Local search refers to queries in search engines such as Google in which users look for businesses, services or places nearby. The search engine takes the user’s location or a location reference in the query into account in order to show suitable results from the surrounding area.
Typical examples are queries such as “dentist in Vienna”, “restaurant near me” or “hairdresser Berlin”. In such cases, Google gives preference to results with a local connection.
How does local search work?
When a query contains a location reference, or when Google recognises that a local result makes sense, special content is shown in the search results. This includes maps, business profiles or reviews, for example.
What often appears:
- Google Maps results with businesses nearby
- local business profiles with address, opening hours and reviews
- websites of local providers in the organic search results
Google assesses various factors in order to select relevant local results.
Important signals include:
- proximity to the user’s location
- relevance of the website to the query
- how well known a business is, and its reviews
Why local search matters for businesses
A large share of queries today has a local connection, especially for services or shops. For businesses with a regional catchment area, local search can therefore be an important channel for winning new customers.
Measures such as local SEO, optimised business profiles and consistent business data help to become visible in these local results.