Local SEO is the process of improving a business’s visibility in search results for searches connected to a particular location. It involves work on your website, Google Business Profile, business information, reviews and other elements that help people find and assess a local business.
If someone searches for “car repair Karlovac”, the aim is to increase the chances that they find a relevant garage, check its services and get in touch.
Local SEO is part of broader search engine optimisation, with a particular focus on geographical relevance. It matters when customers visit your premises or your business provides services within a particular area.
To understand how it works, it helps to distinguish between local search intent, the different types of search results and the activities that can improve local visibility.
What makes a search local?
A search has local intent when the location of a business, service or searcher matters to the answer. The search may include a place name, but the location can also be implied by the context.
Consider these examples:
| Search query | What is the person likely looking for? |
|---|---|
| Car repair Stockholm | A garage that provides car repair services in Stockholm. |
| Car repair near me | A garage close to their current location. |
| Car repair | They may want a local garage, even without naming a place. |
| When should I change my engine oil? | Information about car maintenance, regardless of location. |
A search does not need to include a city name to have local intent. In its explanation of how location affects search results, Google notes that location helps it return relevant results even when the searcher does not specify a place.
For a garage owner, this means understanding what people need and where the business can meet that need. An article explaining when to change engine oil serves a different purpose from a page offering oil changes in Karlovac. Both can be useful, but each needs a clear role.
Where do local SEO results appear?
People can discover a local business through several types of search results. On Google, the main formats to understand are the local pack, Google Maps and organic website results.
The local pack is a group of business listings displayed alongside a map in search results. People can use these listings to check business information and available contact options.
Google Maps lets people search for businesses on a map, view their profiles and get directions.
Organic website results link to individual pages that match the search, such as a garage’s page describing its repair services.
| Search format | What appears? | What can the person find out? |
|---|---|---|
| Local pack in Google Search | Selected business profiles alongside a map. | Basic business details, location, ratings and available contact options. |
| Google Maps | Business locations and profiles. | Where a business is, how to get there and what its profile says about its services. |
| Organic website results | Web pages relevant to the search. | Service details, terms, expertise and how to make an enquiry. |
A Google Business Profile and a website serve different purposes. A profile can help someone quickly check opening hours and contact details. A website gives you more room to explain a service, process or offer.
Local SEO should therefore consider both. The layout and appearance of search results can also vary according to the query and the context of the search.
How does Google rank local businesses?
According to Google’s explanation of local ranking, local results are mainly based on relevance, distance and prominence.
Relevance
Relevance describes how closely a business profile matches what someone is searching for.
Imagine a garage that offers tyre fitting. Clear information about its actual services and an appropriate business category help Google understand the business and match it to relevant searches.
Distance
Distance refers to how far a business is from the person searching. Google uses the location information available to it.
Two people searching for a garage from different parts of the same city may therefore see different local results. A single ranking check captures one location and one moment in time.
Prominence
Prominence refers to how well known a business is. Google lists links to the business, the number of reviews and positive ratings among the information it considers.
These three factors work together. Improvements to your profile, website and other business information need to be considered in that context. They do not guarantee the same position for every search query or every searcher’s location.
What does local SEO involve?
Local SEO brings together activities that give search engines and potential customers a clearer picture of a business. The work needed depends on the starting point, the services offered and the area the business serves.
Google Business Profile
Google Business Profile lets you manage the business information that appears in Google Search and Maps.
Work on a profile includes choosing an appropriate category and providing accurate contact details, opening hours, a business description and relevant photos. This information helps people decide whether the business meets their needs.
For example, someone looking for tyre fitting wants to check whether a garage offers the service, where it is and how to book. The profile should provide clear, current information. Google’s guidelines for representing a business require the information to reflect the actual business accurately.
In a Reddit discussion, a business owner reported that Google was still showing a photo of the old shopfront after the business moved to larger premises. The owner described confusion among customers and later said they had managed to update the displayed photo. After a move, it is worth checking the photos people actually see on your profile as well as the address.
Your website and local content
Your website should explain which services you provide, where you provide them and how someone can take the next step.
For our hypothetical garage, a useful tyre-fitting page could explain how to book, the opening hours, how to reach the premises and what the service involves. Its local relevance comes from useful information connected to the real business.
Use place names where they add meaning. Repeating a phrase such as “car repair Karlovac” throughout a page makes it harder to read. Google’s SEO starter guide identifies excessive keyword repetition as a practice to avoid.
The technical basics matter too: search engines need to be able to access the page, its structure should be clear and it should be easy to use on a phone. Someone who wants to book should be able to find the information they need quickly.
Accurate business information
A business’s name, address and phone number are often referred to as NAP.
These details should be accurate on your website, Google Business Profile and other relevant places where your business is listed.
If a garage moves but some listings still show its old address, customers may receive conflicting information. An inactive phone number can prevent someone from getting in touch even after they have found the business.
In a 2022 Local Search Forum discussion, an author reported that customers using the call button were reaching a different company. The discussion did not establish the cause. The report is a useful reminder that checking contact details can include making a test call directly from the profile.
Keep your information aligned with changes in the business, including a new address, phone number, opening hours or range of services. The priority is to give customers information they can rely on.
Reviews
Reviews help people understand other customers’ experiences. For a garage, they can offer insight into communication, booking and the work carried out.
Managing reviews includes monitoring feedback and responding appropriately. A helpful response to a complaint shows how the business communicates when a problem arises.
Reviews should reflect genuine experiences. Google’s Maps content policies prohibit fake reviews and incentives in exchange for reviews.
Relevant links and mentions
A backlink is a link from another website to yours. For a local business, a relevant source might be a local news website, a trade association or a business partner.
Imagine a local publication interviewing a garage owner about preparing a car for winter and linking to the garage’s website. Readers can learn about the owner’s expertise and explore the services offered.
A business can also be mentioned without receiving a link. A mention and a backlink are different things. Assess their usefulness according to the source, context and information they provide to readers.
What is the difference between local SEO and Google Ads?
Local SEO focuses on organic visibility. Google Ads is paid advertising. A business can use both, with separate goals and performance tracking.
Google Business Profile is a free tool. Professional local SEO services can involve a fee because the work may include analysis, content improvements, technical changes and other activities.
That is different from paying for ads. In its guidance on hiring an SEO, Google explicitly states that advertising does not affect a website’s position in organic search results.
For a garage, the decision about where to invest depends on its goals, demand, current visibility and capacity to take on new customers. Measure advertising and SEO according to what each contributes to the business.
How do you measure local SEO success?
Assess local SEO through visibility, customer interactions and actual business results.
In a 2024 Local Search Forum discussion, a contributor reported a substantial drop in calls for an appliance repair business despite similar average map rankings in tracking reports. The cause was not established. This individual account illustrates why rankings should be considered alongside enquiries and booked work.
Google Business Profile performance data shows views and available interactions, such as website clicks, direction requests and clicks on the call button.
The “calls” metric counts clicks on the call button. You need additional records to establish how many conversations took place, appointments were booked or new customers were acquired. Profile performance data can also include activity associated with Google Ads.
For your website, Google Search Console provides information about search impressions, clicks and queries. This helps you understand which local searches bring people to your content.
Our hypothetical garage could track searches related to tyre fitting, visits to its service page and booked appointments. Comparisons are more useful when they account for the period being measured, seasonality and other changes in the business.
Start by checking whether your profile, website and business details clearly describe what you offer and where you operate. This helps identify specific priorities. For a professional assessment of your local visibility and a plan for improvement, contact Primerank.
FAQ
Google Business Profile is one part of local SEO. Local optimisation also involves your website, local content, accurate business information, reviews and relevant links. Improving your profile is an important step, but the work needed depends on your wider online presence.
Creating and using a Google Business Profile is free. Updating information yourself takes time, while hiring a specialist, producing content and making technical improvements can involve costs. Paying for those services is separate from paying for Google Ads.
Yes. You can handle some activities yourself. Start by checking your business category, contact details, opening hours, service descriptions and the clarity of the information on your website. Professional support can help when you need to diagnose poor visibility or make more complex technical changes.
The number of reviews is only one of the things Google considers. Local rankings also depend on relevance to the specific query, distance from the searcher and the business’s prominence. Having more reviews does not, on its own, guarantee a higher position.
Google considers the searcher’s location when displaying local results. The same query from different parts of a city can therefore produce a different order of businesses. One check on your own phone gives you only part of the picture.
No. Paying for Google Ads does not improve your website’s organic position, and you cannot buy a higher position in local search results. Ads can be a separate way to attract customers, with their own budget and performance tracking.
Track how people find your business and compare that information with actual enquiries, bookings and completed work. Google Business Profile shows certain interactions, but its calls metric counts button clicks rather than completed conversations. To assess the business impact, keep your own records of contacts and new customers.
