What Is Local SEO?
Local SEO (local search engine optimization) is a method of enhancing your website with the objective of improving your organic ranking in the search engine results page (SERP) for location-specific search terms.
In short, we implement various adjustments and improvements to assist Google in understanding what your business does and what your value offering is, so that you are accurately displayed (if Google finds you worthy) in SERP and Local Packs.
Local SEO is similar to organic SEO with the addition of your customer’s geographic location.
For giggles, let’s imagine you’re managing a law practice in Hamilton.
When a user searches for “law firm in hamilton” or “nearby law firms,” you want your website to be served on top of the search results in your locale—ideally, within the top 3 rankings on SERP. It will look like this:
To us SEOs, this is fondly described as the Local 3-Pack. These ‘business cards’ are shown above the normal organic listings in Google search.
What is a Local 3-Pack & How Does It Work?
We’ve all searched for a business or service online and, if you were looking for something locally, you’ve probably noticed the map that accompanies your search results. Google has implemented a Local 3-Pack that will show you the most relevant businesses for your local search.
If you search for something like: “doctor near me,” “doctors office in [your location],” or simply “doctor,” Google recognizes that you’re exploring your local options and will serve you a Local 3-Pack section at the top of the search results.
The local businesses that are displayed here rely heavily on your geo-location and Google will display the most relevant results in your area.
Users can get a quick feel for a business in an instant—from their full phone number, address, hours of operation, and even other customer reviews.