Local SEO
Optimisation for ranking in local search results (Google Maps, Yandex Maps).
In brief
Local SEO is a set of optimisation measures for websites and external signals aimed at promoting a business in local search results. It is critically important for offline businesses: restaurants, clinics, beauty salons, retail stores. Search results are influenced by the user’s geolocation.
What is Local SEO
Local SEO focuses on making a business appear when a user searches for products or services 'near me' or in a specific city. It involves optimising Google Business Profile, managing reviews, building consistent NAP citations, and implementing LocalBusiness Schema.
Local pack ranking factors
- Google Business Profile: completeness, recency, photos.
- Reviews: count, rating, owner responses.
- Citation (NAP) consistency: same Name, Address, Phone across all directories.
- Proximity: distance from the user to the location.
- Connectedness: local backlinks and behavioural signals.
Main components of Local SEO
- Google Business Profile (GBP) — the central element of local ranking.
- Review management — responding to reviews and encouraging new ones.
- Consistent NAP — uniformity across website, directories, and social networks.
- Local Schema markup — LocalBusiness type.
- Unique local landing pages.
- Local links from regional media, partners, and organisations.
Local SEO is tightly connected with Knowledge Graph and SERP features: Google may show hours, phone, and reviews directly from GBP.
FAQ
Common questions
Regular SEO targets global search results; local SEO targets geo‑specific results. In Local SEO, GBP is the main asset, not just the website.
Whenever address, phone, or hours change. Manually check NAP across all platforms every six months.
Yes. A polite response to a negative review can improve your GBP ranking and shows that the business cares. Ignoring reviews reduces trust.
Direct contacts
Discuss your project?
Share your goals and website context — I will suggest a practical next step.