What is Local SEO?
Local SEO is a central aspect of search engine optimization. In particular, the search intention of the user is taken into account.
At the same time, the search algorithm matches this intention with the current or sought-after geographical position of the user. Thus, the results of the Google search primarily show websites of providers that are located in the immediate vicinity. Typical search terms are, for example, “pharmacy Berlin”, “cinemas nearby” or “online marketing agency Lucerne”.
Local SEO: What does the term mean?
The term “Local SEO” comes from English and means something like “local search engine optimization”. This means that the search algorithms adapt the results list to local search queries. Usually, the algorithms recognize the local search intention and show only relevant results. At the same time, the user’s current location determines whether or not there is spatial relevance.
Why is Local SEO so important?
Many people use search engines to find businesses in their vicinity. Most users regularly use local search to find the nearest restaurant, hair salon, doctor, store and other businesses.
Back in 2016, Google published a report stating that 30% of all searches conducted on a mobile device are related to a location. Moreover, searches for “where to buy/find/get something” increased 1.3 times compared to the previous year. The report even states that 76% of people who search for something nearby on their smartphone visit a store within a day.
It is certain that this trend has continued to grow in recent years and, as mobile internet usage continues to increase, will become even more important in the future.
Benefits: Which companies profit from Local SEO?
Although every business benefits from local SEO, this form of marketing is aimed particularly at smaller businesses. Website optimization for local search queries is useful for, among others:
- Lawyers
- Doctors
- Cafés
- Retail stores
- Restaurants
So, in principle, all businesses benefit from Local SEO if they have a retail store or offer their services directly on site.
Overview of the most important ranking factors
To rank the relevance and awareness of a business, search algorithms look at various criteria. These determine how well it ranks in search results. These include:
- Link signals ( for example, backlinks)
- Social signals in social networks
- Review signals on rating platforms
- On-page signals
- Signals from Google Business Profile – formerly Google MyBusiness
- External Local Signals (external websites)
- Proximity to the site
Relevance, distance and awareness
Google decides whether local search results are relevant based on company data, among other things. It is therefore crucial that data such as the phone number, opening hours and information on how to get there are always up-to-date.
The algorithms distinguish between relevance for the user and purely informative aspects. The combination of local reference and user reviews determines how relevant a company is for the respective search query. In combination with the distance to the user’s location, certain companies are then particularly far ahead in the results list.
Which OnPage factors influence Local SEO?
OnPage factors also have a great influence on regional search engine optimization. The following content increases the visibility in the ranking.
- Companies should display the company name and city name in the title. Both pieces of information create a local reference.
- Location-specific topics and content
- Highly visible driving directions
In addition to excellent web development, the key is to provide users with high-quality content and thus offer them real added value. Both are necessary to stand out from the competition. Here, it is advisable to work with an online marketing agency that can incorporate its professional expertise into the strategy.
Tip: A well-maintained blog with local reports and events is also a plus for local ranking.
Rank better in local search results – 10 tips
In addition to the programming of the company website, there are other non-technical aspects that have an impact on the ranking in local search results.
Tip 1: Name, Address, Phone: Optimize NAP
Name, address and phone number are of enormous importance for Local SEO. Therefore, these details should always be presented correctly and in the same format. It is important to adhere to the legal requirements. This also applies to the details found on social media channels such as Facebook or on the company’s internal Google Company Profile account.
Tip 2: Strengthen your presence on social networks and Google Company Profile
Social networks and Google company profiles significantly influence search engine rankings. For Local SEO, active accounts on these platforms are therefore an absolute must. In addition, companies thus increase their own trustworthiness. The basis for this are always up-to-date and credible online reviews. Combined with the right SEO analysis tools for social media, the insights gained here can be optimally used for the further development of one’s own SEO strategy.
Tip 3: Local Citations
Local Citations are entries in local directories. They are an important component of Local SEO. These include entries in yellow pages such as the Yellow Pages. These entries serve the search engines as proof of the company’s seriousness.
Tip 4: Design multiple SEO landing pages
A single website with an excellent webdesign is usually not enough for businesses with multiple locations. For a good ranking position, each location should get its own page. However, creating an SEO landing page can be challenging. Working with a professional SEO agency makes this step easier.
Tip 5: Use Bing Places and Apple Maps
Targeting Local SEO exclusively to Android devices is not advisable. If potential customers own an iPad or iPhone, businesses should use the available map services. Bing Places for Business and Apple Maps are therefore also important Local SEO tools.
Tip 6: Structured data and Schema.org
Structuring HTML data schematically is an effort that is definitely worthwhile. Although this structuring is not visible to the user, it helps the search engine to understand content faster.
Tip 7: Backlinks and local links
Backlinks are just as important for the website’s ranking as Local SEO. For local search engine optimization, these links should be locally relevant. Local news is particularly trustworthy. However, links from local influencers or bloggers can also be used excellently for this purpose.
Tip 8: Use SEO tools
Whether in Germany, Switzerland or anywhere else in the world, a professional online marketing agency does not only support its partners in the area of display marketing. Instead, a good advertising agency uses various SEO analysis tools to precisely analyze the previous SEO strategy. Of course, the use of such SEO and online marketing tools is not only possible in cooperation with a web agency. Nevertheless, the experts of an experienced online marketing agency usually have the necessary know-how to use the insights gained in a promising way.
Tip 9: Reviews
No question: Authentic and personal reviews influence the purchase decision. Therefore, such testimonials are crucial for Google in Local SEO. Regardless of whether it’s about vacation trips, real estate or decorative items: the opinion of other buyers is crucial for success.
Tip 10: Take mobile devices into account
A professional SEO agency also places increased emphasis on mobile optimization in the context of Local SEO. This means the web design is designed to work on smartphones and tablets. Responsive web design and excellent performance are the focus of web development.
Successful Local SEO – with the right support
A successful Local SEO strategy plays an important role when it comes to increasing the visibility of local businesses. Especially the mobile optimization of the website is of great importance here. At the same time, a high added value of the content is required to be interesting for new customers. Since search engines take the user’s location into account in local SEO, even small businesses have such good chances of being found.
However, it is often difficult to implement a suitable SEO strategy on your own. Our qualified team of experts is happy to support its partners in optimizing their Internet presence. This includes the targeted placement of Google Ads as well as excellent content marketing – and a well-considered local search engine optimization.
