If you own or work in marketing for local businesses, understanding how to appear in local search results can make or break your success.
When people search for businesses "near me" or use specific city names in their searches, they're shown a unique set of results designed to help them find local services, stores, and professionals. These results don't work the same way as regular Google searches, which can make getting found in Google local search results a challenge for business owners.
This guide will walk you through what local search results are, how they work, and how you can optimize your business to appear in them. Whether you're a brick-and-mortar shop, a service-area business, or just someone looking to understand local search better, this beginner-friendly guide will set you on the right path!
Who Do Local Search Results Matter For?
Local search results are essential to two main groups: local businesses and consumers.
Local Businesses
If you run a local business, such as a cafe, a plumbing service, or a boutique store, appearing in local search results on Google and other platforms can drive more customers to your door.
Local search is one of the most effective ways to reach people actively looking for your products or services in their area. Optimizing for local search helps businesses:
- Get discovered by nearby customers
- Increase foot traffic, phone calls, and appointments
- Stand out from competitors in search results
Consumers Searching for Local Businesses
On the other side of the equation, consumers rely on local search results when they need immediate solutions.
Whether a person is looking for a restaurant for dinner, a locksmith in an emergency, or a nearby auto repair shop, local search helps them quickly find and evaluate businesses based on proximity, reviews, and service details.
How Are Local Search Results Different From Normal Search Results?
Unlike standard search results, local search results are designed to show businesses relevant to a specific geographic area.
They Appear for Searches with Local Intent
If someone types "best pizza near me" or "plumbers in Chicago," Google understands that they are looking for businesses in a specific location (their search has local intent).
They Are Influenced by Your Physical Location
On mobile devices, local search results can change dynamically based on where you are when you search.
They Include a Local Pack
This is the set of business listings, usually Google Maps results or Bing Maps results, displayed above standard organic search results in browser-based searches.
Examples of Different Types of Local Search Results
Google Local Search Results
With nearly 90% of all online search traffic, Google dominates the local search space. When someone performs a local search, they typically see:
- The Local Pack: A box displaying three business listings, along with a map. These results are pulled from Google Maps and include information from Google Business Profiles (formerly Google My Business).
- Organic Local Search Results: These are standard website links below the local pack, often showing other directory listings or individual business websites.
- Google AI Overviews and AI-Organized Search Results: Google is increasingly incorporating AI-generated results into local search results, which could provide new opportunities for businesses to be discovered.
Non-Google Local Search Results
While Google dominates, other platforms also offer their own versions of local search results for those who use them:
- Bing Local Search: Bing has its own local pack and Bing Maps results, but it pulls data from a broader range of sources, including Bing Places for Business, Yelp, and Tripadvisor.
- Social Media Search: People are increasingly turning to Facebook, Instagram, TikTok, and even Reddit to find local recommendations. Many of these searches result in "zero-click" traffic, where users find what they need without clicking on a website.
- YouTube Local Search: Video content is gaining importance in local discovery, especially for industries like restaurants, real estate, and home services.
How Can You Appear in Local Search Results?
Ranking well in Google local search results requires more than just setting up a Google Business Profile (GBP). To maximize visibility, businesses should take a multi-faceted approach that includes GBP optimization, website SEO, content marketing, and social media strategies, among other things.
1. Optimize Your Google Business Profile (GBP)
Your Google Business Profile is the foundation of local SEO. Since Google pulls local pack results from GBP, an optimized profile is crucial for ranking.
To improve your GBP:
- Ensure all business information is accurate: This includes your business name, address, phone number (NAP), business hours, and website URL.
- Choose the right categories and attributes: GBP categories and attributes help Google understand your business and match it with relevant searches.
- Encourage and manage customer reviews: Businesses with high-quality, frequent reviews rank higher. Responding to reviews builds trust and engagement.
- Upload high-quality photos and videos: Businesses with visual content perform better in Google local search results.
- Use Google Posts: Regular updates about promotions, events, and services help keep your profile active and engaging.
- Watch out for unwanted "Suggested Edits": Use a GBP change monitor to keep a vigilant eye on your profile and prevent unauthorized updates from competitors and other users.
2. Use a Local Search Results Checker to Track Rankings
A local search result checker (or local rank tracker) helps monitor your visibility in different geographic locations. These tools show:
- How your business ranks for various search terms across multiple areas
- Which competitors are ranking higher and potential reasons why
- Where you need to improve your local SEO strategy
By tracking your rankings over time, you can make data-driven adjustments to your local SEO strategy to boost your presence in local search.
3. Optimize Your Website for Local SEO
Your website plays a major role in Google local search results and organic rankings. Key elements of on-page SEO include:
- Optimizing title tags and meta descriptions: Include local keywords (e.g., "Coffee Shop in West Vancouver") in page titles and meta descriptions.
- Embedding Google Maps: Displaying a Google Map of your business location on your website reinforces your local relevance.
- Adding schema markup: Local Business Schema helps search engines understand your business details, improving visibility in rich search results.
- Ensuring fast loading speed and mobile-friendliness: Google prioritizes fast, mobile-optimized websites in search rankings.
4. Create Hyperlocal Service Pages
If your business serves multiple areas, hyperlocal service pages can help you rank higher in different locations. These are individual pages targeting specific cities, neighborhoods, or service areas.
A well-optimized hyperlocal service page should:
- Include location-specific keywords naturally throughout
- Feature customer testimonials and case studies from that area whenever possible
- Highlight services tailored to the needs of that specific community
- Embed a local Google Map and contact details
For example, a plumber operating in multiple California cities might have separate pages for "Emergency Plumbing in Los Angeles" and "Drain Cleaning Services in Santa Monica."
5. Leverage Content Marketing for Local Search Visibility
Creating locally relevant content helps your business appear in both traditional search results and zero-click searches (where users find the answer directly in search results without clicking a website).
Effective local content marketing strategies include:
- Writing blog posts on local topics: Examples of topics are "Top 10 Coffee Shops in Downtown Seattle" or "How to Winter-Proof Your Home in Chicago."
- Creating local guides: A restaurant could publish "The Ultimate Foodie's Guide to Austin," which includes recommendations and mentions of their own business.
- Publishing customer success stories: Case studies and testimonials with location-based keywords help reinforce local relevance.
- Answering local FAQs: Blog posts that answer common questions related to your industry and location can rank in Google's "People Also Ask" section.
6. Get Listed in Local Directories and Citation Sites
Citations (mentions of your business name, address, and phone number) across reputable websites also help improve local search rankings.
Key local directories to get listed in include:
- Google Business Profile
- Bing Places for Business
- Yelp
- Tripadvisor (especially for hospitality and tourism businesses)
- Facebook Business Pages
- Apple Business Connect
- Industry-specific directories (e.g., Avvo for lawyers, Zocdoc for healthcare professionals)
Ensure your business information is consistent across all listings, as inconsistencies can negatively impact rankings.
7. Use Social Media to Appear in More Local Searches
Social media platforms are increasingly used as local search engines. People search for businesses on Facebook, Instagram, TikTok, YouTube, and Reddit, often without using Google.
To improve your visibility:
- Optimize your social media profiles: Ensure your business name, location, and contact details match your website and GBP.
- Post location-specific content: Highlight events, promotions, and updates related to your community.
- Encourage check-ins and reviews: When customers check in on Facebook or leave Instagram comments about your business, it increases social proof.
- Use local hashtags: Tags like #SeattleEats or #NYCPersonalTrainer can help people discover your content.
- Leverage short-form video content: TikTok and Instagram Reels showcasing your business can gain local traction.
8. Build Local Backlinks
Backlinks (links from other websites to yours) improve local SEO and help Google see your business as authoritative. To build local backlinks:
- Partner with local bloggers and influencers who can review your products or services.
- Get mentioned in local news sites or community blogs by participating in charity events, sponsorships, or business collaborations.
- Join local business associations that feature member directories with links to your site.
9. Encourage More Customer Reviews (Beyond Google)
While Google reviews are crucial, businesses should also focus on reviews across multiple platforms, including:
- Yelp
- Tripadvisor
- Industry-specific review sites (e.g., attorney rating sites for lawyers and law firms)
More positive reviews on these platforms can improve visibility in a wider variety of local search results while also attracting customers who use these platforms directly for local recommendations.
Conclusion
Local search has transformed the way businesses connect with their communities, making it one of the most powerful tools for driving real-world traffic and conversions. But simply existing online isn't enough. Getting found in local search results requires strategy, consistency, and a deep understanding of how people search for businesses like yours.
Additionally, it's important to remember that local search is always evolving. Google's AI-driven results, the rise of social media search, and shifting consumer behaviors mean that businesses must stay agile. Those that continuously refine their local SEO strategy, by continuously tracking rankings, engaging with customers, and adapting to new search trends, will maintain a competitive edge.
