Local SEO is a search engine optimization (SEO) strategy that helps businesses to be more visible in local search results on Google. It is the practice of improving an online presence to get more business with local searches. These searches are performed on many search engines, but local SEO focuses on optimizing for Google users. It is the process of optimizing a business, product, or service for a location-specific search query.
Google (and other search engines) use the user's location based on the IP address (for desktop) and geolocation (for mobile devices) to determine what results to show the user. Therefore, when someone performs a local search for a dentist, car wash, or locksmith, the search engine will show local businesses relevant to their location. For a company to be included in the local package, the local search engine or Google Maps, it must have requested a free business profile. There are some exceptions for Google to return a local business to a local query; in these cases, Google tries to determine the user's intent and not their location. Local search is more specific to a given location compared to general Google searches.
Local SEO is the process of trying to optimize your online visibility so that it appears in those local search results. Writing about general topics will attract a large audience, but it's sometimes more important to focus and write about local or industry news to attract a local audience. Knowing what information to look for and how to make the most of it can help boost your local SEO strategy. It is also important to safeguard your efforts with an organic, offline approach since 46% of all Google searches are done by people looking for products, services or information in their local area. Local keyword research is the process of understanding how people search for the local services you offer. Developing your local presence by outreach to other businesses, schools and local events can help improve your visibility in local searches.
Obtaining local backlinks by identifying and establishing relationships with local influencers can also help boost your SEO efforts. Incorporating structured data markup into the website (schema) and making sure that these details match again (see the local SEO checklist) can also help improve your visibility.