PIPELINEGlossary · Search and visibility
What is Local SEO?
Local SEO includes all measures by which a business is found for searches with local intent — such as “electrician near me”. The most important lever here is not the website but the Google Business Profile.
01 — Context
Local SEO in detail
Google's local algorithm weighs three core factors: relevance (does the business match the query), distance (how far away is the business), and prominence (how established does it appear). You have direct influence over two of them.
In practice, that means: a complete business profile with the correct primary category, maintained opening hours, real photos, regular reviews, and consistent name, address, and phone number across all directories.
02 — Practice
What this means for small businesses
For location-based businesses, local SEO is almost always more effective than traditional search engine optimization — and getting started costs nothing but time. The most common avoidable mistake is choosing the wrong primary category: it determines which search queries your listing even appears for, and can be corrected in minutes. Almost as common are outdated opening hours around holidays, which lead to bad reviews for no substantive reason.
03 — Questions
Frequently asked questions
Do we need our own website for this?
It helps, but it's not a prerequisite. A maintained business profile also works on its own — the website amplifies the effect.
How long does it take to see results?
With profile maintenance, often a few weeks. Reviews and recognition take longer but have a more lasting impact.
04 — Continue
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- Long-tail keyword
- AI Overview
- Structured data
- Indexing
- Content Management System (CMS)
- Language model (LLM)
- Conversion
- Knowledge base
- All terms
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