: https://seo-geo-glossary.com/en/glossary/local-seo/