What is local SEO and how does it work: 7 steps

In this article, we explain what local SEO is, why it is important and for whom it is relevant. Local SEO is part of search engine optimization.

What is local SEO?

Local is SEO is the process of improving a company's findability on local searches. These are searches where the location is part of the search term or is highly relevant.

We deliberately don't use the Dutch term local search engine optimization here because it's very long and not clear.

Why is local findability important?

There are a number of reasons why a business might want to improve its local findability.

• 30% of all searches on mobile are location-related.
• In normal search results, so-called local packs are increasingly being shown. These are Google Maps blocks that push the normal organic search results down and thus make normal SEO less effective.
• Companies also like to do business with local businesses. After all, decisions are made by people. Even SEO agencies show a local pack even though location should hardly play a role in the choice.

How does local SEO work?

There are 2 places why you can improve your local findability in Google.

Google maps (local pack)

Google is increasingly showing a map of a number of businesses directly in its search results, even when not searching by a city name. For bakeries, butchers and restaurants, it makes sense that it is important to be visible in local search results. But larger businesses with multiple locations that do not have a direct regional focus can also benefit. Creating and editing a listing for your business can be done directly in Google Maps these days.

Normal search results

You can also make sure you become more findable in ordinary search results. A well-known way is to create landing pages for lots of place names. We do not recommend this, but make sure there is a page for each location.

How does Google determine which company will be shown?

Google uses 3 factors to determine which business will be shown in a local search: relevance, authority and location.

Relevance: As with SEO, relevance plays a role in determining your ranking. Here, Google chooses nearby businesses that most closely match the user's search query. The more relevant your business is to the search query, the more likely you will rank on local search results.

Location: When a local search is performed by the user, Google tries to show businesses that are close to the user's location.

Authority: In addition to the location and relevance of your business, it also looks at the authority of your website. Businesses with a higher authority score are rated by Google as a trustworthy business and will therefore be shown faster in local search results.

Improve local findability in 7 steps

There are a number of steps that can help you improve the local findability of your business.

1. Register your business with Google Company Profile
   To begin, you will need to register your business with Google Company Profile. This makes your business easier to find for Google and increases your chance of being shown in Google Maps search results. It is important to fill in your Google Company Profile as completely as possible. Think of information such as opening hours, phone numbers, link to your website, pictures and a short description of your business.
2. Reviews on Google Maps
   Reviews are a powerful tool that helps Google assess whether your business matches searcher demand. Therefore, it is wise to collect reviews from customers. Also ask your existing customers to leave a review, always ask for an honest review. If your reviews and (average) scores increase, this will have a positive effect on your local findability.
3. Location
   Make sure Google knows where you are located. It's wise to include your location in your Google Company Profile and additionally in the footer of your website. This way, Google is most likely to know the location of your business and therefore be able to show it in nearby searches.
4. Post on your Google Company Profile
   Post regularly on your Google Company Profile. This shows Google and (potential) customers that you are active. This (combined with good reviews) can remove uncertainty from consumers who are not sure if they can trust the company.
5. Keyword research
   When writing your profile for the Google Company Profile, it is wise to include the most important search terms. These search terms are best found by performing a keyword research, which you will also perform in SEO. If you do SEO, you have often already performed a keyword research, which you can then also use (in part) for your profile.
6. Make use of your meta titles and descriptions
   Include information about your business such as location and business hours in your meta titles or descriptions. This can help the searcher choose your business. The user can see at a glance that the business is nearby and if it is currently open.
7. SEO & local SEO
   Local SEO is part of the overall picture of SEO. By also working on the SEO of your website, you also strengthen the local SEO of your business. Therefore, it is important to look beyond just local SEO, even if you are only doing business on a local basis.