To appear in local search results on Google, your business needs a local SEO strategy that targets Google Maps, the local finder, and localized organic results. The local pack sits at the top of the search results page for local queries, usually showing three organic listings plus a map with pins ranked by each business’s Google Business Profile. A business without a GBP cannot feature in a local pack.
Local SEO is especially relevant for small businesses and hotels. Research has shown that 80% of local searches result in sales, so showing up on page one of Google for local queries directly affects revenue. Local SEO also helps service-area businesses generate organic traffic from nearby customers, even though it shares many techniques with traditional SEO.
Why local SEO matters for your business
Location-based search results are more relevant to local consumers and give businesses a direct path to higher revenue through increased visibility. Most people look for local business recommendations on Google, and if you don’t appear on page one, you’re missing out on a large amount of potential business. For any business that serves a local area, local SEO is required to stay competitive.
Key considerations for local search optimization
Local search has its own challenges and tactics that go beyond standard SEO. The sections below cover the core elements to address when optimizing your website for local searches.
Claim and optimize your Google Business Profile
Your GBP is the foundation of local pack visibility. Without it, your business cannot appear in the local pack at all. Keep your profile complete and accurate so Google can rank it for relevant local queries.
Target location-based keywords
Location-based search results are more relevant to local consumers, so your content should reflect the geography you serve. Aligning pages with how nearby customers actually search increases your chances of showing up in the local pack and localized organic results.
Apply local SEO techniques alongside traditional SEO
Local SEO techniques are similar to traditional SEO methods, but local search has its own challenges and tactics. Use both together to maximize your online presence and capture the 80% of local searches that convert into sales.
FAQ
What is a local pack in Google search results?
The local pack is the area that appears at the top of the search results page for local searches. It usually consists of three organic listings (ads can also appear) and a map with pins that rank businesses based on the business’ Google Business Profile. A business without a GBP cannot feature in a local pack.
Why is local SEO important for small businesses?
Local SEO is especially relevant to small businesses because most people look for local business recommendations on Google, and if you don’t appear on page one, you’re missing out on a large amount of potential business. Research has shown that 80% of local searches result in sales.
How does local SEO help service-area businesses?
Local SEO helps service-area businesses be more visible in local searches and generate more organic traffic from nearby customers. While local SEO techniques are similar to traditional SEO methods, local search has its own challenges and tactics that require dedicated attention.