SEO

What Is Local SEO?

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.

Local SEO: 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.

Local SEO: 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