Local SEO

Local SEO: What is its role and importance?

Local SEO is an essential SEO strategy often underestimated by most brick-and-mortar businesses that serve a specific location. Well, many might think, when there is a well-optimized business website through which you can target the entire online world with higher rankings on search engines, then what is the need for local SEO?

But, according to Google, almost 46% of its searches have a ‘local intent’ included.

That’s why every business needs to get found in local search results to reach its full potential. And there are high chances to scale up the businesses when found by their local audience searching online for their products/services.

This article will take you through the ins and outs to understand its role and significance in improving businesses by increasing the chances of ranking higher for local search results.

What is Local SEO?

It is a branch of SEO that mainly focuses on optimizing a business’s website on search engines to rank higher for search terms that include a local intent. The local intent in the search terms can be either the physical location of a business or the specific region.

Who should adopt Local SEO?

Any business with a local storefront either at a single or multiple locations or which serves a set of specific local areas should use local SEO. In addition, serviced-based businesses where the workers can travel to the customer’s location in a specified geographic area can use this to improve their business. Some of the examples which fall under service-based businesses include plumbing, construction, electrical services, etc.

What are the benefits of Local SEO?

Investing in local SEO is beneficial for both brick-and-mortar and service-based businesses as well. To run with the pace of the digital world, today’s businesses should maintain both physical and digital storefronts. It helps you make your digital storefront visible online and attracts more customers. Apart from this, it brings many advantages that help even small businesses turn big with continuous efforts.

The benefits of local SEO include:

  • Increased footfall to storefronts with the customers who are either local or searching for the products/service in the specific locations.
  • Helps to establish business’s brand image
  • Boosts website traffic for the most relevant searches
  • Bridges the gap between the businesses and customers with increased accessibility
  • Improves lead count with calls/bookings and thus results in higher ROI
  • Reduces the need for paid advertising
  • Builds trust and authority by elevating the level of appeal in the local market 

How different is local SEO from SEO?

While general SEO mainly focuses on achieving higher rankings for niche-specific queries on SERPs, local SEO aims to rank the websites in higher positions in specific geographical locations for the searches with a local component. Small businesses can benefit from the local audience, who often perform online searches.

In addition to this, Google can also understand to a certain extent whether the audience is looking for a local solution or not based on the search term, even if the local component is not included. Therefore optimizing a website for local SEO with location-specific keywords and building quality backlinks to the local events pages can boost its online presence in relevant areas; where the storefront is physically located or in the set of specific areas a business serves its customers.

Finally, local SEO refers to all the search engines and not Google alone. Though Google is the most used search engine worldwide with a whopping 92% of its search engine market share, it is also important for businesses to optimize on other search engines like Yahoo, Bing, and Apple.


1. What is Local SEO?
Local SEO (Search Engine Optimization) is a subset of SEO that focuses on optimizing a business’s website to rank higher in search engine results for queries with local intent. It aims to improve a business’s visibility for local searches, helping them connect with customers in specific geographic areas.

2. Why is Local SEO important for businesses?
It is crucial for businesses that have physical storefronts or serve specific local areas. It helps increase foot traffic to physical stores, establishes brand image, boosts website traffic for relevant local searches, improves accessibility to local customers, generates leads, builds trust and authority, and reduces the need for paid advertising.

3. Who should adopt Local SEO?
It is beneficial for businesses with physical storefronts, multi-locations, or those that serve specific local areas. Service-based businesses that offer services in specific geographic regions, such as plumbers, electricians, and contractors, can also benefit from this.

4. How is Local SEO different from general SEO?
General SEO focuses on achieving higher rankings for niche-specific queries, while local SEO targets specific geographic locations for searches with local intent. It aims to connect businesses with their local audience by optimizing for location-specific keywords and building quality backlinks to local events pages.

5. What are the benefits?
The benefits include increased footfall to storefronts, improved brand image, boosted website traffic for relevant searches, enhanced accessibility to local customers, increased lead count and ROI, reduced reliance on paid advertising, and elevated trust and authority in the local market.

6. Does Local SEO only apply to Google?
No, it applies to all search engines, not just Google. While Google is the most used search engine, businesses should optimize for this on other search engines like Yahoo, Bing, and Apple as well.

7. How can businesses get started with Local SEO?
To get started, businesses can collaborate with a professional digital marketing agency like Startup Icons. Our team of experts can help optimize websites for local searches, target specific geographic areas, and create a robust local SEO strategy for improved visibility and customer engagement.

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