Local SEO: Regional search engine optimization

What is Local SEO?

Local SEO is a central aspect of search engine optimization . It takes Local SEO: Regional search particular account of the search intent and the geographical location of the user. 

At the same time, the search algorithm compares this intention with the user’s current or desired geographical position . This means that the Google search results primarily show websites of providers that are located in the immediate vicinity. Typical search terms are, for example, “pharmacy Berlin”, “cinemas nearby” or “online marketing agency Lucerne”.

Local SEO: What does the term mean?The term “Local SEO” comes from English and means something like “local search engine optimization”. This means that the search algorithms adapt the results list to local search queries. The algorithms usually recognize the local search intent and only show relevant results. At the same time, the user’s current location determines whether there is spatial relevance or not.

Why is local SEO so important?

Many people use search engines to find businesses near them. Most users Local SEO: Regional search regularly use local search to find the nearest restaurant, hair salon, doctor, store, and other businesses.

Back in 2016, Google published a report that said 30% of all searches made on a mobile device are related to a location. In addition, searches for “where to buy/find/get something” increased by 1.3 times compared to the previous year. The report even states that 76% of people who search for something nearby on their smartphone visit a store within a day.

It is certain that this trend has continued to grow in recent years and, as mobile internet usage continues to grow, it will become even more important in the future

Benefits: Which companies benefit from local SEO?Although every company benefits from local SEO, this form of marketing is aimed particularly at smaller businesses. Optimizing the website is useful for, among other things:

• Lawyers
• Doctors
• Cafes
• Shops
• Restaurants

In principle, all businesses that own a store or offer their services locally benefit from local SEO.

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The most important ranking factors at a glance

To assess the relevance and popularity of a company, search algorithms consider various criteria. These determine how well the company ranks in the search results. These include:

• Link signals (e.g. backlinks)
• Social signs in social networks
• Review signs on review platforms
• On-page signals
• Signals from Google Business Profiles – formerly Google MyBusiness
• External Local Signals (external websites)
• the proximity to the location

Relevance, distance and popularity

Google uses company data, among other things, to decide whether local search results are relevant. It is therefore crucial that data such as the telephone number , opening hours and information on how to get there are always up to date.

The algorithms differentiate between relevance for the user and purely informative aspects. The combination of local relevance and user reviews determines how relevant a company is for the respective search query . In combination with the distance to the user’s location, certain companies are particularly high up in the results list.

Which on-page factors influence local SEO?OnPage factors also have a major influence on regional search engine optimization. The following content increases visibility in the ranking.

• Companies should display the company name and the city name in the title. Both pieces of information create a local connection.
• Location-specific topics and content
• A clearly visible route description

In addition to excellent web development, it is essential to provide users with high-quality content and thus offer them real added value. Both are necessary in order to stand out from the competition. In this case, it is advisable to work with an online marketing agency that can incorporate its professional expertise into the strategy.

Tip: A well-maintained blog with local reports and events is also a plus point for local ranking.

Ranking better in local search results – 10 tips

In addition to the programming of the company website, there are other non-technical aspects that influence the placement in the local search results. 

Tip 1: Name, Address, Phone: Optimize NAPName, address and telephone number are extremely important for local SEO. Therefore, this information should always be presented correctly and in the same format. It is important to adhere to the legal requirements. This also applies to the information that is on social media channels such as Facebook or on the company’s internal Google company profile account.

Tip 2: Strengthen your presence on social networks and Google company profiles

Social networks and Google company profiles have a significant impact on search chinese europe phone number materials engine rankings. Active accounts on these platforms are therefore an absolute must for local SEO. In addition, companies increase their own trustworthiness. The basis for this is always up-to-date and credible online reviews. Combined with the right SEO analysis tools for social media, the knowledge gained here can be used optimally to further develop your own SEO strategy.

Tip 3: Local CitationsLocal citations are entries in local directories. They are an important component of local SEO. These include entries in industry directories such as the Yellow Pages . These entries serve as proof to the search engines of the company’s credibility.

Tip 4: Design multiple SEO landing pagesA single website with an excellent web design is usually not enough for businesses with multiple locations . To rank well, each location should have its own page. However, creating an SEO landing page can be a challenge. Working with a professional SEO agency makes this step easier.

Tip 5: Use Bing Places and Apple Maps

It is not advisable to focus local SEO exclusively on Android devices. If potential customers have an iPad or iPhone, companies should use the existing map services. Bing Places for Business and Apple Maps are therefore also important local SEO tools.

Tip 6: Structured data and Schema.orgStructuring the HTML data schematically is an effort that is definitely worth it. Although this structuring is not visible to the user, it helps the search engine to understand content more quickly.

Tip 7: Backlinks and local linksBacklinks are just as important for the evaluation of the website as local SEO . For local search engine optimization, these links should be locally relevant. Local news is particularly trustworthy. However, links from local influencers or bloggers can also be used excellently for this purpose.

Tip 8: Use SEO toolsWhether in Germany, Switzerland or elsewhere in the world: a professional online marketing agency supports its partners not only in the area of ​​display marketing. Instead, a good advertising agency uses various SEO analysis tools to precisely analyze the previous SEO strategy. Of course, the use of such SEO and online marketing tools is not only possible in cooperation with a web agency. Nevertheless, the experts at an experienced online marketing agency usually have the necessary know-how to successfully use the knowledge gained.

Tip 9: Reviews

There’s no question about it: authentic and personal reviews influence the purchase decision. That’s why such testimonials are crucial for Google when it comes to local SEO. Regardless of whether it’s about vacation aob directory trips, real estate or decorative items: the opinion of other buyers is crucial for success.

Tip 10: Consider mobile devicesA professional SEO agency also places greater emphasis on mobile optimization as part of local SEO. This means that the web design is designed to work on smartphones and tablets. Responsive web design and excellent performance are the focus of web development.

Successful local SEO – with the right supportA successful local SEO strategy plays an important role when it comes to increasing the visibility of local companies. Mobile optimization of the website is particularly important here. At the same time, the content must have a high added value in order to be interesting for new customers. Since search engines take the user’s location into account in local SEO, even small companies have a good chance of being found.

However, it is often difficult to implement a suitable SEO strategy on your own. Our qualified team of experts is happy to support its partners in optimizing their online presence. This includes targeted placement of Google Ads as well as excellent content marketing – and well-considered local search engine optimization.