What makes local SEO different from general SEO

Local SEO is not just about keywords or technique, but about being found in a specific region. Whereas general SEO focuses on visibility on a national or international level, local SEO looks at proximity. In a local search, Google tries to determine which business is most relevant ánd closest to it. That means factors such as location data, local listings and reviews weigh more heavily. So you can't just rely on good content or link building; locally, your nearby presence literally counts.

The role of intent in local searches

People searching locally often have immediate buying habits. Searches like "hairdresser nearby" or "lunch Zwolle" show that someone is looking for something right now. This makes local SEO extra valuable: it attracts people who are already well into their customer journey. They are less orientating, more deciding. By being visible at this moment, you increase the chances that they will actually walk into your store. That is why it pays to invest in visibility around this kind of search intent.

Why local visibility goes beyond Google Maps

Many companies focus their local strategy entirely on Google Company Profile (formerly Google My Company). Logical, as it is an important factor in local search results. But true local visibility requires more. Consider listings on platforms such as Yelp, Tripadvisor, Trustoo or industry platforms. Reviews on those places also count. And then there is your own website: a contact page with local information is good, but a landing page per location can make all the difference. Local means thinking wider than just Google.

For those looking for a basic explanation on how to get started with local findability, Onder's article on local SEO provides a good starting point. In it, onder other the importance of a Google Company Profile and basic optimisation are clearly explained. This article deliberately goes beyond that and zooms in on strategic choices and the bigger picture. Read more about the basics of local SEO here.

Local scoring requires local trust

Local SEO is all about relevance as well as trust. And you build trust with signals that highlight your local involvement onder. Think of reviews from local customers, listings on local news sites or participation in events. Even a simple mention on a local association's website can contribute. Google sees these kinds of signals as confirmation that you really are a local player, not an outsider just to grab some traffic.

Why your website is still the hub of local SEO

Although much local visibility arises outside your own website - through platforms, map listings and reviews - your site remains the focal point. Google checks that your information is correct. Is your address not clearly stated on the site? No good landing page for the place you operate in? Then your reliability drops. So make sure the basics are right. And that means not only the right contact details, but also pages that respond to local queries. Think of: "our hairdressers in Zwolle explain which haircut suits your face shape".

If you still have little knowledge of SEO in general, it is wise to master the basic onder first. This way, you will lay a solid foundation for your local findability. Onder offers a SEO training for beginners which takes you step by step through the key principles of search engine optimisation. This will better prepare you to start working with local SEO in a targeted way.

Local presence requires consistency and patience

Those who want to be highly visible locally need to work on trust. Not only for customers, but also for search engines. That means: being consistent. Make sure your business details are correct everywhere - from your website to local platforms and social media. Does your address or opening time change? Update it everywhere immediately. Google compares this data and uses it to determine whether your business is trustworthy.

In addition, patience is important. Local SEO is not a sprint. It takes a while for Google to notice that you are the relevant player in your region. But if you keep investing in local signals - such as reviews, mentions and local content - you will build something that will last.