Local Search Engine Optimization (LSEO) is a relatively new concept and is still evolving. Like global SEO, the goal is to optimize a business for a specific geographic area, and it covers traditional search engines such as Google and Yahoo! Local as well as social platforms like Facebook. For a small business owner, getting these building blocks right is the most direct path to ranking in the area you actually serve.
What are organic search results and why do they matter?
Organic, or natural, search results are what appear on the right side of the SERPs. Unlike paid listings, there are no paid links, paid ads, or paid keywords used to gain high rankings. Organic results are what most local customers think of when they hear the term Local Search Engine Optimization (LSEO), and they are what most local businesses target first.
How does social marketing fit into local SEO?
Social media has created a new concept in local search engine optimization known as social marketing. Social marketing is the process of using various social media outlets to promote your business, based on the idea that people want to connect with businesses they already know. Many businesses use Facebook and Twitter, but there are a number of other social avenues that can be used to promote a business. If a business does not currently use social media, now is the time to get started.
Should a small business use pay-per-click campaigns?
Once organic search results and social media are in place, the next option to consider is pay-per-click campaigns. PPC is an effective local SEO solution that is not right for all businesses. If a business fits the profile of a small or medium-sized company, PPC may not be the best local search engine optimization solution. Medium-sized and larger companies typically use PPC to attract visitors. PPC is very cost effective for businesses that do not generate a substantial amount of traffic to their website.
How should web pages be focused for local rankings?
Web pages must be focused on one objective. To rank highly for local search engine optimization in Google, focus on one phrase and build the website around that. For example, a site promoting dog training should choose keywords like dog training, dog obedience, training, and dog psychology, then build the site around those key phrases.
What is the difference between backlinks and social engagement?
Local Search Engine Optimization is not the same as search engine marketing or backlinks. Backlinks are incoming links from other websites, and they are valuable because they can increase ranking in the organic results page. Social media engagement is creating a buzz about a business using social media outlets such as Twitter, Facebook, and MySpace. Blogs can also be used to boost social media rankings.
How can a small business optimize on a tight budget?
The challenge for most small or medium-sized businesses is how to optimize for both organic search engines and social media. These businesses often do not have the budget for SEO consultants, and hiring a firm can be expensive. If a local search engine optimization expert is not affordable, there are other ways to optimize a website, and plenty of free resources online to help with local search engine optimization.
What role do keywords and digital marketing play?
The key to local search engine optimization in Google and other search engines is to use the correct keywords. Optimizing for those keywords and key phrases matters because many people will type those words into search engines. The goal is to get the website to show up on the first page or first result of a search query. Digital marketing is the key to getting a website to show up on more Google searches.
FAQ
What is Local Search Engine Optimization?
Local Search Engine Optimization, or LSEO, is the process of optimizing a business for a specific geographic area. It covers traditional search engines like Google and Yahoo! Local as well as social networking sites like Facebook.
How does local SEO differ from global SEO?
Local SEO is like global SEO, but the intent is to optimize a business for a specific geographic area rather than for broad, worldwide search visibility.
What are the main components of a local SEO strategy?
The main components covered in this guide are organic search results, social marketing through outlets like Facebook, Twitter, and MySpace, pay-per-click campaigns for the right business profiles, keyword-focused web pages, backlinks from other websites, and digital marketing to appear on more Google searches.
Related coverage
- The Business Case for Investing in Search Engine Optimization
- SEO Decoded: A Small Business Owner’s Roadmap to Ranking Higher in 2026