Local SEO in Australia focuses on optimising your online presence to appear in local search results on Google, primarily through Google Business Profile (GBP) and related systems. It works by signalling to Google that your business serves a specific geographic area, increasing visibility when Australians search for related products or services nearby.
As of December 2025, the core mechanism relies on Google’s local algorithm, which considers factors like relevance, distance, and prominence. Google Business Profile is central; currently, businesses can verify their location, add business details (opening hours, services, photos), and respond to reviews. GBP now includes features like messaging directly with customers and posting updates. Google’s Local Services Ads, available in select Australian cities, integrate with GBP and display verified business information directly in search results. Google Maps also plays a key role, with businesses appearing based on location and category. In 2026, Google is rolling out enhanced GBP insights, providing more detailed data on search performance and customer interactions. Compliance with Australian Consumer Law regarding accurate business information is essential for maintaining GBP visibility.
Ultimately, local SEO functions by leveraging Google’s systems to connect Australian customers with businesses based on their location and search intent.
