Location SEO
Optimises a business’s online presence so it appears in search results for queries tied to a specific place, like a city or service area.
If you have ever stuffed keywords into a location page and still failed to appear in the Map Pack, you already know it is not just about words on a page.
Key points
- Claim and fully complete your Google Business Profile before doing anything else.
- Keep your name, address, and phone number identical across your site, profiles, and directories.
- Build a unique landing page for each location you serve, with local content and a local phone number.
- Encourage and respond to customer reviews; they are a major local trust signal for both users and Google.
- Use LocalBusiness schema markup so search engines can parse your address, hours, and contact details.
A plumber in Chicago who won the Map Pack
A plumber with one van and a single address in Lincoln Park claimed his Google Business Profile, filled every field, and added photos of recent jobs. He built a single landing page titled 'Emergency Plumber Lincoln Park' with a local phone number and a map. Within six weeks, his profile appeared in the Map Pack for 'plumber near me' in that neighbourhood, and calls from that page doubled. He never touched national keywords.
Three things location SEO is not
- Not just keywords Adding 'plumber in Chicago' to a generic page does not make it local. Search engines need consistent NAP data, a verified Google Business Profile, and location-specific content to trust the page.
- Not a one-time setup Your Google Business Profile needs ongoing updates: new photos, response to reviews, and accurate hours. Stale profiles lose visibility in the local pack over time, and local seo help can keep them fresh.
- Not the same as national SEO National SEO targets broad queries across a country; location SEO focuses on place-specific searches like 'dentist near me' or 'plumber in Austin'. The tactics and ranking factors differ significantly.
Three ways it goes wrong
- Inconsistent NAP If your phone number on Google Business Profile differs from the one on your website or Yelp, search engines cannot confirm which is correct, and your local rankings suffer. Seek local seo help to fix inconsistencies.
- Duplicate location pages Creating near-identical pages when doing local seo for multiple locations confuses search engines. Each location needs its own unique page with local content, a separate address, and a distinct phone number.
- Ignoring reviews Negative or unanswered reviews signal poor trust. Responding to every review—positive or negative—shows engagement and can improve your local pack position.
Common questions
What is local SEO?
Local SEO is the practice of optimising a business to appear in search results for location-specific queries, such as 'plumber near me' or 'dentist in Boston'.
Why is local SEO important?
It matters because local-intent searches often come from users ready to buy, call, or visit, so traffic converts at a much higher rate than broad informational searches.
Local SEO vs SEO — what is the difference?
SEO targets all search queries; local SEO focuses only on place-specific searches and relies heavily on Google Business Profile, NAP consistency, and reviews.
Sources
- Google Search Central Official guidance on local search and structured data.
- Google Business Profile Help Setup, verification, and management of your local profile.
- BrightLocal Overview of local SEO tactics and ranking factors.
- Search Engine Land Guide to local SEO fundamentals and best practices.