What Is Local SEO?
Local SEO is the process of optimizing a business’s visibility in unpaid, location-based search results on Google Search, Google Maps, and other search engines.
For instance, it can help your Google Business Profile rank higher in the local pack.
Why Is Local SEO Important?
Local SEO is important because it increases a business’s visibility in local search results, helping attract nearby customers and boosting sales.
Google delivers billions of local search results every month, which means appearing prominently for relevant queries increases your chances of attracting customers.
Google shows local results when it believes users are searching for nearby products, services, or amenities—or in a specified location.
Examples of local keywords found with Semrush’s Keyword Magic Tool include:
- “mexican restaurants”
- “mexican restaurants near me”
- “mexican restaurants in dallas”
Businesses with strong local SEO tend to rank highest for these keywords, making users more likely to discover and engage with them.
Regardless of your business type or location, you can likely reach potential customers through search.
How Local SEO Works
Local SEO can contribute to higher rankings when people search relevant queries because it helps Google understand your business’s location and offerings—and it can also enhance Google’s perception of your business as popular and trustworthy.
When ranking businesses in Google Maps and the local pack, Google considers:
- Relevance: How well the business matches what the user is looking for
- Distance: How far the user’s likely location is from the business
- Prominence: How well-known and well-reviewed the business is
When ranking webpages in traditional search results, Google considers:
- Relevance: How well your webpage matches what the user is looking for
- Quality: How helpful and trustworthy your content is
- Usability: How well your webpage performs (based on factors like speed and mobile-friendliness)
Do Local Keyword Research
Keyword research for local SEO involves finding search terms people use when looking for local products and services.
Ranking for these keywords drives highly targeted local traffic to your site and can potentially bring more customers.
Start by compiling a short list of keywords people might use to find your local business. Then, use one or more of the methods below.
Research Your Competitors
Identify keywords your competitors rank for using Semrush’s Keyword Gap tool.
Enter your domain and up to four competitors’ domains. The tool provides suggestions to assist you.
Choose your target country and click “Compare.”