Local SEO

Local search runs on a different set of rules than the rest of SEO. When someone searches for a service near them, Google shows a map with three businesses above the normal results. Winning that block — the map pack — is usually worth more than ranking first in the blue links below it, because it is what people click.

Three things decide who appears there: relevance, distance, and prominence. You cannot change how far you are from the searcher, which means the work concentrates on the other two. Relevance comes from a complete, accurate Google Business Profile and content that matches what local searchers ask for. Prominence comes from consistent business information across the web, and from reviews.

That is why local SEO looks less like technical work and more like housekeeping done rigorously: the same name, address, and phone number everywhere, a profile that is actually filled in, a steady flow of genuine reviews, and pages that speak to a specific place rather than a generic service area.

Start with Local SEO Basics, then set up your Google Business Profile properly — it does most of the work.