At a high-level Local SEO works like “normal” Google search.
When someone does a search, Google scans through its index to provide the best results for that person’s query.
What makes Local SEO unique is that Google uses a different set of ranking factors to rank the local search results.
In fact, local SEO has a set of unique ranking signals, including:
- The location that the person is searching from
- NAP citations
- Presence of Google My Business listing
- Keywords used in Google My Business profile
- Sentiment of online reviews
- Keywords used in online reviews
- Number of “check-ins” at that location
- Shares on social media
- Google Maps star rating for that business