Restaurants, shops, hotels and doctors have one thing in common: they are all local businesses. Unlike online shops or supra-regional providers of goods and services, local businesses provide their services locally in a city (or a small town in the countryside). In the following article, you can find out what is meant by local SEO and how your business can appear in Google's local search results.
What is local SEO?
Local SEO refers to the Search engine optimisation for local search queriesso that companies can be found more easily in their region. This includes measures such as a well-maintained Google company profilelocal keywords, reviews and entries in online directories.
Why is local SEO so important for local entrepreneurs?
First of all, you need to understand that search engines have not just one, but several indices (indexes). These include the index for websites, the index for images, an index for news and the index for local businesses. A distinction is also made between the mobile index and the index for searching via desktop devices. The SEO measures differ depending on which index you want to pay more attention to.
Major competition for local rankings
The competition for top rankings in Google's local search results is fierce and constantly expanding as more and more providers recognise how important this type of search result is for customer acquisition. In principle, you can already see the relevance from your own search behaviour. If you are looking for a good dentist in Berlin, your search query could be "dentist Charlottenburg". In addition to adverts and organic search results, Google will also display local search results.
As a user with toothache, you will immediately be shown the address, further contact details, a link to the website (if available) and the route planner integrated in Google Maps. If the Google ratings, which you can use to filter the search results in the local search, are correct, the practice will be happy to receive a call to make an appointment.
Gone are the days when customers or patients looked up businesses in the yellow pages. A third of all search queries on Google already have a local connection.
These companies need local SEO:
- Medical practices
- Hospitals
- Catering establishments
- Lawyers
- Advertising agencies
- Craftsmen and other local service providers
How do I appear in the local search results on Google?
There are various factors when evaluating business websites that are eligible for local search results. Before we take a closer look at these factors, we must first distinguish between two different types of search results in local search:
- Conventional organic rankings for companies with a local connection
- Exposed local rankings with additional information
Relevance of the ranking factors
Ranking factors for exposed local search results Ranking factors for organic results of local companies
| Factor | Relevance for local search results |
|---|---|
| Google My Business | 19 % |
| Link signals | 29 % |
| On-page signals | 24 % |
| Valuations | 13 % |
| Local Citation (directory entries) | 13 % |
| User behaviour | 11 % |
| Personalization | 9 % |
| Activity in social media | 4 % |
Note: The data comes from the SEO tool provider MOZ. The percentage figures illustrate the respective relevance of the ranking factors.
Ranking factors for local companies
We would like to explain the ranking factors for local companies shown in the table in detail in the following sections and provide recommendations for action.
Overview of the ranking factors:
- Google My Business
- OnPage signals
- Local Citation
- Valuations
- Link signals
- User behaviour
- Personalised search
- Activity on social media channels
Google My Business page
One of the most important factors for appearing in Google's local search results index is a My Business page. Google uses the content of this business listing to display your business in the local results when users search for your business or a similar business. If you run a local business and do not yet have a Google My Business page, we recommend that you create one.
Tips for creating a Google My Business page
Step 1
Once you have logged in with your Google account, you can immediately start providing Google with data about your company. Enter the name of the company and the address (with postcode and city). You should also enter the telephone number and the URL of your company website. It is particularly important to choose the right main category. Let's take the example of a dental practice: the correct category is "Dental practice" and not "Crowns, fillings and implants". For a pizzeria, you should enter "Italian restaurant" instead of "Pizza and pasta".
Step 2
In the next step, you will be asked to confirm your company page. Google will send you a confirmation code by post to the address of your company, which you must then enter on your Google My Business page. Even without confirmation, you can still enter further information about your company.
Step 3
Provide a short description of your company (approx. 100 to 130 words). This is important as this text shows potential customers what your company is all about. You can also upload pictures of your business (e.g. dishes from your restaurant, your doctor's surgery or your craft business). Opening hours are also particularly important. You should include these on your Google My Business page as well as on your own website.
Alternatives & additions to Google My Business
It's not just Google that offers special tools for local businesses. Other platforms also offer corresponding options:
Apple Maps
The iPhone is one of the most popular smartphones in Germany, and Apple offers its own platform for local businesses with "Apple Maps". If you want to utilise the full potential for your local business, you should also create a business listing here.
Bing Places for Business
With Bing Places for Business, Microsoft offers the counterpart to Google My Business. As the popularity of Bing is increasing, you should also create a business listing here.
On-page optimisation for local companies
The most important thing when it comes to on-page optimisation for local companies is to clearly highlight the local reference in your content. The so-called NAP information (Name, Address, Phone) is particularly important here.
What does NAP mean and what does it have to do with local SEO? The three letters "NAP" stand for name, address and telephone number. This information must be identical on all platforms on which your company is listed. Be it on your website, your Google My Business entry or other business directories.
Integration of Schema.org data into your site A good way to improve your local presence is to use Schema.org markup. Here is an example of how you can insert the data on your website:
Company name
Street + house number
City
,
Federal state
PLZ
Phone number
<meta itemprop="latitude" content="LATITUDE" />
<meta itemprop="longitude" content="LONGITUDE" />
Domain as a ranking factor for local SEO
If you are just starting to realise your website, you can influence SEO when choosing the domain. If it contains the name of your company, the industry and the location, this usually has a positive effect on the rankings for relevant search queries. Example: "zahnarzt-dr-mustermann-berlin.de".
Headings and meta information
The main heading of your website should contain the same information that would be useful for the domain. This means: company name, type of company and location. As the operator of a taxi company in Rosenheim, the h1 heading should therefore read something like "Taxi Mustermann Rosenheim" or "Firma Mustermann - Ihr Taxi in Rosenheim und Umgebung".
The meta description of your website should also compactly describe the services you offer in up to 156 characters. The meta title, which is ideally displayed as the title of the organic search result on Google and other search engines, should contain the company name, the main keyword and the city or town. However, space is limited with a maximum of 55 characters.
Additional information & added value
Additional information that should definitely be included on your website includes opening hours. In addition to such information, you could also use your own blog, in which you create both a regional and a reference to your service and report on interesting topics in this context. Example: As the operator of a sports shop, you could provide information about upcoming sporting events in your region. The positive side effect: the target group that googles these events may be identical to that of your business
Local Citation (directory entries)
In addition to Google My Business and other platforms such as Apple Maps and Bing Places, there are many other directories in which you can list your company. These include platforms such as Yelp, Yellow Pages and business directories.
Why are directory entries important? Directory entries, also known as local citations, help Google to check the relevance and authenticity of your website. The more high-quality directory entries you have, the better your local SEO. These entries must be consistent, i.e. your company name, address and telephone number (NAP) must be the same everywhere so that Google classifies your data as reliable and trustworthy.
Tip: Make sure you also use industry platforms that are specifically relevant to your industry. This can help to further increase your visibility in the local results.
Reviews and customer feedback
One of the most important ranking factors for local search results are reviews. Google uses customer reviews as an important indicator of the quality of your business. Good reviews can not only improve your ranking, but also strengthen the trust of potential customers in your business.
How can you collect reviews?
- Directly after the service: Ask your customers for a review while they are still satisfied with your service.
- Automated emails: Automatically send an email after a successful purchase or service requesting a review.
- On platforms such as Google, Yelp or Trustpilot: Make sure your customers can rate on the right platforms.
What should you do if you receive negative reviews? Negative reviews are unavoidable. It is important to react professionally and respond to the criticism. Show that you take the customer's concerns seriously and try to offer a solution. This can often reconcile even dissatisfied customers, and you can show that you are constantly improving the service.
Link signals
Backlinks are still an important ranking factor for Google, even if they are not weighted as heavily in local searches as they are in organic search results. Nevertheless, you should try to obtain high-quality links from locally relevant sites. Links from local partners, institutions or organisations can strengthen Google's trust in your company.
How can you build local backlinks?
- Partnerships with local companies: If you enter into co-operations with other local companies, you can link to each other's websites.
- Sponsorship of local events or clubs: If you sponsor a local event or are involved locally in any way, you can get links from their websites.
- Press releases: If your company is doing something special, a press release can help attract local attention and get quality backlinks.
User behaviour and personalisation
Google also evaluates the behaviour of users who click on your company. Factors such as click-through rate (CTR), time spent on the page and interactions on the page have an influence on your ranking. If users click on your website and spend a long time there, this shows Google that your site is valuable to the user.
How can you improve your user behaviour?
- Mobile optimisation: Make sure that your website is optimised for mobile devices, as many local search queries are made via smartphones.
- Fast loading times: Users are more likely to leave a website if it loads too slowly. Optimising the loading speed is therefore an important factor for good user behaviour.
- Call-to-action: Have clear calls to action on your website, such as "Call now" or "Make an appointment now", to encourage interaction with users.
Activity on social media
Activity on social media can also have an impact on your local visibility. If you regularly share relevant content, interact with your followers and pick up on local events or topics, this not only helps your brand awareness, but also your local SEO.
Tip: Use social networks such as Facebook, Instagram and LinkedIn to get in touch with your local target group. Make sure you post regularly and respond promptly to enquiries and comments.
Conclusion: Local SEO is important for every local company
Local search results are now an essential part of the online marketing strategy for any business that has a location. By optimising your presence in local search results, you not only increase your visibility, but also your chances of being found by potential customers.
Apply the measures mentioned above and make sure that you are constantly working on your online presence in order to continuously improve your company's local rankings. Local SEO is not a one-off project, but an ongoing process that requires time and commitment in order to be successful in the long term.
