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What is local SEO?

Mention Group · Updated · Milwaukee, Wisconsin

● The short answer

Local SEO is the work of getting a business found by people searching nearby, in Google Maps, the local pack, Apple Maps, Bing and now AI assistants. It combines an accurate Google Business Profile, consistent business details across the web, reviews, a website with clear service and location pages, and local links that show you are a real, well-known business.

Key takeaways

  • Local SEO ranks a business for a need in a place, mainly through map listings and the local pack.
  • Google ranks local listings on relevance, distance and prominence.
  • Profiles, consistent details, reviews, a clear website and local links are the core building blocks.

How local SEO differs from regular SEO

Traditional SEO is about ranking web pages for a topic anywhere. Local SEO is about ranking a business for a need in a place. When someone searches "plumber" or "coffee near me," Google usually shows a map with a short list of businesses, the local pack, above or among the regular results. Those listings come from Business Profiles, not web pages, and Google ranks them on relevance, distance and prominence.

The same idea now extends to AI assistants. Ask ChatGPT, Gemini or Copilot for a good bike shop in Milwaukee and they assemble an answer from maps data, reviews, directories and websites. BrightLocal's 2026 consumer survey found 45% of consumers now use AI tools like ChatGPT for local recommendations, up from 6% a year earlier. That is a big jump from one survey, and the methods are self-reported, but the direction is clear.

The how is where we come in.

What we walk through with you, for your business:

  • The five building blocks
  • Who needs it
  • How to start
  • Our take

Every business is different, so the plan is too. Tell us where you want to show up and we will show you what it takes.

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More questions

Is local SEO different from Google Business Profile management?

The profile is the biggest single piece, but local SEO is wider. It also covers your website's service and location pages, listings on Apple, Bing and directories, reviews across platforms and local links. A perfect profile attached to a weak website and inconsistent listings will usually underperform.

Can I do local SEO myself?

Many owners can handle the basics: verifying profiles, fixing listings, asking for reviews and replying. Where help pays off is competitive categories, multiple locations, website structure, tracking and recovering from suspensions. Start yourself, measure, and bring in help when the next gains need technical or content work you cannot spare time for.

Sources

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