# What is Local SEO?

What is Local SEO? Optimization for local searches: 'shoe store in [city],' 'pizza near me.' Includes Google Business Profile, Google reviews, local…

## How it works in practice

Local SEO is essential for any business with a physical store. 46% of Google searches are local searches. A store not appearing on Google Maps and the Local Pack is missing half of its potential nearby customers.

## Related metrics

- Google Business Profile — the foundation of local SEO
- Reviews — critical for local SEO
- NAP — Name, Address, Phone — consistency is essential
- Brick-and-Click — local SEO connects physical to digital

## Common misconception

'Google Business Profile is free, so it's not important.' Google Business Profile is the biggest digital asset for a physical store. Cost: $0. Visitors who find a store via Maps convert 28% better than those who arrived through the website alone.

## How to fix it

Not appearing in the Local Pack? (1) Make sure your Google Business Profile is complete and verified, (2) request reviews from customers — 10+ reviews is a baseline, (3) keep hours and photos current, (4) build local citations: local directories, Yelp, Waze.

## Real-world example

A shoe store had an unverified Google Business Profile with 2 reviews. A competitor had 87 reviews and a full profile. Fixing the profile plus adding 25 new reviews in a month got them into the Local Pack. Foot traffic rose 34% within 60 days.

## Where to start

Set up your Google Business Profile before any other SEO for a physical store. 30 minutes of setup plus 10 initial reviews forms the local SEO baseline. Make sure your NAP (name, address, phone) is identical everywhere the store is mentioned.

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Category: SEO · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/local-seo