How do you get your business found online, and what is local SEO?

Last updated: June 2026

Local search engine optimization, or ‘local SEO’ for short, is the work undertaken to improve a local business’s rankings in the local search engine result pages (SERPs).

Essentially, it’s the work done by or for local businesses to ensure they appear in front of potential customers when those customers search for related terms. While it’s work that many do themselves, others opt for an agency or local SEO service to do it for them.

If someone searches for ‘best pizza place in Manhattan’, what they’re hoping to find is just that. While many may believe that the results they’re being shown are literally the best, the reality is that the Local Pack uses a special local algorithm to determine which businesses’ Google Business Profiles (GBP) it will show.

Performing local SEO is a concerted effort to tell the local algorithm that your business is one of the ones it should showcase in local search results. It’s not just about leaving it to chance and hoping your quality will bring you out on top.

How does local SEO work?

So, how do you actually get local SEO to work for you? That’s the big question you’ll have, whether you’re trying to get your single-location coffee shop to rank, or a client’s multi-location laundrette brand. I’m going to help answer the key questions: ‘How do I do local SEO?’ and ‘How does Google’s local algorithm work, and how can I optimize for it?’

Let’s start with that algorithm I keep on mentioning.

What does Google’s local algorithm look at?

Google’s local algorithm focuses on three key pillars:

• Relevance: Google assesses how relevant your business is to the search a user has made. It does this by looking at a number of factors, like the category you’ve chosen on your Google Business Profile, other local listings you’ve built, and the description for your business.
• Proximity: Google looks at the location of the searcher when they perform the search to try and give them the most useful information, assuming they’re looking for a business nearby.
• Prominence: How well does your business or brand stand out, and how well known is it for the things being searched? The algorithm looks at what sets the leading businesses apart, like reviews, links to your website from reputable sources, mentions in the press, and so on.

Local SEO works by having someone perform a series of tasks that help Google understand that your business is the best one to rank for that search.

Why is local SEO important?

Without local SEO, your business probably won’t be found when someone performs a local search.

For example, if someone in Chicago searches ‘nail salon in lincoln park’ and you’re up against tons of businesses with hundreds of reviews, a well-maintained GBP and well-optimized local landing pages, you’re unlikely to show up. And, if you don’t show up, the chances of someone coming across your business online drastically decrease.

The benefits of local SEO include:

1. Better online visibility
2. More in-store foot traffic
3. Targeted web traffic
4. More calls via GBP
5. Enhanced trust levels
6. More sales
7. Improved conversion rate

Google states that 46% of all search queries have local intent, highlighting the importance of local search visibility.

Local SEO vs Traditional SEO: What’s the Difference?

The core difference between SEO for local businesses and SEO for other kinds of businesses is in the tasks needed to improve visibility.

Traditional SEO tasks are aimed at helping a website rank in non-localized searches, whereas local SEO tasks focus on improving visibility for a real-world business ranking for local searches.

What are the key tasks involved in local SEO?

1. Claim, then optimize your Google Business Profile
2. Do your keyword research
3. Look at your competitors
4. Build local listings
5. Get more reviews
6. Create localized content

Claim, then optimize your Google Business Profile

Claim your GBP and ensure it’s up-to-date. Important tasks include choosing the right category, maintaining accurate business information, and managing reviews.

Work out the keywords you want to rank for

Research keywords that match your business and customer search intent early in the process. Popular searches include:

• Nail salon near me
• Nail salon in Lincoln Park
• Lincoln Park manicure

Look at your competitors

Identify competitors for your keywords and analyze their strategies for insights on how to position yourself better in local search results.

Build local listings

Create and maintain local citations (mentions of your business’s information) to build trust and provide correct information to search engines.

Get more reviews, then actively manage the ones you receive

Manage reviews to enhance your online reputation and ranking opportunities.

Optimize your website for local search

Ensure that your website is designed for local SEO, which includes optimizing metadata and implementing schema for local businesses.

Creating localized content

Produce content that’s relevant to your locality to enhance authority and search visibility.