What Is Local SEO? Definition
Search engine optimization focused on local search queries.
What is local SEO?
Local SEO optimizes a company's online presence for local search queries. When someone searches for "SEO agency Zurich" or "restaurant near me", local SEO decides whether your business gets found.
Example: a bakery in Winterthur keeps its Google Business Profile complete, lists the same name, address and phone number in every directory and has a page for each of its branches. When someone nearby searches for "bakery near me", the bakery has a much better chance of being found.
The pillars of local SEO
- Google Business Profile – a complete, optimized profile with current information and reviews
- Local citations – consistent NAP data (name, address, phone) in business directories
- Local content – location-based content and landing pages
For companies that serve customers in a specific region, these signals decide whether they show up for searches with local intent at all. For a detailed walkthrough for Swiss companies, read our guide Local SEO in Switzerland.
Frequently asked questions
What is local SEO?
Local SEO optimizes a company's online presence for local search queries such as "restaurant near me". It decides whether your business gets found when people search in your area.
Why does local SEO matter for SEO?
For searches with local intent, a complete Google Business Profile, consistent name, address and phone data and location-based content determine whether a business appears in the results.
What is an example of local SEO?
A bakery keeps its Google Business Profile up to date, uses the same contact details in every directory and has a page for each branch, so it shows up when people nearby search for a bakery.