Local SEO is the process of optimising a business's online presence to appear in search results with a local intent, where the user is looking for a product or service in a specific location. It differs from standard SEO in that geographic relevance is a core ranking factor alongside content quality and authority.
How is local SEO different from regular SEO?
Standard SEO targets broad topic-based searches regardless of location. Local SEO adds a geographic layer, ranking for searches tied to a specific city, area, or proximity to the user. The signals differ too: alongside content and backlinks, local SEO relies heavily on Google Business Profile data, citation consistency across directories, and the volume and quality of customer reviews. A business can rank well in standard organic search but have almost no local visibility if its Google Business Profile is incomplete.
[Screenshot: Google search results for "digital marketing agency Bangkok" showing the local pack: a map with three business listings including name, rating, address, and opening hours. Alt text: Google local pack results for digital marketing agency Bangkok.]
What is the Google local pack?
The local pack is the block of results Google shows for location-based searches, typically a map alongside three business listings. It appears above standard organic results and captures a large share of clicks for local queries. Each listing pulls directly from the business's Google Business Profile, so an incomplete or unverified profile will rarely feature here. For most local businesses, appearing in the local pack is more valuable than ranking in the standard organic results for the same query.
What factors affect local search rankings?
Google uses three primary signals to rank local results:
Relevance: how well the business matches the search query, based on its profile and website content.
Distance: proximity to the user or the location mentioned in the query.
Prominence: overall online authority, drawn from reviews, links, and citation volume.
No single factor dominates. Strong prominence can push a business above a closer competitor if its relevance and review profile are significantly better.
How does Google Business Profile fit into local SEO?
Google Business Profile is the single most important tool in local SEO and the first thing we set up or audit when starting a local campaign. It is the primary source of information Google uses to populate local pack and Maps results. A complete profile with accurate details, up-to-date photos, regular posts, and genuine reviews consistently outperforms incomplete ones. In Thailand, maintaining a Thai-language version of the profile is particularly important, as a large share of local searches are made in Thai and an English-only profile will not appear for many of them.
[Screenshot: Google Business Profile performance dashboard showing search queries, profile views, and customer actions including calls, direction requests, and website clicks. Alt text: Google Business Profile dashboard showing search impressions and customer actions.]
What are local citations and why do they matter?
A local citation is any online mention of a business's name, address, and phone number (NAP). Consistent NAP data across directories, review platforms, and social profiles signals to Google that your business information is accurate. Inconsistent data, such as different phone numbers or outdated addresses, can suppress local rankings.
In Thailand, the most relevant citation sources are Google Business Profile, Facebook, LINE Official Account, Yellow Pages Thailand, and industry-specific Thai-language directories. Both English and Thai versions should be maintained where possible.
How long does local SEO take to show results?
Results typically become visible within three to six months, depending on market competitiveness and the current state of the business's online presence. Google Business Profile improvements often show results faster, as changes feed directly into Maps and the local pack. In our experience running local campaigns for businesses in Bangkok, markets such as hospitality, legal services, and healthcare tend to take longer, typically six to twelve months, where well-established competitors have accumulated strong review profiles and citation networks over several years.
Related KB articles:
• How do you optimise your Google Business Profile
• What Are Backlinks and How Do I Get Them
• What is Topical Authority
External links:
• How Google determines local ranking (Google Support)
• Google Business Profile Help Centre