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Local search refers to the process of finding businesses, services, or information tied to a specific geographic area. It includes searches performed on search engines, maps applications, directories, and voice assistants. For service-based professionals, local search determines whether potential clients can find them when actively looking for help. Visibility in local search results directly affects lead generation and business growth.

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How Local Search Works

Search engines use three primary factors to determine which businesses appear in local results:

Relevance

How well a business listing matches what someone is searching for

Distance

How close the business is to the searcher or the location specified in the query

Prominence

How well-known and trusted a business appears based on online signals

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Relevance

Relevance measures the match between a search query and a business listing. Search engines analyze business names, categories, descriptions, and services to determine fit. A title company listing “title insurance” and “settlement services” in its profile will appear for those specific searches. A listing with only a business name and address provides less information for matching. Learn how to improve relevance in Optimizing Your Profile.

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Distance

Distance calculations use the searcher’s location or a location included in the query. Searches like “title company near me” use device location. Searches like “title company in Bethesda” use the named location. For that travel to clients, search engines use the registered business address or defined service areas. Accurate address information ensures proper distance calculations.

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Prominence

reflects how established and reputable a business appears online. Search engines measure prominence through several signals:
  • Review quantity and quality
  • Consistency of business information across the web
  • Website authority and content
  • Mentions in news, directories, and other websites
  • Engagement with business listings
Businesses with more reviews, consistent information, and broader online presence typically rank higher than those with minimal digital footprints. See Managing Reviews for strategies to build review presence.

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Where Local Searches Happen

Consumers search for local businesses across multiple platforms:
Google, Bing, and other search engines display local results for queries with local intent. These results often appear in a showing 3-4 businesses with maps, reviews, and contact information.
Google Maps, Apple Maps, and Waze serve as primary search tools for many consumers. Users search directly within these apps rather than starting with a traditional search engine.
Yelp, Better Business Bureau, and industry-specific directories attract consumers researching service providers. These platforms often rank highly in search engine results as well. Learn more in Types of Listings.
Siri, Alexa, and Google Assistant respond to voice queries like “find a mortgage lender near me.” These assistants pull from the same data sources as their parent platforms. See How Search is Changing for more on voice search.
Facebook, Instagram, and LinkedIn include local business search features. Consumers may discover businesses through social recommendations or direct searches within these platforms.

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Local Intent

describes searches where the user wants results tied to a specific location. Search engines identify local intent through explicit and implicit signals.

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Explicit Local Intent

The query includes location information:
  • “Real estate attorney Baltimore”
  • “Title company in Montgomery County”
  • “Mortgage lender 21201”

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Implicit Local Intent

The query implies local need without stating location:
  • “Settlement company near me”
  • “Home inspector open now”
  • “Best property manager”
Search engines interpret certain service categories as inherently local. Searches for real estate services, legal help, or financial services typically trigger local results even without location keywords.

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The Local Search Ecosystem

Local search results depend on data from multiple sources:
Data SourceRole
Business listingsPrimary source of name, address, phone, hours, and services
Review platformsProvide ratings, review counts, and consumer feedback
WebsitesOffer detailed service information and credibility signals
Data aggregatorsDistribute business information to directories and platforms
Social profilesSupply additional business details and engagement signals
Search engines and AI tools cross-reference these sources to verify accuracy. Consistent information across sources increases confidence in the data. Inconsistencies create uncertainty and may reduce visibility.
The relationship between these data sources is becoming more important as AI-powered search tools synthesize information from multiple platforms before presenting results.

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Key Concepts

NAP Consistency

Name, Address, and Phone number should match exactly across all online listings

Map Pack

The group of 3-4 local business results displayed with a map in search results

Service Area Business

A business that travels to customers rather than receiving them at a fixed location

Local Pack

Another term for the Map Pack; the featured local results section in search engines

Next: How Search is Changing

The shift from traditional search to AI-powered discovery and voice assistants