Local SEO is about helping search engines understand where you are located, what markets you serve, what you offer, and how customers can reach you. That information is conveyed to search engines through a combination of Structured and Unstructured Citations.

Unstructured citations include naturally including your city, country, or region throughout your site, and having other localized content or publications mention your business, such as community blogs or an online town newspaper.

Structured citations range from schema you include in your site, to specific offsite business listings such as Google My Business etc. This data can be “read” by multiple sources and functions as the primary way that search engines understand where your business is located, and what you do.