Local SEO encompasses specific search engine optimization strategies aimed at favorably positioning a website, mobile application, or practical information related to a given address in search engine results pages (SERPs) such as Google. This approach is commonly adopted by businesses operating locally, as well as by large national or international companies with local branches or agencies seeking to meet local needs. For example, a national tutoring company would seek to optimize the visibility of its agencies for local queries such as “math lessons in Amiens” or “math lessons in Nantes.”

Local SEO can be used to increase traffic to a website or mobile application, or to generate more direct interactions such as in-store visits or phone calls. Depending on the industry, local SEO objectives may include appearing in local results, particularly using Google Business Profile, or in Google’s standard search results. In the case of a network of points of sale (shops, agencies, dealerships, etc.), a specific approach may be adopted.

For example, in some industries, the goal of local SEO is to appear in the “local pack,” while in others, the focus is on the traditional SERP, especially for searches performed on a computer. Local SEO strategies generally involve using Google Business Profile, content optimization, integrating geographically relevant keywords for national businesses with a local presence, and even automated citation generation.

A study of 150 SEO professionals identified the main ranking factors influencing local positioning in the local pack as well as in organic search results.