Brick and Mortar Location and SEO: What You Need to Know

February 8, 2024
Brick and Mortar Location | Cover Image

Explanation of Brick and Mortar Location

A “Brick and Mortar Location” refers to the physical presence of a business. Unlike online businesses that operate in the digital space, brick-and-mortar businesses have a tangible location where customers can visit, browse, and make purchases.

Imagine the internet as a vast city with countless businesses. Here, search engines function as the city’s navigation system, guiding customers to their destinations. In this city, a business’s physical address is akin to its beacon, helping customers locate it amidst numerous options. Just as a prominently located store in a city attracts more foot traffic, a well-optimized brick-and-mortar location on search engines draws more online visitors.

Why is Brick and Mortar Location Important in SEO?

In SEO, local search is becoming increasingly significant. When users search for services or products, search engines prioritize businesses that are closest to the user’s location. This prioritization means that a business’s brick-and-mortar presence can dramatically affect its visibility in search results, influencing both traffic and sales.

How Brick and Mortar Location Affects SEO

The impact of a brick-and-mortar location on SEO can be profound, affecting various aspects of a business’s online visibility. Here are relevant stats and how they link to external sources:

1. Local Searches Lead to Action: Studies show that 78% of local-mobile searches result in offline purchases. This statistic underscores the importance of optimizing for local search, as it directly influences in-store traffic and sales.

2. Google’s Emphasis on Local SEO: Google reports that “near me” searches have seen consistent growth over the years. The search engine’s algorithms increasingly prioritize local businesses in search results, making it crucial for brick-and-mortar locations to be accurately represented online.

3. Online Reviews Influence Purchasing: According to a BrightLocal survey, 87% of consumers read online reviews for local businesses in 2020. The physical location of a business contributes to its ability to gather local reviews, significantly affecting its SEO and consumer trust.

By ensuring that a brick-and-mortar location is accurately listed on maps, directories, and business listings, a business can improve its local SEO. Additionally, encouraging customers to leave reviews can further enhance a location’s visibility and attractiveness.


How can businesses optimize their brick-and-mortar location for SEO?

Businesses should ensure their NAP (Name, Address, Phone number) information is consistent across all online platforms. Utilizing local keywords in their website’s content and metadata, and obtaining local backlinks can also boost local SEO.

Why is Google My Business important for brick-and-mortar businesses?

Google My Business (GMB) allows businesses to manage their online presence across Google, including Search and Maps. By creating a GMB listing, businesses can improve their visibility, provide critical information to potential customers, and improve local SEO.

How do online reviews affect the SEO of a brick-and-mortar location?

Online reviews can significantly impact local SEO rankings. Positive reviews increase trust and credibility, encouraging more visits. Additionally, reviews can contain keywords relevant to the business, further optimizing its search ranking for those terms.


In conclusion, the brick-and-mortar location of a business is a crucial ranking factor in SEO, particularly for local search. As the digital and physical worlds continue to intertwine, the importance of optimizing a physical location for online search becomes increasingly evident. By focusing on local SEO strategies, such as accurate NAP information, Google My Business listings, and cultivating positive reviews, businesses can enhance their visibility, drive foot traffic, and ultimately achieve greater success. In the vast and competitive landscape of the internet, a strong brick-and-mortar presence can make all the difference.

February 8, 2024

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