What is Local SEO and Why Does Your Business Need It

For companies targeting a specific geographic region, Local SEO (Search Engine Optimisation) is vital for making them show up in targeted local searches.

If you are in the business of restaurants, law firms, retail shops, or healthcare centres, optimizing for local search can make a great difference in your company’s success. But what is Local SEO, and why does your business require it?

This article will outline the definition of Local SEO, why it is necessary, and how businesses can optimize their local search rankings.

What is Local SEO?

Local SEO is the optimisation of your online presence to gain more traffic from local search terms on Google and other search engines. Unlike SEO, which emphasizes global visibility, Local SEO addresses searchers who are searching for products or services within a given location.

For instance, if someone is looking for “best coffee shop near me” or “Jalandhar plumber”, Google will present results according to businesses that have optimized their online presence for the said location. These results typically appear in:

• Google’s Local Pack (Top 3 business listings with a map)
• Google Maps
• Organic search results

Local SEO helps businesses improve their visibility, credibility, and customer engagement, ensuring they attract potential clients in their area. Not only this, local search engine optimisation (SEO) is also helpful in improving your website traffic when your website is mentioned in your local business page. This is because many of the potential customers will check your website from your Google business profile.

Why Does Your Business Need Local SEO?

If your business depends on local customers, local SEO must be part of your overall SEO efforts and strategies. Following are some of the benefits your local business can derive by optimising your Google business profile:

1. Increased Online Visibility

Local SEO helps businesses rank in Google’s Local Pack and Maps listing, where most users click and interact with businesses. Because most individuals have faith in Google’s top results, optimizing your local SEO can raise your visibility and drive more organic traffic.

It is proven that 76% of local searches lead to a visit to a business within 24 hours, so local SEO is a crucial utility for physical businesses.

2. Higher Search Rankings for Local Queries

Google uses a combination of relevance, proximity, and prominence to rank local businesses. By optimising your Google Business Profile (GBP), website, and online directories, your business can rank higher for searches like:

• “Best digital marketing agency in Jalandhar”
• “Emergency locksmith near me”
• “Pet store in Lucknow”

If your business does not appear in these results, potential customers may choose competitors who invest in local SEO.

3. Boosts Local Ranking, Traffic and Local Sales

According to a research article by Haridason, Fernando and Saju in 2021, most customers look for information online before making a purchase. Likewise, they check for available options to make purchases before going into a store, looking for hours of operation, reviews, and directions. Proper local SEO optimizes your business so that local customers can easily find it.

Google states that 46% of all search queries are conducted with local intent, or consumers are searching for businesses nearby. Your business is most likely to have calls, visits to the store, and sales if it comes up first in search results.

4. Builds Trust and Credibility

Customers trust businesses that rank higher in Google search results and have positive reviews. Local SEO focuses on:

• Encouraging customer reviews on Google and other platforms.
• Ensuring accurate business information across directories.
• Creating high-quality local content to showcase expertise.

A well-optimised Google Business Profile with good reviews signals credibility, helping to convert searchers into loyal customers.

5. Helps You Stay Competitive

If your competition is spending money on local SEO, but you’re not, you’ll be losing potential clients to companies that appear higher in search. An optimised local SEO strategy keeps you in front of your industry and brings in customers.

Key Elements of Local SEO

1. Google Business Profile Optimisation

Google Business Profile (formerly Google My Business) is the most critical factor in local search rankings. To optimise it:
✅ Claim and verify your Google Business Profile.
✅ Provide complete and accurate business information (name, address, phone, website).
✅ Add high-quality photos and videos of your business.
✅ Encourage customers to leave reviews and respond to them.
✅ Post regular updates, offers, and events on GBP.

2. Local Keyword Optimisation

To rank higher in local searches, use relevant keywords throughout your website, including:

• Title tags and meta descriptions
• Headings and website content
• Image alt text
• Google Business Profile posts

Also, don’t forget to include local terms and keywords. For example, instead of using “best bakery”, use “best bakery in Perth” to target local customers.

3. Online Reviews and Reputation Management

Customer reviews are an important ranking factor in local SEO. Companies with more positive customer reviews are likely to rank within the Local Pack and draw more customers. compared to companies with no or few reviews.

How to improve online reviews:

• Ask satisfied customers to leave a Google review.
• Respond to all reviews professionally, especially negative ones.
• Encourage reviews on other platforms like Yelp, TripAdvisor, and Facebook.

4. Local Citations and Directory Listings

A citation is any online mention of your business’s name, address, and phone number (NAP). Google cross-checks this information across directories to determine your business’s credibility.

To improve local SEO:
✅ List your business on local directories (Yelp, Bing Places, Apple Maps).
✅ Ensure NAP consistency across all platforms.
✅ Get featured in local newspapers, blogs, and industry websites.

5. Mobile Optimisation

Since most local searches happen on mobile devices, having a mobile-friendly website is essential for better rankings.

📌 Use a responsive website design.
📌 Improve page speed and ensure fast loading times.
📌 Optimise your website for voice search queries.

6. Localised Content Marketing

Creating content that targets local audiences can improve your visibility. Consider:

• Writing blog posts about local news and events.
• Creating location-based landing pages for multiple locations.
• Publishing customer testimonials and case studies.

For example, a real estate agency in Jalandhar can publish a blog titled “Top 5 Neighbourhoods to Buy a House in Jalandhar in 2025” to attract potential buyers.

Conclusion

Local SEO is essential for any company that wishes to capture local clients, grow sales, and enhance online visibility. With the majority of individuals relying on Google to identify businesses in their locations, optimizing your website, Google Business Profile, and online presence can be the game-changer.

Through applying the correct local SEO strategies, companies can gain credibility, trust, and lasting achievement in their line of work. If you are not yet optimising for local search, it is now time to start doing so! Hope these local SEO tips help you understand the importance of local SEO and how to boost local traffic for your Google Business page as your website.