What is the purpose of local SEO?

The purpose of local SEO is to enhance visibility in local search results. This involves optimizing a business’s online presence to attract more customers from relevant local searches. Local SEO strategies include optimizing Google My Business listings, gathering local citations, and using location-specific keywords. By doing so, businesses ensure that they appear in relevant searches conducted by local users, which is especially beneficial for brick-and-mortar establishments or service providers that operate within a specific geographic area.

This approach focuses on connecting with customers in the immediate vicinity, enabling businesses to compete effectively with others in their locale. For instance, when someone searches for "coffee shops near me," local SEO techniques help ensure that the most relevant listings and locations appear prominently, often in the form of a map or local pack.

Other options don't align with the purpose of local SEO. Increasing advertising costs does not correlate with the goal of enhancing online visibility organically. Improving visibility in global search results is outside the scope of local SEO, which is specifically targeted to local queries. Similarly, reducing traffic on a website runs counter to the primary aim of driving more relevant traffic through targeted local search optimization.