Local SEO that puts your business on the map

Local SEO is the process of improving a business’s visibility for searches influenced by location. It can help your business appear when someone searches for a product or service nearby, searches within a particular suburb or area, or looks for local information through search engines, maps and AI-powered search experiences.

Local SEO brings together signals that help search platforms understand what your business offers, where it operates and how relevant it is to a particular search. These can include your website content, Google Business Profile, Bing Places profile, structured data, reviews, business information, local links and citations. Google states that its local results are primarily determined by relevance, distance and prominence, making both your location signals and broader reputation important.

A well-managed Google Business Profile gives Google accurate information about your business and helps customers discover you through Search and Maps. We treat a Google Business Profile as an active marketing asset rather than a listing you set up and forget. Accurate details, products and services, quality imagery, relevant links, updates and ongoing customer reviews can all contribute to a stronger local presence.

Not necessarily, and creating dozens of near-identical suburb pages can result in thin, repetitive content that offers little additional value to customers. Connected uses keyword research, location data and search intent to determine when a dedicated location page is justified. Where it isn’t, we look for a stronger way to structure your local content without producing pages simply to target another suburb keyword.

Reviews can influence both customers and local search visibility. Google identifies review volume and positive ratings among the signals that can contribute to local prominence. A strong Local SEO strategy therefore considers how your business consistently earns genuine customer reviews, responds to them and builds a credible reputation across the platforms customers use to research their options.

Increasingly, yes. Consumers are starting to use generative AI tools to find and compare local businesses alongside traditional search and Maps. That makes Local SEO about more than ranking for individual keywords. Brands need accurate business information, useful content, strong reputation signals and consistent information across the wider web so they can be understood and surfaced throughout an AI-influenced customer journey.