Local SEO – What Is It & Who Does It Benefit

Local search engine optimization (SEO) is one of the most important types of digital marketing for local businesses. It’s also a great way to connect with potential customers who are looking for businesses like yours in their area.

In this article, we break down what local SEO is and how it works and discuss which companies are best suited for local SEO.

What is Local SEO?

Local SEO is the process of optimizing your website to organically rank in search engine results for searches in your area that are relevant to your business or organization.

When you optimize your site for local SEO, you’re targeting people who are looking for something nearby. For example, if you’re a dentist, you might want to make sure that people searching for “dentist” will see your website at the top of their search results when they’re in your area.

what is local SEO

Local SEO is best for businesses whose customers are likely to be looking them up online from their phone or computer near the business’s location.  

How Do Google and Other Search Engines Determine What Local Businesses To Display?

There are several ways that search engines determine which local businesses to display. Some of the top ways include: 


When Google determines which local businesses to display, it does so by looking at a number of signals, including reviews a business has received. The more reviews a business has, the higher it will likely rank in search results.

Google uses an algorithm to calculate things like links to a website. Whereas a website that receives a lot of links from authoritative sites, like Wikipedia or the New York Times, has a better chance of ranking higher.

The same thing happens with reviews: if a business receives positive reviews from customers who have purchased services from them or used their products, then they have a better chance of ranking higher in search results than those who don’t have any reviews.

Distance From Business To Search Origin Point

Google determines what local businesses to display by using a special algorithm. This algorithm takes into account both the distance from the business to the search origin point, as well as the distance from the search origin point to the user’s location.

Search engines take these factors into account because they know users are more likely to be interested in nearby locations, and they want to ensure that relevant information is displayed for them.

Local SEO Factors On Your Website

There are several indicators on your website that help search engines see that you are both local and relevant to a search.

An address on your website and using the name of your city in your content and metadata are the most important tactics to help improve your local search rankings.

Which Business Types is Local SEO Best For?

Multi-Location Businesses And Franchises

Local SEO is well-suited for multi-location businesses and franchises. They have the ability to show up for many locations due to the nature of your multi-location business.

There are some more advanced local SEO tactics to implement for multiple locations on one website.

Businesses That Provide Services In The Customer’s Home

Local search is great for businesses that provide services in customers’ homes. Your main clients are almost always near you. And when they are in immediate need of assistance or services, you want to show up.

Businesses and Organizations That Offer Products To A Local Customer Base

Organizations and companies that offer products to a local customer base are well suited for local search. For example, a flower shop down the street benefits from the visibility on Google Maps and other online directories. With local SEO, their search engine rankings can also improve and helps make sure their business is found online.

local business marketing


Getting your brand noticed online is essential. And when you serve one area or region, local SEO can make or break a business. It’s a great way to grow your business and get more clients, but it does take time and patience.

The more you know about local SEO, the better off you will be as a business owner.

Looking for experts in local search engine optimization to take a look at your website? Reach out to us for a consultation.

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