What is local SEO (MEO)? A beginner’s guide (2025)

If you run a local business, you’ve probably wondered how to show up higher on Google Maps—and what “MEO” (local SEO) actually means.

This guide explains the basics and gives you a practical checklist to start improving visibility.

1. What is local SEO (MEO)?

Local SEO (often called MEO in Japan) is the practice of improving how your business appears in Google Maps and the local pack.

For example, for searches like “Austin dentist” or “Miami hair salon”, local SEO aims to show your listing higher in map results.

2. Why local SEO matters

Local SEO matters for three practical reasons:

① Search behavior is shifting

More people search with location intent (e.g., “near me” or “in [area]”), especially on mobile.

② It captures high-intent customers

People using Maps are often ready to take action. Ranking higher can lead directly to calls, directions, bookings, and visits.

③ Strong long-term ROI

Because you’re not paying per click, a well-managed profile can keep generating customers over time.

3. The 3 main Google Maps ranking factors

Google commonly explains local rankings using three factors:

Factor	Meaning	Examples
Relevance	How well your listing matches the query	Categories, description, services
Distance	How close you are to the searcher	Accurate address/pin
Prominence	How well-known and trusted you are	Reviews, citations, mentions

4. A step-by-step local SEO checklist

Step 1: Create/claim your Google Business Profile

If you haven’t yet, start with Google Business Profile. This is the first step.

Step 2: Enter core information accurately

• Business name (use your official name)
• Address (include building/suite/floor details)
• Phone number
• Hours (including holiday/special hours)
• Website URL
• Business category (choose the best match)

Step 3: Add photos (aim for 10+)

Upload exterior, interior, product/service, and team photos. Aim for 10+ photos and add new ones regularly.

Step 4: Get reviews (and reply)

Review volume and rating can influence performance. Ask customers naturally, and reply to reviews consistently.

Step 5: Use posts

Post updates regularly (for example, weekly).

Step 6: Add Services/Products (and keep them specific)

Fill out your Services (and Products, if available) with real offerings and clear names. This helps relevance for searches like “emergency dentist Austin” or “balayage Miami”.

Step 7: Seed & manage Q&A

Add a few common questions (pricing, parking, insurance, booking) and answer them. Then monitor for new questions—fast replies build trust.

Step 8: Fix citations + NAP consistency

Make sure your Name, Address, Phone (NAP) match across your website, directories, and social profiles. Inconsistent NAP can dilute prominence and confuse customers.

Step 9: Track keywords by location (and iterate)

Rankings change by neighborhood. Track your priority keywords × locations (e.g., “dentist” in Downtown vs. North Austin), watch competitors, and adjust what you publish and optimize.

5. Typical costs

Note: ranges vary by market (city, niche, competition) and by how much you outsource.

Approach	Cost range	Notes
DIY	From $0 (your time)	Low cost, but requires time and consistency
Local SEO tools	$20–$200 / month	More efficient tracking and workflows
Agency	$500–$3,000+ / month	Hands-off, but higher cost

If you’re operating in Japan, you’ll often see pricing quoted in JPY (for example, tools around ¥3,000–¥10,000/month and agencies around ¥30,000–¥100,000/month), but the right benchmark depends on your local market.

6. How long it takes

Many businesses see meaningful movement in 1–3 months, but it depends on:

• Competition in your area
• Your existing review volume and rating
• How consistently you update and improve

7. Summary

Local SEO is one of the most cost-effective acquisition channels for local businesses.

Start with these fundamentals:

• ✅ Build out your Google Business Profile
• ✅ Upload photos regularly
• ✅ Get reviews and reply thoughtfully
• ✅ Post updates weekly
• ✅ Track rankings by keyword + location and iterate

Consistency matters. Start today and keep improving each week.