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All lessons in Local SEO Lesson 1.3 of 61

Module 1: Introduction to Local Search

  1. 1.1What is local search marketing?
  2. 1.2How does Google local search work?
  3. 1.3Google Search vs. Google Maps: what's the difference?
  4. 1.4How does Google determine local rankings?
  5. 1.5What is the local search customer journey?

Module 2: Google Business Profile

  1. 2.1How to set up a Google Business Profile
  2. 2.2How to verify a Google Business Profile
  3. 2.3How to choose the right business categories
  4. 2.4How to optimize business information and services
  5. 2.5How to add photos, videos, products, and updates
  6. 2.6How to manage multiple locations in Google Business Profile
  7. 2.7Service-area businesses vs. storefronts

Module 3: Local Keyword Research and Search Intent

  1. 3.1How to find local keywords
  2. 3.2City, neighborhood, and service-based keywords
  3. 3.3Understanding near me searches
  4. 3.4Transactional vs. informational local intent
  5. 3.5How to research local competitors and keywords
  6. 3.6How to map keywords to locations and services

Module 4: Local Landing Pages and Website Optimization

  1. 4.1How to create location landing pages
  2. 4.2How to optimize local service pages
  3. 4.3How to write location-relevant titles and content
  4. 4.4How to build location and service page architecture
  5. 4.5How to avoid duplicate and thin location pages
  6. 4.6Local business schema and structured data
  7. 4.7How to keep your website and Business Profile consistent

Module 5: Reviews and Reputation Management

  1. 5.1Why do reviews matter for local businesses?
  2. 5.2How to build a customer review generation process
  3. 5.3How to respond to positive and negative reviews
  4. 5.4How to handle fake or policy-violating reviews
  5. 5.5Review policies and ethical reputation management
  6. 5.6How to monitor review trends and customer sentiment

Module 6: Local Citations and Business Listings

  1. 6.1What are local citations?
  2. 6.2Name, address, and phone number consistency
  3. 6.3How to find relevant business directories
  4. 6.4How to create and update business listings
  5. 6.5How to identify duplicate and incorrect listings
  6. 6.6Industry-specific and local directory opportunities

Module 7: Local Authority and Competitive Visibility

  1. 7.1How to analyze local search competitors
  2. 7.2How to earn local links through community partnerships
  3. 7.3Local sponsorships, organizations, and media
  4. 7.4How to build local brand recognition
  5. 7.5How to evaluate competitor reviews and business profiles
  6. 7.6How to identify local visibility gaps

Module 8: Local Search Tracking and Reporting

  1. 8.1How to track local rankings across geographic areas
  2. 8.2Understanding Google Business Profile performance
  3. 8.3How to measure calls, website visits, and direction requests
  4. 8.4How to track local leads and conversions
  5. 8.5How to use Google Search Console and Analytics for local SEO
  6. 8.6How to create local search performance reports

Module 9: Local Search Strategy by Business Type

  1. 9.1Local search for restaurants and retail stores
  2. 9.2Local search for service-area businesses
  3. 9.3Local search for professional services
  4. 9.4Local search for healthcare and other regulated industries
  5. 9.5Local search for multi-location businesses
  6. 9.6Local search for new and small businesses

Module 10: Local Search Audits and Practical Projects

  1. 10.1How to conduct a local search audit
  2. 10.2How to audit a Google Business Profile
  3. 10.3How to check local landing pages and citations
  4. 10.4How to evaluate reviews and competitor visibility
  5. 10.5How to build a prioritized local search action plan
  6. 10.6How to create a 30-day local search improvement plan

Google Search vs. Google Maps: what's the difference?

Your roadmap for this lesson

  • How local results look on Google Search
  • How local results look in Google Maps
  • How customers behave on each one
  • Why one profile powers both

Short answer

Google Search shows local businesses in the local pack, a short list with a map near the top of the results page. Google Maps shows businesses as pins and a longer scrolling list inside the map. Both use the same Google Business Profile, but rankings and customer behavior can differ between them.

When you search “lomi house in Lipa” on Google, you usually see the local pack. It sits near the top of the page.

The local pack shows a small map and a short list of businesses, often three. Each listing shows the name, rating, category, and buttons like Call, Website, and Directions.

Tap “More places” and you reach the local finder, a longer list with a bigger map.

Local results on Google Maps

In the Google Maps app, the map is the main view. Search “lomi house” and red map pins appear across the area. A scrolling list sits under the map.

Maps users often move the map, zoom in, and tap filters like “Open now” or “Top rated.” Many are already on the road and ready to visit.

How customers use each one

People use the two tools for different moments:

  • On Search, people often compare options. They read reviews, open websites, and call to ask questions.
  • On Maps, people often want to go now. They look at distance and tap Directions.

This shows up in your data. A café may get more directions requests from Maps. A law office may get more website clicks from Search.

One profile powers both

You do not manage two listings. Your Google Business Profile feeds both the local pack and Google Maps. Every photo, review, and hour you update shows in both places.

Rankings can still differ a little between them, because the map view and the searcher’s position shift. You will learn to track both in Module 8.

Try it

Match each customer behavior to where it usually happens.

Where does this behavior usually happen?

  • Comparing three law firms by reading their websites

  • Driving and looking for the nearest gas station

  • Zooming in to see cafés around a mall

  • Reading reviews before calling a dentist

Quick quiz

1. What is the local pack?
2. How many listings do you need for Search and Maps?
3. Which action is most common on Google Maps?

Common mistakes

  • Only checking Google Search. Look up your business in the Maps app too. Pins and lists can look different.
  • Wrong map pin. A pin on the wrong street sends customers away. Fix it in your profile.
  • Ignoring the local finder. Customers who tap ‘More places’ compare more options. Strong photos and reviews help you stand out there.

Your action

Search your chosen business’s main service in both places. Your progress saves on this device.

Key terms

Local pack
The map and short business list shown on the Google Search results page.
Local finder
The longer list of businesses you see after tapping 'More places' under the local pack.
Google Maps app
Google's map and navigation app, where people search and get directions.
Map pin
The marker that shows a business's location on the map.
Directions request
When someone taps to get a route to a business.

Questions beginners ask

Do I need separate listings for Search and Maps?

No. One Google Business Profile appears in both. Keep it complete and accurate.

Can I rank on Maps but not in the local pack?

Yes. The two often match closely, but positions can differ. Track both.

Which one matters more?

It depends on the business. Restaurants and shops get many Maps users. Professional services often get more local pack traffic from Search.

Related lessons

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