What is local SEO and how do you improve your findability?

Local SEO is an indispensable strategy for businesses looking to reach customers in a specific region. Whether you have a physical shop, offer services in a particular city or want more visibility locally, local SEO increases your online findability for searches in the local area.

In this article, we will discuss what local SEO is, why it is important, and how to optimise your local visibility.

What is local SEO?

Local SEO (local search engine optimisation) focuses on improving the online visibility of businesses in specific geographical areas. This includes both organic search results and results in Google's "local pack" - the block of local businesses displayed above regular search results.

An example: Someone searches for "physiotherapist in Eindhoven." If your business is well optimised locally, your practice will appear prominently in the search results, complete with location, opening hours and reviews.

Why is local SEO important?

Local SEO plays a big role in attracting customers close to your business. Statistics from 2023 (Think with Google) show that:

• 46% of all Google searches are locally targeted, meaning users often search for businesses or services in their area.
• 88% of mobile users taking action within 24 hours onder after searching for a local business, for example by visiting the location or making an appointment (BrightLocal, 2023).

For businesses with a physical location or a regional target audience, this is a huge opportunity. Through local SEO, you ensure that your business is more visible, making potential customers more likely to choose you over a competitor.

How does local SEO work?

Google uses several factors to determine which businesses appear in local search results. The main factors are:

1. Relevance How well does your offer match the user's search query? This is partly determined by the content on your website and Google Company Profile.
2. Distance Google looks at how close your business is to the searcher's location. The closer you are, the more likely you are to appear in the search results.
3. Prominence This refers to how well-known and trustworthy your company is. Reviews, online mentions and links to your website play a big role in this.

How do you improve your local findability?

Optimising your local SEO requires a combination of technical adjustments and strategic actions. Find an overview of effective measures hereonder.

1. Optimise your Google Company Profile

A well-designed Google Company Profile is essential. This profile ensures that your business is visible in Google Maps and the local pack.

Tips:

• Complete your company information (name, address, phone number, opening hours).
• Add attractive photos of your location, products or services.
• Encourage satisfied customers to leave reviews.

2. Use local keywords

Make sure your website contains texts that respond to local searches. For example, use combinations such as:

• "Bakery in Amsterdam"
• "Car service in The Hague"
• "Restaurant with terrace in Groningen"

You can integrate these keywords into pages, blog articles and metadata to increase your findability.

3. Keeping NAP data consistent

NAP stands for Name, Address and Phone Number. Make sure these details are identical everywhere, such as on your website, social media and company listings. Inconsistencies can negatively affect your ranking.

4. Collect local backlinks

Links from local partners, news sites or event organisers strengthen your authority within your region. Consider listings on the website of a local ondernemer association or collaborations with regional influencers.

5. Encourage positive reviews

Online reviews not only improve your visibility, but also increase the trust of potential customers. Invite satisfied customers to leave a review via e-mail or an in-store QR code.

How do you measure success in local SEO?

Monitoring your results is essential to know which strategies are working. Use tools such as:

• Google Analytics: For insight into visitor numbers and how users find your website.
• Google company profile insights: To see how often your profile is viewed and how users interact with your company.
• Rank trackers: For monitoring your position in local search results.

Regular evaluation and optimisation will keep you one step ahead of your competitors.

Local SEO provides a powerful tool to reach customers in your region and increase your online visibility. By combining an optimised Google Company Profile, relevant keywords and strong reviews, you can not only improve your findability, but also gain customers' trust.

Related articles:

• What is SearchGPT?
• How can I check my link profile?
• What are events in GA4?

Want to know more about SEO and how to grow your business locally? View our services or read more in our knowledge base.