What Is Local SEO? 

The strategy to enhance your internet presence to boost local traffic, exposure, and brand awareness is known as local SEO.
Typical local search engine optimization assignments consist of:

Enhancing your profile on Google Business
locating regional keywords
Among other things, producing information that is pertinent to the local community.

Additionally, any company that operates locally or services a specific region might gain from local


This is an example of a local search result on Google:

Why is Local SEO Important? 

The best way to get your site in front of people in your area is to use local SEO marketing.

Google is used by more than 75% of customers in the US, UK, France, and Germany to find business information.

Making it the most dominant search engine for local search in those (and many other) countries. By far. 

And Google Maps searches for “shopping near me” have grown globally by more than 100% year over year. 

In a recent two-year duration, mobile searches for “store open near me” increased by more than 250%. and by more than 200% for the keywords “where to buy” + “near me.”

That’s hundreds of millions of searches every day. 

How Local SEO Works 

On top of Google’s usual ranking factors, its local search algorithms use three main factors to help find the best match:

  • Relevance (how closely related a Google Business Profile result is to the words a searcher uses in their query)
  • Distance (how far Google believes a user is from a business when they search)
  • Prominence (how important Google thinks a business is to its potential customers)

Next, for local searches, Google shows two different kinds of search results.

The organic results and the “local pack” results (Google Maps and Business Profiles).

The “regular” blue link search results that we are all accustomed to seeing on Google are known as organic results.

A local pack, sometimes known as a map pack, is a Google feature that displays a map along with the top local company listings.

However, Google doesn’t only provide local results for searches that include a state, city, or “near me” term.

Google will provide local results if it determines that your search was done with a local intent.

even if it’s not a specifically local search.

For instance, Google would still show a local pack for barber businesses in Los Angeles if you searched for “barber shops” when you were in the city.

How to Do Local SEO 

It’s time to get together a plan to raise your local rankings and drive more traffic. You can get started with the aid of these instructions.

Tip: Remember—you can create a free Semrush account to follow along.

Do Local Keyword Research

Keyword research for local SEO is the process of finding keywords people use when searching for local products and services. 

Ranking for these keywords drives highly targeted local traffic to your site and sends more customers your way. 

To get started, you need a short list of keywords people can use to find your local business. 

Here are a few different ways to start.

Research Your Competitors

Seeing what your competitors are doing is an easy way to start gathering ideas. 

One of the best ways to do that is to use Semrush’s Organic Research tool.

Enter a competing site and click “Search.

Check Local Keyword Volume Metrics 

You’ll also want to get a sense of how difficult it is for your content to rank locally for keywords you choose to target. 

Use the local volume metrics feature in the Keyword Overview tool to identify valuable keywords you’ll want to target in your content. 

Enter your desired keyword into the search bar at the top of the page and hit “Search.

Once the tool delivers the keyword results, click on the drop-down bar labeled “Select location.” 

Type in your locale. This could be a state, county, province, city, or municipality. Go as narrow on the location as you wish. 

You’ll get local data, as well as the comparative national data. So you can see how easy or difficult it is to rank for your keyword in your exact location. 

Note: Some of these widgets show local data (volume, difficulty, SERP analysis, etc.), while others remain national-level (keyword variations, questions, related keywords).

If you’re a business operating at the local level, this is an essential feature to leverage as you’re building your targeted keyword list. Use the data to get an edge over competitors by optimizing your content for your specific area.

Use Google Autocomplete

Google autocomplete is a feature within Google Search that makes it faster to complete searches when you start to type. 

Its purpose is to save users time by predicting what they’re going to search for.

And it can help you discover valuable long-tail keywords for local SEO.

That’s because Google’s autocomplete predictions depend partly on your location. 

For example, if you’re in Arcadia, California, and you type “best paella in” into the search bar, you’ll see something like this:

All these locations are near Arcadia or in California. 

So, to find valuable local keywords, start typing in keywords related to your business. 

For example, if you run a cleaning services business, type in “cleaning services” to get a list of local keyword suggestions.

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