---
title: "Local SEO Glossary: 40+ Terms | Viral Growth Marketing"
description: "A plain-English glossary of local SEO terms — Map Pack, NAP, citations, prominence, proximity, E-E-A-T, and 35+ more, defined for busy business owners."
url: "https://www.viralgrowth.marketing/resources/local-seo-glossary"
---

Local SEO comes with its own jargon, and most of it gets thrown around without anyone stopping to define it. This is a plain-English reference to the terms you'll hear when you work on getting your business found on Google. If you're brand new to all of this, start with the pillar guide — [what is local SEO?](https://www.viralgrowth.marketing/resources/what-is-local-seo) — then come back here whenever a word trips you up.

### Local search basics

### Google Business Profile

### Rankings & the algorithm

### Reviews & reputation

### Citations & links

### On-site, content & measurement

#### What is the Map Pack?

The Map Pack (also called the local pack) is the block of three business listings shown with a map at the top of local and "near me" searches. Most people never scroll past it — they read the ratings, tap a listing, and call. Landing one of those three spots captures the majority of local clicks, which is why it's the highest-value goal in [local SEO](https://www.viralgrowth.marketing/services/local-seo/).

#### What does NAP mean in local SEO?

NAP stands for Name, Address, and Phone number — the three core details that identify your business across the web. Keeping them identical on every listing and page ("NAP consistency") helps Google trust that your business is real and located where you say. Even small mismatches can quietly hurt your rankings.

#### What is a citation?

A citation is any online mention of your business Name, Address, and Phone number — on directories, industry sites, and social profiles. Structured citations are formal directory listings; unstructured ones are mentions inside regular content. Consistent citations are a foundational trust signal, and building them is a core part of [citation work](https://www.viralgrowth.marketing/services/local-citation-building/).

#### What's the difference between proximity, relevance, and prominence?

They're the three main local ranking factors. Proximity is how close you are to the searcher; relevance is how well your profile matches what they searched; prominence is how well-known and trusted your business is. You can't change proximity, and relevance is mostly a one-time optimization — so prominence, driven by reviews, citations, and links, is where the ongoing work lives.

#### What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness — the qualities Google's quality raters use to judge content and businesses. It isn't a single score you can see, but real authorship, genuine reviews, credentials, and accurate information all strengthen it over time.

#### What is a Google Business Profile?

A Google Business Profile (formerly Google My Business) is the free listing that controls how your business appears on Google Maps and in the Map Pack. A complete, active profile — right categories, hours, photos, and reviews — is the foundation of every local ranking. Managing it well is the core of our [profile management](https://www.viralgrowth.marketing/services/google-business-profile-management/) service.

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