If you run a café, beauty salon, dry cleaner or car service in Yerevan, you do not need to compete for worldwide searches. Your main goal is to rank first when someone nearby searches for your service on their phone. This is precisely what local search engine optimization does.
Local SEO's foundation is consistent information, known as NAP (Name, Address, Phone). Your company name, address and phone number must be written identically on the website, Google Business Profile, Facebook, Instagram and Armenian directories such as Spyur.am. Any mismatch reduces Google's trust.
The second factor is customer reviews. Search engines rank places with high ratings of 4.5+ stars and detailed comments more prominently. Encourage satisfied customers to review you on Google by sending a short WhatsApp link or using a QR code.
Use local keywords within the website too: mention the city and district in page headings, titles and body text. This helps the algorithm understand that your service is available in that specific part of Yerevan.