Local SEO
Short definition
Local SEO is the optimisation work that helps a business stand out in searches tied to a specific city or area.
Searches that include 'near me' or a place name tend to trigger map results first. Local SEO centres on a Google Business Profile, consistent name, address and phone details, and genuine customer reviews.
A business with several branches needs a separate profile, and ideally a separate page, for each one. An address or phone number written differently across platforms weakens a search engine's confidence in the business as a whole.
Local SEO is often taken for a smaller version of general SEO, but map results rank on different logic, proximity to the searcher, correct category choice, and engagement on the business profile carry more weight here than classic backlink and keyword work. The most common mistake is opening several profiles for one address or stuffing the business name with keywords, which breaks Google's guidelines and can get a profile suspended.
Why it matters
For any business with a physical location or a defined service area, local search tends to carry higher purchase intent than general search. Ignoring local SEO hands the warmest customers straight to competitors.
Illustrative example
A spa chain set up a separate business profile for each branch and started replying to reviews consistently, and its visibility in map results rose noticeably.
