What is local SEO and does my business need it?

The backbone of local SEO is your Google Business Profile. Claim it, fill in every field, pick accurate categories, add real photos, keep your hours current, post updates, and actively collect and reply to reviews. This is what feeds the map pack — the block of three local results with a map that appears for location-based searches.

Beyond the profile, local SEO relies on consistency. Your business name, address and phone number should match exactly everywhere they appear — your website, directories and listings. Local citations in reputable directories, location-specific pages on your site, and genuine reviews all strengthen your standing for "near me" searches, which are heavily driven by distance and relevance.

You need local SEO if customers come to you or you travel to them — shops, clinics, restaurants, salons, and service businesses across a city or region. You need it less if you sell purely online to a national or global audience, where conventional and content SEO matter more than the map pack.