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== The birth of local SEO ==
The origin of local SEO can be traced back<ref>{{Cite news|url=http://searchengineland.com/evolution-seo-trends-25-years-223424|title=The Evolution Of SEO Trends Over 25 Years|date=2015-06-24|work=Search Engine Land|access-date=2017-03-26|language=en-US}}</ref> to
Local SEO has evolved over the years to provide a targeted [[online marketing]] approach that allows local businesses to appear based on a range of local search signals, providing a distinct difference from broader organic SEO which prioritises relevance of search over a distance of searcher.
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Local searches trigger search engines to display two types of results on the [[Search engine results page]]: local organic results and the 'Local Pack'.<ref name=":2" /> The local organic results include web pages related to the search query with local relevance. These often include directories such as Yelp, Yellow Pages, [[Facebook]], etc.<ref name=":2" /> The Local Pack displays businesses that have signed up with [[Google]] and taken ownership of their 'Google My Business' (GMB) listing.
The information displayed in the GMB listing and hence in the Local Pack can come from different
* The owner of the business. This information can include opening/closing times, description of products or services, etc.
* Information is taken from the business' website
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== Local ranking according to Google ==
Prominence, relevance, and distance are the three main criteria Google claims to use in its [[algorithms]] to show results that best match a user's query.<ref>{{Cite web|url=https://support.google.com/business/answer/7091|title=Improve your local ranking on Google - Google My Business Help|website=support.google.com|language=en|access-date=2017-03-16}}</ref>
* Prominence reflects how well-known is a place in the offline world. An important museum or store, for example, will be given more prominence. Google also uses information obtained on the web to assess prominence such as review counts, links,
* Relevance refers to Google's algorithms attempt to surface the listings that best match the user's query.
* Distance refers to Google's attempt to return those listings that are the closest the ___location terms used in a user's query. If no ___location term is used then "Google will calculate distance based on what’s known about their ___location".
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