Local SEO — Local Search Engine Optimisation

Helping a business show up for nearby searches like "café near me" and on Google Maps.

What it means

Local SEO is the practice of helping a business appear when people nearby search for what it offers. Think of searches like "café near me", "dentist in Indiranagar" or "saree shop in Surat".

For these searches, Google often shows a map with a short list of local businesses. Local SEO helps you get into that list and onto Google Maps.

How it works

The most important tool is your Google Business Profile (formerly called Google My Business). It is a free listing that shows your business name, address, phone number, opening hours, photos and reviews on Google Search and Maps.

Google generally looks at three things for local results: relevance (how well your profile matches the search), distance (how close you are to the searcher) and prominence (how well known and trusted your business is, including reviews).

Keeping your name, address and phone number the same everywhere online, collecting genuine reviews and adding local details to your website all help.

A simple example

A new café opens in Koregaon Park, Pune. The owner claims and verifies its Google Business Profile, chooses the category "Café", adds opening hours, menu photos and a link to the website.

She puts a card on each table asking happy customers for a Google review, and replies to every review. Over a few months, the café starts appearing for "café near me" nearby, and more walk-ins mention finding it on Maps.

Why it matters

Many people searching locally are ready to visit or call soon. For shops, clinics, restaurants and coaching centres, local SEO can bring real footfall and phone calls without spending on ads.

Beginner tips

  • Claim and fully complete your Google Business Profile, including photos and hours.
  • Keep your business name, address and phone number consistent across websites and directories.
  • Ask happy customers for honest reviews and reply to all of them.
  • Common mistake: buying fake reviews, which can get your profile penalised.

Related: SEO, Search intent, UGC