SEO glossary

Local SEO

Local SEO is the work of making a business visible in search results for people nearby, or for searches that name a place, such as 'accountant in Leeds'. It covers the business's Google Business Profile, reviews, location pages, local links and listings, and how it appears in the map results in Google Search and Maps.

Reviewed by Gareth Hoyle, Managing Director
Last reviewed 31 October 2026

How does Google rank local results?

Google says local results are based mainly on three factors, and that there is no way to request or pay for a better local ranking.

Relevance: how well a Business Profile matches what someone is searching for
Distance: how far the business is from the searcher, based on what Google knows of their location
Prominence: how well known the business is, including how many websites link to it and how many reviews it has

What is a Google Business Profile?

It is the free listing that shows in Maps and local results, called Google My Business until November 2021. Google recommends verifying it, keeping address, hours and categories accurate, adding photos and responding to reviews. Its guidelines say the name must match the business's real-world name without added keywords, and that service-area businesses, such as a plumber working from home, should hide their address.

Local SEO beyond the profile

The website still matters. Prominence draws on links and on how the business appears across the web, and a page for each location or service area gives Google something specific to match. LocalBusiness structured data can describe opening hours and departments. Keeping the name, address and phone number identical on the site, the profile and directories avoids conflicting details.

Example

A family law firm with offices in Leeds and Bradford gives each office its own Business Profile with the correct category and hours, and a matching location page on its site. It asks clients for reviews when a case closes and replies to each one. A search for 'divorce solicitor Bradford' can then show the Bradford office rather than the Leeds address.