Key points at a glance
- Local SEO makes you appear in searches with a local reference and on Google Maps.
- The most important tool is a fully completed Google Business Profile.
- Genuine reviews and replies to them strengthen trust and visibility.
- Name, address and phone number should be identical everywhere on the web.
What is local SEO?
Local SEO is the part of search engine optimisation that focuses on searches with a local reference, for example “café near me” or “gym Lindau”. For such searches, Google usually shows a map with a few businesses, and that is exactly where you want to be.
How do I set up my Google Business Profile properly?
- Choose the right primary category and sensible secondary categories.
- Enter name, address, phone number, website and opening hours completely and correctly.
- Add services or products with short descriptions.
- Upload current, genuine photos of the inside, the outside and the team.
- Regularly publish posts about offers, news or events.
How important are reviews?
Very important. Reviews influence whether people click on you and are a signal for Google. Actively ask satisfied customers for a review, for example with a link or QR code, and reply politely to every review, including critical ones. Bought or fake reviews are not permitted and do long-term damage.
What role does your own website play?
Your website should clearly state your location, have a page with directions and contact details and describe services with a local reference where this is relevant to your customers. Structured data for local businesses helps search engines assign the information correctly.
Why are consistent details important?
Name, address and phone number should be exactly the same on your website, Google profile, industry directories and social media. Differences confuse search engines and people alike.
Conclusion
For businesses with a location, local SEO is one of the most effective ways to win new customers. A well-maintained Google Business Profile, genuine reviews, consistent details and a website with a clear local reference form the foundation.
Frequently asked questions
AIMelanie Dincdemir
Marketing, digital business and business model development at Optivanta
This article is for general information only and does not constitute legal, tax or investment advice. It does not replace advice on your individual case. Despite careful research, we accept no liability for accuracy, completeness or timeliness; use is at your own risk. Articles bearing an author's name reflect that author's opinion. The provider of and party responsible for all content is Optivanta Solutions LLC. More in the imprint
Get found in your region?
We optimise your Google Business Profile, your website and your local visibility.