Glossary
Local marketing terms, explained simply.
What the jargon means and why it matters to your business, in a sentence or two each.
A
- AI ModeAI search
- Google's conversational search mode, where people ask follow-up questions and get an AI-written answer with links to sources. It draws on the same index and quality systems as normal Google Search, so a strong, well-reviewed local presence helps you appear. Show up in AI answers →
- AI OverviewsAI search
- The AI-written summary Google shows at the top of some search results, with links to the pages it used. For local searches it often names businesses, drawing on Google Business Profiles, reviews and websites. AI search visibility →
- Apple Business ConnectLocal SEO
- Apple's free tool for managing how your business appears in Apple Maps, Siri and Wallet. People searching Apple Maps on an iPhone see this listing, so claim it and keep it matching your Google profile.
- AttributesGoogle Business Profile
- Facts you tick on your Google Business Profile, such as wheelchair access, free Wi-Fi or outdoor seating. They help customers decide and can help you match searches that mention them. Recheck them every few months. Profile checklist →
B
- Bing Places for BusinessLocal SEO
- Microsoft's free business listing for Bing search and Bing Maps. Bing's index also feeds other assistants, including Copilot, so a complete Bing listing is a cheap way to widen where you can be found. You can import your Google profile to set it up.
- Business descriptionGoogle Business Profile
- The "From the business" text on your Google profile, up to 750 characters. Say what you do, who for and where, in plain words. Links, prices and promotions aren't allowed.
C
- Citationalso: Business listingLocal SEO
- Any online mention of your business name, address and phone number, usually on a directory such as Yell, Yelp or Facebook. Consistent citations help Google and AI assistants trust that your details are correct. Local SEO →
- Click-to-callCalls and enquiries
- A phone number or button that starts a call when tapped on a mobile. On your website it's a link starting tel:, and on Google it's the Call button on your profile. Most local searches happen on phones, so make calling one tap.
- Conversion rateWebsites and ads
- The share of visitors who take the action you want, such as calling, booking or filling in a form. If 200 people visit a page and 10 enquire, the conversion rate is 5%.
D
- Distancealso: ProximityLocal SEO
- How far a business is from the person searching, or from the place named in their search. It's one of Google's three local ranking factors and the one you can't change, which is why rankings differ street by street.
- Doorway pageWebsites and ads
- A thin page made only to rank for a search and funnel people elsewhere, such as dozens of near-identical "plumber in [town]" pages with the town name swapped. Google treats these as spam. Location pages need genuinely local content.
E
- E-E-A-TWebsites and ads
- Experience, Expertise, Authoritativeness and Trust: the qualities Google's quality raters look for in content. For a local business that means real photos and examples of your work, named people, clear contact details and honest reviews.
F
- Fake engagementReviews
- Google's policy name for reviews that don't reflect a genuine experience: fake reviews, paid reviews, reviews from staff about their own business and reviews swapped between businesses. Breaking it can get reviews removed and profiles restricted. Google's rules on asking →
G
- Geogridalso: Rank grid, rank mapLocal SEO
- A map showing where your business ranks on Google Maps for a search from many points across your area, for example a 7 by 7 grid of pins. It shows the streets where you're top three and where you disappear, which a single ranking check can't. Rank maps explained →
- Google Business Profilealso: GBP, formerly Google My BusinessGoogle Business Profile
- Your free business listing on Google Search and Google Maps, showing your name, hours, photos, reviews and buttons to call, book or get directions. For most local businesses it's the most-viewed page about them online. Profile checklist →
- Google postsGoogle Business Profile
- Updates, offers and events you publish on your Google Business Profile, each with a photo and a button. Tests haven't shown posts lifting rankings, but they show customers you're active and give them a reason to choose you. Google posts →
- Google review linkReviews
- A direct link that opens the review box on your Google profile. Putting it in texts, emails and QR codes removes the steps that stop happy customers leaving a review. Get your review link →
K
- Keyword stuffingGoogle Business Profile
- Adding search terms where they don't belong, such as "Smith's Plumbing Emergency Plumber Leeds" when the sign just says "Smith's Plumbing". In a Google business name it breaks the guidelines and risks suspension.
L
- Local FinderLocal SEO
- The longer list of businesses with a map that opens when someone taps "More places" under the map pack. Businesses ranked fourth and below appear here.
- Local packalso: Map pack, 3-packLocal SEO
- The box of usually three businesses with a map that Google shows for searches like "dentist near me". It sits above most normal results, so being in it brings a large share of calls and visits. Rank in the map pack →
- Local SEOLocal SEO
- Everything that helps a business appear when people nearby search for what it offers: a complete Google profile, the right categories, steady reviews, consistent listings and a website with clear local pages. How to rank higher on Google Maps →
- Local Services Adsalso: LSAsWebsites and ads
- Google ads for service businesses that appear at the very top of some local searches, charged per lead rather than per click. Businesses pass Google's screening checks before they can run them, and reviews strongly affect where they show. Local ads →
- Location pageWebsites and ads
- A page on your website for one branch or area you serve, with its own address or service area, local photos, reviews and directions. Good location pages are genuinely different from each other, not copies with the town swapped.
M
- Missed-call text-backCalls and enquiries
- An automatic text sent to anyone whose call you miss, for example "Sorry we missed you. How can we help?". It keeps the conversation going while you're busy, instead of the caller ringing the next business. Stop missing calls →
N
- NAPalso: NAP consistencyLocal SEO
- Your business Name, Address and Phone number. NAP consistency means these match exactly across your Google profile, website and listings, so customers and search engines aren't confused by old details.
- Net Promoter Scorealso: NPSReviews
- A score from asking customers how likely they are, from 0 to 10, to recommend you. Scores of 9 or 10 are promoters and 0 to 6 are detractors; NPS is the percentage of promoters minus the percentage of detractors.
- NFC review cardReviews
- A card or stand with a chip that opens your review page when a customer taps it with their phone. It works alongside a QR code, so customers can tap or scan. QR codes and NFC →
P
- Place IDGoogle Business Profile
- Google's unique code for your business on Google Maps. Tools use it to build your direct review link and to track your rankings and reviews.
- Primary categoryGoogle Business Profile
- The main category on your Google Business Profile, such as "Dentist" or "Emergency locksmith service". It's one of the strongest factors for which searches you appear in, so choose the most specific one that's true. You can add up to 9 more. Profile checklist →
- Private feedbackReviews
- A way for customers to tell you about a problem directly instead of, or as well as, leaving a public review. It must be an extra option: Google doesn't allow only sending happy customers to review sites.
- Profile suspensionGoogle Business Profile
- When Google restricts or removes a Business Profile for breaking its guidelines, often for keyword-stuffed names, virtual offices or fake reviews. You can appeal, but prevention is far easier.
- ProminenceLocal SEO
- One of the three things Google says decide local rankings, alongside relevance and distance. It's how well known and well regarded a business is, judged from reviews, links, articles and listings.
R
- RelevanceLocal SEO
- How well a business matches what someone searched for. Google judges it from your categories, services, description, reviews and website, which is why complete, accurate profiles rank for more searches.
- Reputation managementReviews
- Monitoring, requesting and replying to reviews across Google, Facebook and other sites so your public rating reflects your real service. For local businesses it's mostly a steady habit, not crisis work. Review management →
- Review gatingReviews
- Asking customers how they felt first and then only inviting the happy ones to leave a public review. Google's policies prohibit it. Every customer should be offered the chance to review.
- Review incentiveReviews
- Offering a discount, gift or prize in exchange for a review. Google doesn't allow it. In the US, the FTC's rule on fake reviews (in force since October 2024) bans incentives tied to a positive or negative review, and in the UK, fake reviews and hidden incentivised reviews have been banned since April 2025.
- Review QR codeReviews
- A printed QR code that opens your review page when scanned. Put it where customers wait or pay: the counter, the table, receipts and invoices. Google review QR codes →
- Review recencyalso: Review velocityReviews
- How recently and how steadily you get new reviews. Customers trust recent reviews more, and studies of local rankings suggest a steady flow matters more than a large total from years ago. Get more Google reviews →
- Review replyalso: Owner responseReviews
- Your public response under a customer's review. Good replies thank people for something specific, stay calm with complaints and move problems to a private conversation. Reply templates →
- Review widgetWebsites and ads
- A block of your latest reviews shown on your own website that updates automatically. It builds trust at the moment someone is deciding, though Google doesn't show star ratings in search results for reviews you display about yourself. Review widgets →
S
- Schema markupalso: Structured dataWebsites and ads
- Code on your website that labels facts for search engines, such as your business type, address, opening hours and services. It doesn't directly lift rankings but helps search engines and AI assistants read your details correctly.
- Service-area businessGoogle Business Profile
- A business that visits customers rather than having them visit, such as a plumber or mobile groomer. On Google you hide your address and list up to 20 areas you serve instead.
- Speed to leadCalls and enquiries
- How quickly you reply to a new enquiry. The sooner you answer, the more likely you are to win the job, because many people contact several businesses and go with whoever replies first.
- Suggested editsGoogle Business Profile
- Changes to your Google profile proposed by the public or made by Google, such as new hours or a different phone number. Google gives you 4 days after notifying you to accept or reject a suggested edit, so check your profile at least weekly.
U
- Unified inboxCalls and enquiries
- One place to read and answer messages from texts, Google, Facebook, Instagram and web chat, so nothing gets missed across apps. Lead capture →
V
- VerificationGoogle Business Profile
- Proving to Google that you own and run the business, often by video or phone. Verified profiles can be edited and are more likely to appear in results.
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