What is Local Search?
Any search query where the user is looking for results in a specific geographic area.
Definition
Local search refers to any query where Google interprets the user's intent as seeking results within a particular geographic area. This includes explicit queries with location modifiers (e.g., 'dentist in Seattle') and implicit queries where local intent is inferred from the search context (e.g., 'dentist near me' or simply 'dentist' searched on a mobile device). Google processes billions of local searches daily, triggering location-specific SERP features like the Local Pack, local finder, and Google Maps results.
Why it matters
Local searches have extremely high commercial intent - 78% of local mobile searches result in an offline purchase within 24 hours. Understanding what triggers a local search helps you identify the keywords and queries your target customers are using. If your business isn't optimized for local search, you are missing out on customers who are actively looking to buy what you offer, right now, nearby.
How to implement
Research local search queries relevant to your business using keyword tools with local filters. Optimize your GBP and website for both explicit (city + service) and implicit ('near me') local queries. Create content that targets local search intent. Ensure your business information is accurate across all platforms. Track your performance in local search results using geo-grid tracking tools.
Common mistakes
- xOnly targeting explicit location keywords and missing implicit local intent queries.
- xNot realizing that many generic service searches (like 'plumber' or 'pizza') trigger local results.
- xIgnoring mobile optimization when the majority of local searches happen on mobile devices.
Examples
- -Searching 'best Italian restaurant' on a phone in Chicago triggers local results showing Chicago Italian restaurants.
- -A query for 'emergency locksmith 10001' explicitly targets local results in the 10001 zip code area.
FAQ
According to Google, approximately 46% of all searches have local intent. This percentage is even higher on mobile devices, where users frequently search for nearby businesses while on the go.
Google uses signals like explicit location terms in the query, the device's GPS location, search history, the type of query (service-based searches are often local), and IP address. Over time, Google has become increasingly accurate at identifying local intent even in queries without location modifiers.
Related terms
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