: When Geography is More Important Than Links
Classic SEO fights for the number one spot globally (or nationwide). Local SEO fights for the client who is at arm's length from your business. If you own a barbershop, a dental clinic, or an auto repair shop, you don't need traffic from another city. You need people who are standing on your street right now, Googling * " coffee near me " *.
Learning Supplement
Local Search: Psychology and Geo-Algorithms
Offline businesses don't need clients from another city. The battle is for the 'Local Pack' (Maps) on 'near me' queries.
Lesson Terms
Case Study Example
A dental clinic wasn't on Maps. Standardizing their address (NAP) across the internet made the algorithm 'believe' in its existence and put it in the TOP-3.
Real Life Example
A person with three different passports raises suspicion at the bank (Google). A perfect NAP is a reliable passport.