Local SEO, or local search engine optimization, is a sub-discipline of search engine optimization (SEO) that focuses on increasing the visibility and ranking of a website in the local search results of search engines such as Google. Local SEO helps companies present their products and services to a locally interested target group.
Importance of Local SEO
Local SEO is particularly important for regional companies, retailers, restaurants, craftsmen or local service providers who want to target customers from their direct catchment area. Users who perform local searches often have a higher purchase intention and search for specific needs. High visibility in local search results therefore represents a competitive advantage and can contribute to higher visitor traffic and sales.
Elements of Local SEO
- Google My Business (GMB): Setting up and optimizing a Google My Business profile is a fundamental part of Local SEO. GMB is a free service from Google that allows businesses to showcase their company information such as location, opening hours and contact details, and to collect customer reviews.
- Local Citation Sources: A citation refers to the mention of the company name, address and phone number (NAP) in local directories, online business directories, review portals and social media platforms. The consistency and quality of citations influences the local ranking and credibility of the company.
- Local content and keywords: Content creation and optimization with targeted local keywords, such as the city or district name, aim to focus on the local target audience and increase the local relevance of the website.
- Local Backlinks: Backlinks from locally relevant and authoritative websites such as trade associations, local media, or affiliates are an important ranking factor for local search as they increase the regional trustworthiness of the business.
Advantages of Local SEO
Local SEO offers numerous advantages, such as:
- Promoting regional visibility and presence
- Increase organic website traffic
- Generation of qualified leads and potential customers
- Building trust and credibility through positive reviews
- Increase sales and customer loyalty through targeted marketing measures
