Local SEO is a specialized branch of search engine optimization that focuses on optimizing a business’s online presence to attract more customers from relevant local searches. These searches typically occur on Google and other search engines when users look for services or products near them, often adding phrases like “near me” or a specific location. Local SEO involves optimizing the business’s website and its content, including local keywords and geographical references. It also includes managing local business listings and citations across various online directories like Google My Business, Yelp, and Bing Places. The goal is to ensure that the business appears prominently in local search results, often in the “local pack” or map listings, making it easier for potential customers in the vicinity to find and choose their services or products. This strategy is particularly crucial for small to medium-sized businesses and those with a physical storefront or a specific service area.