What Is Local SEO, and How Does It Work?

local business owner

Johnna Kassie

Writer at Hot Local Spot

Local SEO is the process of optimizing your online content and presence to rank higher in search results for specific geographic areas. By optimizing your website and online content for your city, state, or region, you can increase your chances of being found by people searching for products or services in your area. Local SEO is different from traditional SEO in that it requires a different set of techniques and strategies. 

How did search engines evolve? 

Search engines have come a long way since the early days of the internet. In the early days, search engines were little more than simple text-based search tools. You would enter a keyword or phrase, and the search engine would scour the web for pages that included that keyword. The results were often inaccurate, and it was difficult to find what you were looking for.

Over time, search engines have become much more sophisticated. They now use complex algorithms to understand the intent of your search, and they return results that are much more relevant to what you’re looking for. They also incorporate other information, such as your location, to give you results that are more relevant to you.

Search engines have come a long way, and they continue to evolve every day. They are an essential part of the internet, and they make it possible for you to find the information you need quickly and easily.

How does Google search work? 

Google is the most popular search engine in the world. Every day, millions of people rely on Google to find the information they need. So how does Google search work?

Google search is powered by algorithms. These are mathematical equations that take into account a variety of factors to determine which websites should show up in a search.

One of the things that algorithms look at is the number of times a website is linked to by other websites. This is called a website’s “link popularity.” The thinking is that if other websites are linking to a website, it must be because that website has good information.

Another factor that algorithms look at is the content of a website. Google’s algorithms are designed to pick out websites with high-quality content. This means that websites with well-written articles and helpful information are more likely to show up in a search than websites with low-quality content.

Of course, there are many other factors that go into Google’s algorithms. But link popularity and content quality are two of the most important.

So that’s how Google search works. By taking into account a variety of factors, Google’s algorithms are able to surface the best websites for a given search.

How Google ranks search results. 

When you type a query into Google, the search engine uses a complex algorithm to scour the internet and surface the most relevant results. But how does Google actually decide which websites to show you?

It turns out that there are over 200 factors that go into a website’s Google search ranking. But some factors are more important than others.

Here are the 10 most important factors that Google uses to rank websites in the search results:

The most important factor in a website’s Google search ranking is relevance. In other words, how well does the website match up with the user’s query?

If you’re searching for “red shoes,” a website that sells red shoes will be more relevant to your query than a website about, say, cars.


Another important factor in a website’s Google search ranking is the quality of its content. Google wants to surface websites that have high-quality, informative content that is relevant to the user’s query.


Google also looks at the keywords that are used on a website. If a website uses the keyword “red shoes” multiple times, it’s likely that the website is relevant to that query.


Google also looks at the number of links that are pointing to a website. If a website has a lot of links from other websites, it’s a good sign that the website is high-quality and relevant.


Google also prefers to surface websites with fresh content. If a website regularly updates its content, it’s a good sign that the website is active and relevant.


As more and more people use mobile devices to access the internet, it’s becoming increasingly important for websites to be mobile-friendly. Google gives preference to websites that are designed for mobile devices.

User experience. 

Google also takes into account the overall user experience when ranking websites. This includes factors like website design, loading speed, and whether or not the website is easy to use.


Google wants its users to have a safe and secure experience, so the search engine gives preference to websites that are HTTPS-secured.


Finally, Google takes into account the user’s location when ranking websites. If you’re searching for “red shoes” from New York, you’re more likely to see results from websites that ship to New York.

What matters for local SEO. 

As the world of SEO continues to evolve, so too do the techniques and strategies that businesses need to use to ensure their website is visible in search engine results pages (SERPs). One area that is becoming increasingly important is local SEO.

Local SEO is the process of optimizing your website and online presence to rank higher in search engine results for queries that include a location. For example, if you own a coffee shop in Los Angeles, you would want to optimize your website for searches like “coffee shop Los Angeles” or “best coffee shop Los Angeles”.

There are a number of factors that contribute to local SEO, but some of the most important include:

NAP (Name, Address, Phone Number). 

One of the most important elements of local SEO is your NAP information. This is the name, address, and phone number of your business. It’s important to make sure that this information is consistent across all of your online listings and directories.


Another important factor for local SEO are reviews. Online reviews can help to improve your visibility and click-through rate (CTR) in SERPs. Furthermore, positive reviews can also help to build trust and credibility with potential customers.


Citations are mentions of your business name and contact information on other websites. They’re similar to backlinks, but don’t necessarily need to be a link to your website. Citations can help to improve your local SEO by increasing your visibility and improving your NAP consistency.

Google My Business. 

Google My Business (GMB) is a free listing that businesses can create to appear in Google’s Local Pack results. This is the section of the SERP that includes a map and the three businesses that Google considers to be the most relevant for the query.

To appear in the Local Pack, you’ll need to create a GMB listing and optimize it with accurate NAP information, photos, descriptions, and more.

On-Page SEO. 

On-page SEO refers to the optimization of your website’s individual pages. This includes things like titles, metatags, and content. When optimizing your website for local SEO, it’s important to include location-specific keywords and phrases to help improve your visibility for relevant queries.

Local SEO for local business. 

As a business owner, you’re always looking for ways to get ahead of the competition. One way you can do that is by ranking higher in search engine results pages (SERPs). And one way to help your business rank higher in SERPs is by using local SEO.

Local SEO is a type of search engine optimization that helps your business be more visible in local search results. When people search for businesses like yours in their local area, you want to make sure your business comes up first.

There are a number of benefits that come with ranking higher in local search results, including:

More website visitors. 

If your business ranks higher in local search results, you’ll get more website visitors. That’s because people are more likely to click on a result that’s closer to the top of the SERP.

More customers. 

More website visitors can lead to more customers. If people can find your business easily online, they’re more likely to visit your store or buy your products or services.

Increased brand awareness. 

Ranking higher in local search results can also help increase brand awareness for your business. When people see your business listed in the search results, they’ll become more familiar with your brand.

Greater trust and credibility. 

People tend to trust businesses that appear in the top search results. So, if your business ranks higher in local search results, you’ll likely gain more trust and credibility from potential customers.

Higher conversion rates. 

All of the benefits of local SEO can lead to one important thing: higher conversion rates. If more people are visiting your website and becoming familiar with your brand, you’re more likely to see an increase in sales and other conversions.

Local SEO is an important part of any business’s marketing strategy. If you want to get ahead of your competition and attract more customers, you need to make sure your business is visible in local search results.