Local SEO vs. regular SEO
Regular SEO tries to rank a website for a search term anywhere. Local SEO is for searches with a place attached, such as "plumber near me" or "accountant in Cranford." Google shows local results with a map and a list of businesses, often above regular website results.
What Google looks at
Google has said local results are based mainly on relevance, distance and prominence. Relevance is how well your profile and site match the search. Distance is how far you are from the searcher or the place searched. Prominence is how well-known you are, which reviews, links and mentions all feed into.
The pieces you control
A complete, accurate Google Business Profile. A fast, mobile-friendly website with clear service pages. Consistent business details across the web. Genuine reviews. A site that says clearly where you work.
What you do not control
Where the searcher is standing, how many competitors are nearby, and how Google weighs each factor at a given moment. This is why no one can honestly promise a ranking.
Where to start
Claim and complete your Business Profile, make sure your site loads fast on a phone, and write a page for each main service. Then ask happy customers for reviews. See our local SEO checklist.
Common questions
Do I need a website for local SEO?
A Business Profile alone can bring calls, but a website gives Google and customers more to go on and is worth having.
Does local SEO work for service-area businesses?
Yes. You can set the areas you serve, and service and town pages help show where you work.
This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.