What Is Local SEO? Google Business Profile Basics and Differences from MEO

WRITTEN BY
Risa Watanabe

Risa Watanabe

Senior Consultant

Meets Consulting Inc.

As a first-year digital marketing manager for companies with EC businesses or physical stores, "local SEO" is the first term you encounter. With smartphone proliferation, the frequency of users searching "nearby stores" has dramatically increased. This article systematically covers GBP operation basics and differences with MEO for beginners.

A conceptual visual representing Local SEO strategy, showing a digital map interface with location pins, search bars, and business profile icons to illustrate Google Business Profile management.

1. Definition and Importance of Local SEO: The Foundation of O2O Strategy

Local SEO is the practice of optimizing a business's online presence to attract customers from geographically relevant searches. For EC businesses with physical touchpoints, it forms the critical bridge between online discovery and offline conversion — making it the foundational element of any O2O (Online-to-Offline) strategy.

Detailed technical illustration of mobile search engine results pages (SERP) showing the local pack section with business ratings, distances, and contact buttons, highlighting user interaction data.

2. Three Elements of GBP (Google Business Profile) Management and NAP Consistency

Local SEO optimization rests on three pillars: (1) Google Business Profile (GBP) optimization as the primary local search asset, (2) On-page local signals including NAP (Name, Address, Phone) consistency, local keywords, and schema markup, and (3) Off-page local authority through citations, local backlinks, and customer reviews.

  • Relevance: How well search terms match business information. Category selection and description optimization are key.
  • Distance: Physical distance from search user to store (an uncontrollable factor).
  • Visibility: How widely known the business is online/offline. Citations and review count are influential.

3. Differences Between Local SEO and MEO: Global Standards vs. Japanese Terminology

Google Business Profile (formerly Google My Business) is the cornerstone of local SEO. The three essential elements of GBP management are: (1) Complete and accurate business information including hours, categories, and attributes; (2) Regular post updates and photo additions to signal activity; and (3) NAP consistency — ensuring your business name, address, and phone number are identical across all online directories.

A professional business infographic comparing the structure of Google Local Pack and traditional organic search results, showing conversion paths and click-through rate distributions.

4. Data Comparison of "Relevance" in Search Algorithms

In Japan, the term "MEO" (Map Engine Optimization) is commonly used interchangeably with local SEO, but technically MEO refers specifically to optimizing for Google Maps visibility, while local SEO encompasses the broader strategy including organic local search results. The global standard terminology is "Local SEO," and understanding this distinction helps when referencing international best practices.

Frequently Asked Questions

Q. Can GBP operations be started for free?
A. Yes, all basic GBP functions are free. You can build a local SEO foundation at no cost through information registration, photo posting, and review responses.
Q. Can bad reviews be deleted?
A. Unless they violate guidelines (harassment, false information), intentional deletion is not possible. Sincere responses and improvement contribute to visibility and brand trust.
Q. Can multiple locations be managed under one account?
A. Yes, by creating a business group, bulk management is possible. Effective for chain businesses or companies with separate EC fulfillment and showroom locations.

Take Your EC and Physical Store Integration to the Next Stage

Search algorithms evaluate local relevance through three factors: (1) Relevance — how well your GBP matches the search query, (2) Distance — proximity of your location to the searcher, and (3) Prominence — your overall online reputation including reviews, citations, and web presence. Only relevance and prominence are within your control.

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Summary

Local SEO is the first step for EC managers to create synergy between stores and web. By properly managing your Google Business Profile and unifying NAP information to enhance "relevance," "distance," and "prominence," you can maximize local search rankings. Understanding the difference from MEO (Map Engine Optimization) and strategically combining both is the key to an omnichannel EC strategy.

References

  • [1] Google Business Profile Help: How to improve your local ranking on Google
  • [2] Search Engine Journal: Local SEO - The Definitive Guide
  • [3] Moz: The State of Local Search and Algorithm Factors
Disclaimer: This article is for informational purposes only and is not a substitute for professional advice. It does not guarantee specific results.