Local SEO

Definition

Local SEO, or local search engine optimisation, is the practice of optimising a business’s online presence to attract more customers from relevant local searches. It focuses on improving visibility in search results that include a geographic component, such as "near me" searches or searches with a city or suburb name. Local SEO helps businesses appear in Google’s local pack, Google Maps, and organic search results.

For example, a restaurant in Melbourne can use local SEO to appear when users search for "best Italian restaurant Melbourne."

Advanced

Local SEO involves a combination of on-page, off-page, and technical strategies tailored to geographic targeting. Core elements include optimising Google Business Profile listings, building local citations in directories, earning reviews, and ensuring NAP (name, address, phone number) consistency across platforms.

Advanced tactics involve creating location-specific landing pages, using schema markup for local business information, and managing reputation through review response strategies. Businesses with multiple locations often use structured data, unique pages, and location management tools. Tracking involves monitoring local rankings, click-to-call data, and map interactions to measure performance.

Why it matters

• Helps businesses attract nearby customers actively searching for services.
• Increases foot traffic for brick-and-mortar locations.
• Builds trust and credibility through local reviews and ratings.
• Improves visibility in highly competitive regional markets.

Use cases

• Optimising Google Business Profile with accurate business details.
• Creating content focused on local keywords and geographic relevance.
• Encouraging customer reviews on Google and other platforms.
• Building local backlinks from community organisations or events.

Metrics

• Local search ranking positions for target keywords.
• Number of calls, direction requests, or website clicks from Google Maps.
• Growth in reviews and average star rating.
• Conversion rates for location-specific traffic.

Issues

• Inconsistent NAP data leading to ranking and trust issues.
• Negative reviews impacting local search performance.
• Lack of optimisation for mobile users reducing conversions.
• Difficulty scaling local SEO for multi-location businesses.

Example

A dental clinic optimises its Google Business Profile, adds schema markup to its website, and earns reviews from satisfied patients. Within months, it ranks higher for "dentist near me" searches in its suburb, leading to an increase in appointment bookings.