Local SEO is a term used in Digital Marketing. It is different from the standard SEO. In standard SEO tools the focus is on increasing the site’s visibility on a global scale. Local SEO is a way to market any local business online and promote business’ visibility on location-based searches. It is a search engine optimization strategy that helps any business to gain more visibility in the local search results on Google by optimizing its online presence to attract more business from relevant local searches. Local SEO optimizes a website to increase traffic, leads generation, and brand awareness from local searches. 

Importance of Local SEO

It is very important for any business to have a digital presence and for this any local business should have a website, and Google My Business Profile. It helps small businesses to flourish. If you have a shop, café, a retail outlet, or any small business in any locality Local SEO services makes sure that your business gets found online by any searches made for it in that locality. 

Terms used in Local SEO

  • Local Intent

Most of the searches made online are made with a ‘local intent’. Local intent is any search by a user that Google assumes the user is looking for a local result. For example- The ‘near me’ searches are made with local intent. According to research, 46% of all the searches in Google are made with ‘local intent’. In this kind of search, Google picks up the geo-location of the person and then provides the local results from that located area.

  • Local SERPs

Local search engine result pages are the results that show up when a search is made with local intent. Local SERPs include local pack or 3-packs; this is the block of three business listings that appear below the map in the results displayed after a Google search with local intent. According to research, 29% of all the SERPs contain a local pack in the results.

  • Google My Business Profile

Google My Business Profile is a very important part of Local SEO. It is a free and easy tool for businesses and organizations to manage their online presence across Google, including Search and Maps. It is free and easy to use the tool. By having a business profile any local business can easily connect with the customers across Google search and maps. This tool has become more important as Google tries to satisfy search queries directly in SERPs.

For registration in Google my business, follow the steps given below-

  • Open the page Google my business and login to your Gmail account and fill the details of the company.
  •  Fill in the following details like name and location of the company, visiting hours of the company, and other details about what the company is dealing with. 
  • After filling the entire details request the pin and in 15 to 20 days the pin will be received and the ownership of the business will be verified. 

How Local SEO works

Local SEO works in the same way a Google search works. When a user searches for something Google provides the best result for the person’s query. Local SEO uses a different set of ranking factors to rank the search results. The ranking signals include:

  • Name, Address, and phone number citations. 
  • The geographic location of the user.
  • Relevancy of the keywords.
  • Ratings and reviews of the business.
  • Google maps star ratings.
  •  Presence of Google My Business Listing.
  • Keywords used in Google My Business Profile.

7 Tips  for Local SEO Optimisation

  • Verify Google My Business account listings

It is very important to verify the listings of Google My Business account. It is important to claim the listings under your company name and ensure the listing is up-to-date.

  • Provide Complete and accurate information

The information provided on the websites and Google My Business account should be accurate and verified. The details like name, phone number, and location should be correct.

  • Stay up-to-date

Keep the information updated and if there is any change in information then it should be updated at the earliest time possible. Keep Google My Business Account active. The customers rely on the business listings for correct information so keep the information updated and accurate.

  • Create content related to your niche 

The content that you create should be relevant and describes your niche in the best possible way. So the content should be relevant and engaging so that the customer finds it interesting.

  • Use Social media platforms

To generate more leads and get better reach the business should be on social media platforms like Facebook and Instagram. Social media is a great way to connect with prospects and create more traffic on your websites and help in better conversions.

  • Create interactive content

The content on the websites and Google My Business Account should be interactive. Adding visuals like videos, images, virtual tours, and having a profile picture in the account helps in better customer engagement and boosts the ‘time on site’.

  • Use consistent NAP Citations

Make sure that the Name of the address and phone number is the same on every online platform. This makes the search engines give your business as a search result by the user. This consistency should be maintained everywhere.

Why Local SEO?

  • No need to advertise

Local SEO is not a push marketing strategy. It doesn’t require advertisement as it works on Local SERPs and it depends upon local intent. 

  • Free of cost

Local SEO opportunities are free. There is no investment required for Local SEO and the business can have wide reach to customers without any heavy investment. 

  • Users trust online reviews

Users generally trust online reviews when they are going for any product or service. People nowadays check online reviews first then make a buying decision. 

  • Generates more leads

Even if any business does not have a website, with the help of Local SEO it can stand out in local searches and help drive more traffic through leads.


Local SEO is a very effective tool that can help any type of business to gain brand awareness and build up its client base. Any business can use Local SEO to increase its digital visibility which attracts a lot of organic traffic which has the maximum probability to get converted into customers because of local intent. Most SEO services in India usually offer a package for the Local SEO services which will help the small business owners to rank better among their competition.