Local search marketing is the practice of making a business visible when people in its area search for the products or services it offers. It combines local SEO, Google Business Profile management, reviews, business listings and location-targeted advertising across Google Search, Google Maps, Apple Maps, Bing and AI assistants.
On this page
What local search marketing includes
- Google Business Profile optimisation: categories, services, hours, photos, posts and questions.
- Local SEO on your website: location and service pages, local content, LocalBusiness schema and mobile speed.
- Citations and listings: consistent name, address and phone number (NAP) across directories, maps and data providers.
- Reviews: earning them steadily, replying to them and learning from them.
- Local links and PR: coverage and links from local press, organisations and partners.
- Local paid search: Local Services Ads, location-targeted Google Ads and ads in Maps.
How Google ranks local results
Google states that local results are based mainly on three factors:
| Factor | What it means | What you can influence |
|---|---|---|
| Relevance | How well the business matches the search | Categories, services, descriptions and website content |
| Distance | How far the business is from the searcher or the place named in the search | Accurate address and service areas; you cannot fake proximity |
| Prominence | How well known and trusted the business is | Reviews, links, mentions and organic rankings |
Where local results appear
- The local pack (map pack): the map and three business listings at the top of many local searches.
- Google Maps and Apple Maps.
- Localised organic results below the map.
- Local Services Ads and location extensions on search ads.
- AI Overviews and AI assistants answering “best” and “near me” questions.
- Voice assistants, which read out a single local answer.
What local search marketers do
Local search marketers are the specialists who manage this work. A typical month includes:
- Auditing and updating the Business Profile and other listings.
- Tracking rankings from several points across the service area, not from one location.
- Building and improving location and service pages.
- Running review requests and drafting replies.
- Finding and fixing inconsistent or duplicate listings.
- Earning local links and mentions.
- Reporting on calls, direction requests, form enquiries and bookings.
Local search marketing vs local SEO
Local SEO is the organic part: earning visibility in the map pack and local organic results without paying for clicks. Local search marketing is the wider term and includes paid local advertising as well.
Who needs it
Any business that serves customers in a specific area: shops, restaurants, clinics, dentists, law firms, trades such as plumbing and HVAC, estate agents, gyms, and multi-location brands and franchises.
Frequently asked questions
What is local search marketing?
It is the work of making a business visible when nearby customers search, through local SEO, Google Business Profile, reviews, listings and local ads.
What do local search marketers do?
They manage business profiles and listings, build local pages and links, run review programmes, track local rankings and report on calls and enquiries.
What is the difference between local SEO and local search marketing?
Local SEO covers unpaid visibility in local results. Local search marketing also includes paid local advertising.
How long does local search marketing take to work?
Profile fixes can show within weeks. Building reviews, links and rankings across a service area typically takes three to six months.
Want experts to handle this for you?
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