Local search engine optimization (local SEO) is similar to (national) SEO in that it is also a process affecting the visibility of a website or a web page in a web search engine‘s unpaid results (SERP- search engine results page) often referred to as “natural”, “organic“, or “earned” results.^[1] In general, the higher ranked on the search results page and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers.^[2] Local SEO, however, differs in that it is focused on optimizing a business’ online presence so that its web pages will be displayed by search engines when users enter local searches for its products or services.^[3] Ranking for local search involves a similar process to general SEO but includes some specific elements to rank a business for local search.