A local, or localized, query is a search performed on a search engine that incorporates a geographic element such as a city, region, country, or other location indicators. For example, queries like “Burgundy Museum,” “Pizza Amiens,” or “Brest Cinema” are considered localized searches. A search engine like Google may identify a query as local based on its context, even if no geographic term is explicitly mentioned. This distinction is particularly relevant for certain searches performed on mobile devices.

In 2016, Google reported that nearly a third of mobile searches were local queries. By 2020, it was generally estimated that over 40% of searches on the engine were local in nature. The economic and marketing implications of these searches are therefore significant, and various strategies, such as local SEO, are implemented to optimize a business’s visibility and ranking in local search results.

Local SEO thus plays a crucial role in search engine optimization. Its aim is to drive traffic to a website offering local information or services (such as a car dealership’s website), or to more directly encourage users to visit a physical store by highlighting information about its location or opening hours, particularly through tools like Google Business. For example, Google can understand the local nature of a search performed on a computer, even in the absence of explicit geographical information.