Connecting with Local Audiences Online
If we ask ourselves the question: how does local SEO work and how can my local business benefit from it; it is probably best to go back to the basics of SEO.
The aim of using search engine optimisation (SEO) should be to connect with audiences online, whether commercial or informational, and plant good seeds with them that contribute to your business’ future growth.
So if SEO aims at connecting a business with their audiences online then local SEO aims at connecting a business with their local audiences online.
Through the use of business directories, Google Business Profile (or Google My Business, depending on your location) and other online platforms, a bricks-and-mortar business may not necessarily need to have a website indexed on Google to connect with audiences online and boost sales.
That being said, to fully cover your bases, it’s wise to also have a website to make SEO efforts more effective.
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Why Local SEO Is Important
I’ve been a part of the crowd that have asked why local SEO is important. Ultimately, it’s as important as any other tool. With the right intentions and a prudent approach, it can be the roadmap to connecting with local audiences through search engines and increasing sales.
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What Is Google My Business or Google Business Profile?
Google Business Profile is effectively a business directory built into Google’s search engine.
When setting up an account it takes a few extra steps to qualify your business activities and locations of service, compared to other digital business directories.
By doing this, and by integrating Google Business Profile and its users into Google Search, Google makes efforts to match audiences with sellers across both services and products.
Google Business Profile should be thought of as the best-case scenario business directory citation. All other business information online should be consistent with what is shown on the Google Business Profile platform.
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Targeting “Near Me” Local SEO Traffic
Some might say that “near me” local SEO traffic is the traffic most SEOs seek for their clients.
Nothing is guaranteed, but there are steps we can take to attract this type of traffic.
For each “near me” search, there is usually a keyword involved. Our task is to signal to Google’s crawlers that we are:
a) targeting the relevant keywords, and
b) serving the area relevant to the searcher’s location.
Keyword targeting can be done on-page through domain names, titles, URL slugs, headers, body text, schema markup, and directly through Google Business Profile.
Location targeting can also be done on-page and via Google Business Profile.
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What Are Local Directories in SEO and Why Are They Important?
Local directories are important for several reasons. They provide relevant backlinks, lend credibility to a business’ location, and offer another digital reference point with consistent information.
For “near me” and other location-based searches, NAP (name, address, phone number) details play a key role in Google’s decision-making on which vendors to display.
Local directory citations are therefore recommended in most cases. Even remote businesses and freelancers can benefit from them.
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Why NAP Consistency Matters
When it comes to off-page local SEO, NAP consistency is always advised.
If ten different directories list ten different locations, Google may struggle to decide which one is correct. Compared to competitors with consistent NAP details, your business may rank lower.
Explore More SEO Insights
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Is Maps Search Optimisation Worth It?
Maps search optimisation is effectively the same as local SEO. The same efforts that optimise you for Google local search will also optimise you for Google Maps.
Is it worth it? Yes. As long as there is a relevant audience using a directory, it is worth having your business listed there.
About the Author
Karim Chehab is the founder of Pomegranate Marketing, where he helps small businesses grow online through practical SEO and thoughtful web design. He works closely with public bodies, local authorities within the UK to deliver free SEO workshops and tutoring, supporting small businesses to build long‑term digital skills.