SEO

What Is Local SEO?

Definition

The practice of optimising a business's online presence to attract more customers from relevant local searches, including Google Maps and "near me" queries.

Why It Matters

For businesses that serve customers in specific locations, local SEO is essential. It determines whether you appear in the Google Maps "local pack" — the three highlighted businesses shown above organic results that capture the majority of local search clicks.

How It Works

Local SEO combines Google Business Profile optimisation, consistent local citations (NAP data across directories), review generation, location-specific landing pages, and locally relevant backlinks. Google ranks local results by three factors: relevance to the query, distance from the searcher, and prominence (how well-known the business is online).

Real-World Example

A Melbourne physiotherapy clinic that optimises its Google Business Profile, earns 50+ Google reviews, and builds consistent citations across Yelp, Yellow Pages, and health directories sees a 3× increase in "near me" search visibility within four months.

Quick Facts

46% of all Google searches have local intent
"Near me" searches have grown over 500% in the past decade
Google reviews are a key ranking factor for local pack placement
Local pack results appear above organic results — making them the most visible real estate on the page