What is Local Seo?

As the Internet, and the huge amount of websites that it displays, grows larger every year, both old and new websites are even more crowded, competing for diminishing space on the SERPs. Without SEO small websites would disappear as individuals, like trees in a forest. They must stand for something.


That is, each page that is added to a website, is “optimised” with some well chosen “meta data” that is indexed by search engines. It is not hidden data, in most cases the data is also in the “key words” of the title and within the context of the words on the page.

Search engines like Google, have little bots that index web pages. They have highly complex formulas (algorithms) that sort the data the bots get, for their index. If the bots find meta data on a page, they add it to their index data. If they do not find meta data, they “guess” about what to add into those boxes.

Often, although they don’t get it wrong, they could get it “better”. Better for you and your website that is. This is why we go to the extra trouble of optimising web pages using SEO.

SEO uses keywords and keyword phrases to optimise a web page. The search engine will analyse the page and give it a score. If the page is well written the page gets some page rank for a keyword or phrase. If it is well written and well optimised, it will likely make the first SERP page for it’s chosen keyword phrase. It depends on the Competition.

SERP stands for Search Engine Result Pages. The page that appears when you do a search for something using Google or any web browser. This page normally has only 10 results, although it is currently being stretched to include more. Way back when, people clicked through page after page of SERPs because they couldn’t find what they were looking for.


A keyword phrase is like this article’s title “What is local SEO”. A single keyword is often the topic or category of an article, such as SEO. I hope that maybe this article will be presented if someone types this keyword phrase into a search box.

Local is, of course, relevant to where you are. A USA supermarket website will be of little interest to a person in Europe. A carpet cleaner’s website in the UK is useless to a person in China. Even a flying doctor will not travel from Alice to Timbuktu!

The search engines know this and part of that complex sorting process, includes working out where (what location) to index this page for. It will be looking for GEO data on the page to tell it if the page should only be on a SERP for a local area.

Local SEO means that as well as optimising for a topic keyword, you are also optimising for a location keyword. A shop website in one City can be found by its name and url, but it will only appear in the local SERPs for the city where it trades. If that data is not on the website, or is unclear, the website may appear where it should not, or not be available where it should.


It ensures that the search engines are quite clear about what you want to be indexed for and where your website is relevant for. Local SEO has strategies for both on page optimisation and off page optimisation.

The more page 1 results in the SERPs you get, the more people get to see your website with search terms relevant to your website, and you don’t clutter up SERPs in locations that are out of range of your business or services.


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