What is local SEO?
Local SEO is mostly decided off your website, in a Google Business Profile, and inside rules most businesses have never read.
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Quick answer
Local SEO is the work of making a business appear when people search for its products or services nearby, in Google's map results and in the local results below them. Google says local results are mainly based on relevance, distance and prominence, so the work centres on a complete and accurate Google Business Profile, genuine reviews, consistent business details and a website with a clear page for each service and location.
Key takeaways
- Local results depend on relevance, distance and prominence, in Google's words.
- You can't pay Google for a better local ranking.
- Distance is fixed; relevance and prominence are where the work goes.
- Paid or incentivised reviews break Google's rules and get removed.
Local SEO and regular SEO
| Local SEO | Regular SEO | |
|---|---|---|
| Where you appear | The map pack and local results | Standard search results |
| Main asset | Google Business Profile, plus your website | Your website |
| What decides it | Relevance, distance and prominence | Relevance and quality of the page |
| Who it's for | Businesses serving customers in an area | Any site |
Where local results appear
For searches with local intent, such as "plumber near me" or "dentist Joondalup", Google usually shows a map with a short list of businesses, then standard results below it. The map list comes from Google Business Profiles; the results below come from websites. Both count, and a business can do well in one and poorly in the other.
How Google ranks local results
Google says local results are mainly based on relevance, distance and popularity, and it describes the third factor as prominence.
| Factor | Google's description | What you control |
|---|---|---|
| Relevance | How well a Business Profile matches what someone is searching for | Categories, services, description and a website that covers each service |
| Distance | How far each business is from the customer who's searching | Almost nothing: it's where you are |
| Prominence | How well-known a business is, including links to the business and its reviews | Reviews, replies, links and mentions |
Google also says more reviews and positive ratings can help a business's local ranking, and that there's no way to request or pay for a better local ranking.
Local SEO strategies, in order
- Verify and complete your Google Business ProfileName, address or service area, hours, phone, website, photos.
- Choose categories and list servicesThe primary category matters most; add every service you actually offer.
- Build a steady flow of genuine reviewsAsk every customer, reply to every review, and never pay or reward people for them.
- Keep business details consistentThe same name, address and phone number on your site, profile and directories.
- Give each service and location a pageA clear page per service, and per real location if you have several, with local business structured data.
- Earn local linksIndustry bodies, suppliers, local associations and sponsorships, marked sponsored where paid.
Rules that get profiles suspended or reviews removed
| Practice | Google's rule |
|---|---|
| Adding keywords or locations to your business name | Including unnecessary information in your business name isn't permitted |
| Using a virtual office or remote mailbox as your address | A virtual office isn't eligible for a Business Profile; remote PO boxes and mailboxes aren't acceptable |
| Paying or rewarding customers for reviews | Paid reviews, and incentives such as discounts or free goods for reviews, are prohibited |
| Asking only happy customers to review | Google's rating manipulation rules prohibit selectively asking for positive reviews |
| Reviews from staff or one person's multiple accounts | Removed as fake engagement or conflict of interest |
Sources: Google's Business Profile guidelines and Maps prohibited and restricted content policy.
Service-area businesses and addresses
If you visit customers rather than having them come to you, Google's guidelines say to hide your business address and set a service area instead. You still need a real address to verify the profile; it just isn't shown. A shared or virtual office you don't operate from doesn't qualify.
Measuring local visibility
- Your Business Profile performance: calls, website clicks and direction requests.
- Rankings checked from several points across your service area, because local results change with the searcher's location.
- Search Console: clicks and queries for your service and location pages.
- Enquiries you can trace back to the profile or the website.
Where to start
- Claim and verify your Google Business Profile.
- Fill in every field, and choose the most specific primary category.
- Check your name has no added keywords or suburbs.
- Make sure your site has a page for each main service.
- Start asking every customer for a review this week.
If you'd like this done for you in Perth, see local SEO in Perth.
Common questions
What's the difference between local SEO and SEO?
Local SEO aims to appear in Google's map and local results for nearby searchers, and depends heavily on your Google Business Profile. Regular SEO aims at the standard results and depends mainly on your website.
Can I pay Google to rank higher in the map pack?
No. Google says there's no way to request or pay for a better local ranking. Ads can appear above the map, but they're labelled as ads.
Do I need a shopfront or physical address?
You need a real address to verify a Business Profile, but service-area businesses should hide it and show a service area instead. A virtual office isn't eligible.
Can I offer a discount in exchange for reviews?
No. Google's policies prohibit incentives such as discounts or free goods for posting reviews, and such reviews can be removed.
Why do my rankings look different from another suburb?
Because distance is one of Google's three local factors. Results change with where the searcher is, so check from several points across your area.
Is a Google Business Profile enough without a website?
It can get you into the map results, but a website with a page for each service supports relevance, and is where most people go before contacting you.
How long does local SEO take?
It depends on your starting point and competition. Fixing an incomplete profile can show effects quickly; building reviews and prominence takes longer.
Where to next
If you would rather have someone do this than read about it, the commercial page for this work is Local SEO in Perth.
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