Local search engine optimisation

Local SEO improves visibility for location-based searches. Google evaluates relevance, distance and prominence. Key levers: a well-maintained Google Business Profile, consistent NAP data, reviews, keywords with a local reference, local links and directory listings, and a mobile website.

Out and about in an unfamiliar city and feeling hungry: you take out your smartphone, enter “restaurant” or “pizza near me” – and immediately get suitable results from the area, usually with a map, reviews and opening hours. Or you're looking for a lawyer and enter “lawyer Munich”. Here too, Google immediately shows a list of firms nearby. But which one appears first? In a big city there are hundreds of lawyers and even more restaurants.

Local search engine optimisation (local SEO) ensures that a business appears at the top for such location-based searches – in Google Maps, in the so-called local pack with three highlighted listings and in the organic results, often with the option to call or get directions straight away.

Local search engine optimisation means exactly what the name says: search queries with a local reference should be answered so that users find relevant providers near them. For all businesses with a shop, practice, branch or service area, local SEO is therefore one of the most important channels – especially as most local searches are mobile.

Since when has local search engine optimisation existed?

Since the mid-2000s, Google has shown local results when a search query has a local reference. Google recognises this either from the place name in the search or from the search intent itself: someone searching for “pizza” usually doesn't want something hundreds of kilometres away. Local search engine optimisation emerged with local results. With the heavy use of smartphones, it has become even more important. For shops and service providers that sell locally, it's crucial to be visible at exactly the moment someone nearby is searching.

How does local SEO work?

Local search engine optimisation increases visibility for search queries with a local reference. Google mainly takes three factors into account: relevance (how well does a listing match the search?), distance (how far is the provider from the searcher or the place mentioned?) and prominence (how well known and well rated is the business?). How can local visibility be improved?

Important factors for local search engine optimisation:

Keywords with a local reference:

As with any search engine optimisation, keyword research comes first. Combinations of service and place are particularly in demand, such as “bike repair Heilbronn”. These terms should appear in the right places on the website – in the page title, headings, text and meta description. Businesses with several locations should create a separate page with individual content for each location, rather than just swapping the place name.

Maintaining the Google Business Profile

The most important lever for local search engine optimisation is the Google Business Profile (Google My Business until 2021). Company name, address, phone number, suitable categories, opening hours, photos and a link to the website should all be filled in completely; the profile must be verified. Current posts, answers to questions and responses to reviews show that the profile is actively maintained. Opening hours and contact details should also be easy to find on your own website.

NAP stands for name, address, phone. This information should be identical on the website, in the Google Business Profile and in all directories, right down to the spelling. Contradictory information confuses Google and customers. Ideally, it's in the footer and on the contact page, supplemented by structured data (Schema.org LocalBusiness).

Customer reviews

Reviews are decisive for many customers when choosing a provider – and an important signal for Google too. The number, average and recency of reviews count. Reviews with text that describe specific services are ideal. Anyone who actively asks for reviews and responds factually to every review – including critical ones – gains trust and increases the click-through rate.

Backlinks

Good backlinks also help with local search engine optimisation. Links from the region are particularly valuable – for example from local media, clubs, associations, partners or the chamber of commerce.

Local citations

Local citations are mentions of the business with name, address and phone number in industry directories, review portals and on other platforms. They confirm the company data to Google and help customers find a business. Depending on the industry and country, suitable platforms include Yelp, Tripadvisor and industry-specific directories, in Germany Gelbe Seiten or Das Örtliche, in Switzerland local.ch and search.ch, plus Apple Maps and Bing Places.

Mobile first

Local searches mostly take place on smartphones. The website must therefore load quickly on mobile and be easy to use: tap-to-call phone number, address with a link to navigation, easy-to-read opening hours. Google evaluates the mobile version of a website anyway (mobile-first indexing).

With these measures, local visibility can be improved significantly. An agency experienced in local SEO can also help align profiles, directories and the website optimally. Feel free to contact us with any questions.