Local SEO
Local SEO is the practice of improving a business's visibility in location-based searches, such as "near me" queries and the Google Maps local pack, through its Google Business Profile, local pages, reviews and consistent business details.
How local rankings work
Google says local results are based mainly on relevance, distance and prominence (Google Business Profile guidelines). Relevance comes from categories, services and content. Distance is the searcher's location. Prominence comes from reviews, links and how well known the business is.
Why reviews matter so much
BrightLocal's 2025 survey found 86% of consumers use Google to read local business reviews and only 4% never read them (BrightLocal Local Consumer Review Survey 2025). Reviews influence both ranking and the decision to call.
What to do
Keep your Google Business Profile complete and accurate, build five to ten pages for your main services and areas, ask every customer for a review and keep your details consistent everywhere. See local SEO and how to rank in the local pack.