What is local SEO?
Local SEO is the work of being found by people searching for a service in a particular place, such as "plumber in Tallahassee" or "tax preparer near me". It matters most to businesses whose customers are nearby: those that customers visit, and those that travel to customers. For a business that serves customers anywhere online, place matters less than the service itself.
Who it matters to
- Businesses customers visit: a salon, a clinic, a shop.
- Businesses that travel to customers: a plumber, a cleaner, a mobile mechanic.
- Less so: businesses that serve customers anywhere by phone or video, where the service matters more than the town.
Where local searches show you
Local searches can show map results and business listings as well as ordinary web results and AI answers. Google's guidelines limit Business Profiles to businesses that make in-person contact with customers: either customers visit a physical location, or the business travels to them. A virtual office, an address the business does not actually operate from, is not eligible.
What a customer needs to see
- That you serve their area, stated plainly.
- What you do there, in their words.
- Recent, real reviews.
- A fast, easy way to get in touch.
Local is not the whole picture
Customers also ask AI assistants for recommendations in their area, and many find a business through a referral and then check it online. Whatever the route, record where each inquiry came from, so you know which one is worth your time.
Sources
Related answers
- How do customers find businesses through AI assistants?
- Do online reviews matter for a small business?
- Should a small business hire a local marketing agency or a remote one?
SEO for service businesses
Get found on Google by the people already looking for what you sell, in the places you serve, and see which searches turned into inquiries.