What Is Local SEO?

Posted on September 11, 2025 in Blog

Nearly half of all Google searches have local intent, which means users are looking for products, services, and expertise right around the corner. Effective local SEO strategies ensure your franchise location or small business occupies the top of the search engine results page (SERP), growing brand awareness and driving high-quality leads.

In this guide, we’ll answer common local SEO questions, including how we define local SEO and why this strategy is so important for sustainable, cost-effective growth.

Getting Started: The Basics

Local SEO encompasses more than just keyword targeting, particularly as Google and other search engines introduce new algorithms and AI-focused ranking factors. Find out what local SEO means and the basic elements of local SEO optimization.

What is local SEO?

SEO stands for search engine optimization, the process of optimizing your website to appear when users search on Google, Bing, or other search engines. Local SEO is all about getting your business in front of people searching for your services in a specific area. For franchises, it means making sure each location is visible when people nearby search for a relevant offering.

How does local SEO work?

Local SEO focuses on introducing unique content and localized keywords on product, service, or city pages to make them more relevant for a local customer. This localization is what separates national SEO from your local SEO strategy; for franchises, this requires careful planning and coordination to ensure the system and individual locations benefit. Local SEO efforts should also include local listing management, technical site health optimization, and building social signals that your business is the real deal.

What are local SEO ranking factors?

Google’s local SEO ranking factors – i.e., the various signals it uses to rank local businesses’ web pages in search results – are not explicitly shared and are subject to its ever-changing algorithm. Not all the signals are on your website or even directly under your control.

Local ranking factors include:

Local links: It’s helpful to have links from other local businesses, such as the Chamber of Commerce or Better Business Bureau, linking to your site. These are called backlinks. Additionally, the pages on your site should be strategically connected with links, in the navigation or on-page. These are called internal links, or inlinks.
On-page optimization: It’s important to use local keyword variations in page copy, especially page titles and headers. The content should be unique on each page and helpful, not fluffy.
Proximity: This refers to the proximity of the searcher to your business location. We included an example below.
Local listings: Maintaining and optimizing your Google Business Profile and other local listings improves rank. Make sure you’re cultivating positive reviews and responding to comments, too!
Technical website health: Google rewards fast websites that are mobile-friendly and don’t lead users to unexpected dead-ends.
Social signals: Maintain an active presence on social media, generate some buzz, and respond kindly to people who engage with your business.

Proximity’s Power: A Real-Life Example

When it comes to local SEO, proximity to the searcher is an important local SEO ranking factor.

Check out this screenshot for the query “restaurants in Traverse City”:

Screenshot of Traverse City restaurants with red square superimposed on focus area.

Each of those three restaurants – Spanglish, PepeNero, and Trattoria Stella – is less than 100 yards from Oneupweb’s office. Proximity is in their favor if we are their prospects!

Another ranking factor that’s working in favor of those three eateries is their great reviews on their Google Business Profiles and other local listings.

They do have some factors working against them: Spanglish’s website could use some improvement, PepeNero’s website isn’t secure, and Semrush shows that Stella has an organic rank of #23 in Google for “traverse city restaurants” – not exactly tops.

So, proximity and high-quality local listings (and reviews) outweigh on-site shortcomings and help these businesses rank well for searches from users who are very nearby. If they were to optimize their sites further, they could rank better not only in the Local Pack (which is the feature shown in the screenshot) but also in the top search results that appear below that.

There are some ways to overcome limitations associated with your location, especially if you’re a service-area business. We have some excellent tips on optimizing your local SEO strategy, even if you don’t have a set business location. We also recommend that you stop hiding your address if you’re a service-area business.

Why Does Local SEO Matter?

Nearly 46% of all Google searches have local intent. Whether they include a branded search for a local business, a localized keyword (“plumbing contractor in City”), or “near me”, these local queries are incredibly valuable for small businesses or franchise locations.

Local search is “high intent.” People looking for a local product or service are ready to become customers.

76% of consumers who search for “near me” visit a business within a day
50% of consumers who conduct a local search on their mobile phone visit a local store within 24 hours.
18% of local searches result in a purchase the same day.

Local search is less competitive. “Enterprise SEO,” with a national or international audience, involves trying to rank for keywords with tens of thousands of searches per month and thousands of competitors. Local SEO involves trying to rank for geo-specific keywords with 10 searches per month and just a few competitors. It’s more focused, and the website traffic received from local SEO is higher quality.

Who Needs Local SEO?

If your business sells products or services in a geographically defined area, you will benefit from local SEO.

What Are the Benefits of Local SEO for Small Businesses and Franchises?

The primary benefit of local SEO is efficiency. Most franchises and small businesses have limited marketing budgets and sales resources, which means reliable return on investment is the top priority for these small but mighty teams. Investing in a sound local SEO strategy lays the groundwork to win quality leads without having to rely entirely on paid search and local service ads to make the phone ring.

Other benefits include more qualified leads, reduced sales efforts for weeding out prospects outside your service area, and increased brand awareness in your local or regional market. Find out how local SEO fits into your marketing budget with this explainer.

WATCH THIS: What Is Local SEO?

Local SEO FAQS

Our local SEO team works with small business owners and franchisees, offering customized local SEO strategies for franchises across various industries. If you have questions for our local SEO experts, we’d love to hear from you! Here are some of the most frequently asked questions we receive from local business owners.

What is a page?

A page is any single screen of content on your website, like your homepage, contact page, or a blog post. Local SEOs often call these pages “landing pages,” as the goal of these optimized pages is to be where users first enter the site, or “land.” A page resides on a single URL, also known as its web address.

What is Google Business Profile (GBP)?

GBP is the free business listing that shows up on Google Maps and in local search results. It includes your address, hours, phone number, and more. Keeping it accurate and up to date helps people find you. (You may remember when it was called Google My Business.)

Why should you invest in local SEO?

National recognition is great, but people nearby still need to find their closest location quickly and easily, and local SEO achieves that. Franchises in particular can benefit from local SEO, as each location must differentiate itself within its own community.

Why does SEO take time?

SEO is a long game. It takes time for Google to notice web page changes and trust your site more than your competitors. But good SEO builds momentum and gets stronger over time, ensuring organic leads for years to come.

Franchise-Specific SEO Questions

Do all locations need their own pages?

Yes. Unique pages help search engines understand each location. It also provides your customers with accurate local information – such as hours, services, or staff bios.

What does a local SEO agency do for franchises?

We make sure every location is set up for success online. That includes optimizing GBP listings, writing and updating location and service pages, managing reviews, and making sure everything follows SEO best practices.

Can local SEO help with recruiting?

Absolutely. If your job postings are hard to find, you’re missing out on good people. Optimizing your site and listings can help attract quality applicants in each market.

Is it okay to use the same content on each location page?

No. Google prefers unique content, so we recommend tailoring each page to the local area and optimizing it for local keywords. A little customization goes a long way.

Measuring and Managing Local SEO

How will I know local SEO is working?

You’ll see increases in local visibility, website traffic, and real-world results – like more phone calls or foot traffic. We use analytics and reporting to show you what’s improving and why.

How does local SEO bring in new leads?

Local SEO work helps your franchise get found by customers searching for your services locally. For example, when a potential customer searches “carpet repair near me,” we will have created content across your website and GBP to ensure your business appears near the top of the search results, ultimately driving more traffic to your website without paying for clicks.

What’s the ROI of SEO for franchises?

It depends on your goals, but SEO tends to deliver long-term value. We can help track leads, conversions, and local search visibility so you know it’s working.

How do I know if my GBP listings are correct?

For some local SEO clients, we can do a full audit and ongoing monitoring. If anything’s missing, outdated, or inconsistent, we can fix it.

Does SEO include managing reviews?

Yes, we can help with your customer review strategy. We can help you learn how to ask for them, how to respond to them, and how to keep your reputation healthy online.

Do I need SEO if I’m running ads?

Yes! Paid ads stop working the moment you stop paying. SEO keeps bringing in traffic over time and supports your ads by improving trust and click-through rates.

Still Have Lingering Local SEO Questions?

Every organization, business, and industry has unique characteristics. Oneupweb has been a franchise marketing leader for nearly three decades, adapting to each client and their market. We’re always happy to share our insights and experiences. You’ll work with a hand-picked team of writers, marketing strategists, and a dedicated account manager to realize the many advantages of local SEO. Schedule a conversation with our team today to get started.