Definition

Local SEO covers all techniques to rank a site on geographically targeted searches (“IP attorney Paris”, “trademark software Lyon”). It is critical for local services, firms, agencies and shops.

Key levers

• Google Business Profile: complete listing, photos, hours, services, reviews
• Consistent NAP: name, address, phone identical across the web
• Dedicated location pages if you have multiple offices
• LocalBusiness Schema with address and geocoordinates
• Local citations: industry directories, Yelp, local press
• Customer reviews and regular replies

Google’s local pack

Google shows a local pack of 3 Business listings with a map at the top of local results. Appearing there multiplies local traffic. Ranking depends on three factors: relevance, distance, prominence.

Local SEO and AI

Voice searches (“IP software near me”) and geolocated AI overviews make local SEO even more strategic. An up-to-date Google Business listing is also a source for LLMs.