Local search engine optimization

On the move in a foreign city and your stomach is growling. No problem: You pull out your phone, enter "restaurant" or "pizza," and matching local search results are immediately presented. Meanwhile, Maps and Google search services have also installed the "nearby" button, making it easy to search the surrounding area. Or consider the following situation: You want to find a lawyer in Munich, so you enter "lawyer Munich" into the search bar on Google. Immediately, lists of lawyers from nearby are presented. But which one is displayed first? After all, there are thousands of lawyers and even more restaurants in Munich.

Local search engine optimization helps ensure that your offer, if appropriate, appears at the top of the SERPs, often with a snippet from Google Maps and a direct contact option.

Local search engine optimization already indicates exactly what it means: search queries from a specific region should be answered in a way that relevant results are displayed for users. In Google search engine optimization, local SEO is playing an increasingly important role, as everyone is well-connected on the go today and hardly navigates without a smartphone.

Since when does local search engine optimization exist?

In 2007, Google gradually introduced local search results. They are supposed to be displayed primarily when searching for relevant keywords in an area. Google understands the search intent as looking for something locally. This can be indicated by the user through the city name or by the keyword itself. After all, even an algorithm understands that I usually don't search for a restaurant located many hundreds of kilometers away. Local search engine optimization was born almost simultaneously. In May 2023, 96% of Google search queries were made via mobile devices, which highlights the importance of mobile search once again. Therefore, it is particularly important for all business owners and service providers who sell exclusively on-site to ensure that local search engine optimization works and that their own offerings are displayed as soon as someone in the vicinity searches accordingly.

How does Local SEO work?

Local search engine optimization, as a sub-discipline of search engine optimization, increases local visibility. For search queries, Google considers the location of the searcher. But what can SEO look like for companies that want to sell on-site? How does a business improve its local visibility?

Ranking factors for local search engine optimization:

• Longtail keywords:

Important, as with any search engine optimization, is the corresponding keyword research. Long-tail keywords are particularly in demand here, meaning those that consist of several words. If you want to be easily found in a particular city, you should ensure that the relevant search terms are both searched for in combination with the city and placed in the appropriate locations on the business website. These are also important in the meta-data.

• Maintenance of the Google MyBusiness profile

Very important for local search engine optimization is the maintenance of the Google MyBusiness profile. Company, address, and phone number are essential here, as well as linking and verifying with the business page. Additionally, the store opening hours should definitely be found on your own website.

• NAP

NAP stands for Name, Address, Phone. As mentioned in the last point, this information should definitely be found on the company website and be consistent with the details in the Google MyBusiness profile to rank well locally. These details should also appear on all landing pages and ideally always in the same format. A well-organized footer is therefore a must for local search engine optimization.

• Customer reviews

An important point is reviews and ratings from customers. They are simply the decisive factor for many when choosing a product or service. Google search is also aware of this. Ideally, a good review also includes a text from customers. Such reviews increase click rates and build trust.

• Backlinks

Good backlinks are also in demand for local search engine optimization. When local businesses link to the website, that's a good sign for Google.

• Local Citations

Local citations are mentions of one's own business in industry directories, social media platforms, press articles, etc. Through these entries, customers can find a business more easily. Recommended platforms include Yelp, Tripadvisor, Foursquare, Yellow Pages, Jameda, Kununu, etc.

• Mobile First

As already mentioned, more and more users are utilizing their mobile devices. Therefore, when it comes to (local) search engine optimization, one should ensure that their own website is optimized for mobile use. Mobile First is therefore an important criterion for Local SEO as well as search engine optimization overall.

With these tips, you too will achieve good visibility in local search engine optimization! A Local SEO agency can also help with the optimal alignment of the website. Feel free to reach out to us if you have any questions on the topic.