Local search optimization focuses on improving a business’s visibility in location-based search results such as Google Maps and “near me” searches. It involves optimizing Google Business Profiles, managing local citations, improving on-page location signals, and ensuring consistent NAP (Name, Address, Phone) details across the web. A local SEO expert plays an important role in analyzing the search behavior of nearby customers and aligning business data with search engine algorithms. They also work on local keyword intent, customer reviews, and geo-specific content that helps businesses appear more relevant for nearby searches. Understanding local competition, user intent, and proximity ranking factors is essential for long-term results.