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SEO Agency
SEA Agency
Grow your business quickly with paid search (SEA).
Social ads
The agency
Local SEO is a form of search engine optimization focused on improving a business’s visibility in location-based search results. It helps businesses appear when users search for nearby products or services, both in Google Maps and local search listings. By aligning business information, content, and trust signals with geographic intent, local SEO connects businesses with customers who are ready to act in a specific area. Local SEO is crucial since most local searches now happen on mobile devices, where a screen shows only a handful of businesses before users start swiping.
Local SEO has become one of the most powerful levers for local business visibility. Now more than ever, since search results are dominated by Google Maps, AI‑generated answers and mobile users with short attention spans.
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While traditional SEO aims to rank websites in general search results regardless of location, local SEO is designed to connect businesses with nearby customers. It considers geographic relevance, proximity to the searcher and prominence like reviews, photos and activity on local platforms. The goal is to show up in front of people who are close enough and ready enough to become customers.
For example, phrases such as “coffee shop near me” or “dentist Amsterdam” show clear intent to find a nearby business. Consequently, Google highlights local options and usually shows a map with several businesses. Even without a city in the query, device location still guides which local results are shown.
Local SEO also differentiates from technical SEO since it focuses on improving a business’s visibility in location-based search results. Meaning with Google Maps and local packs, rather than optimizing a website’s underlying infrastructure. While technical SEO deals with elements like site speed, crawlability, and structured data across an entire website, local SEO prioritizes geographical signals such as Google Business Profiles, local citations, and reviews.
Understanding what local SEO is only the starting point; the next step is knowing why it matters so much right now and how Google ranks local businesses.
Local SEO helps businesses reach potential customers at the exact moment they are ready to act. Many local searches show strong buying intent, meaning users are actively looking for a nearby solution rather than passively browsing. Searches such as “restaurant near me” or “vegan supermarket Amsterdam” often lead to phone calls, store visits or reservations. Therefore, appearing in these results means appearing in front of people who are already close to making a decision.
Local SEO also delivers long‑term value compared to paid advertising. Ads can provide immediate visibility, but their impact usually stops when the budget ends. Whereas strong local rankings can generate leads for months or years with consistent maintenance. For small businesses with limited ad budgets, local SEO can become the main driver of steady, predictable enquiries.
Consistent visibility in Maps and search also builds trust. When accurate business information and strong reviews support that visibility, users quickly perceive the business as established and reliable. This leads to higher click‑through rates and more enquiries from the same number of impressions.
When a user performs a local search, Google’s goal is to deliver results that are relevant to the query and closely tied to the user’s geographic context. Local rankings are therefore influenced by a mix of signals that differ from traditional organic search. Google uses three primary factors: relevance, proximity and prominence.
These signals coherently work together. For a broad query like “plumber”, proximity often carries more weight because the user mainly wants someone nearby. For a more specific query like “emergency boiler repair Amsterdam”, strong relevance and a trusted review profile can help a slightly more distant business outrank closer competitors.
Local results also differ from normal organic rankings. The local pack (map pack) relies heavily on Google Maps data, Google Business Profiles and user behavior. On the contrary, the traditional organic results rely more on content quality, website authority and technical SEO. A business can perform very well in the map pack even if its website is not among the top organic results.
Thus, local rankings are fluid because they adapt to user location, device and intent. Two people searching for the same service from different neighborhoods may see different results. For multi‑location businesses, each branch effectively competes in its own micro‑market.
The core principles of local SEO remain the same, but the underlying signals have become more sophisticated. Search engines now rely more on real user behavior, structured data and AI‑driven understanding of content. It’s a dynamic environment.
Important drivers include:
Aligning your efforts with these signals ensures your local SEO strategy matches how search works today instead of outdated checklists.
AI Overviews and other AI-assisted results can reduce organic click-through rates because users get answers directly on the SERP. That means local SEO is no longer only about “getting the click”, but about being visible and trusted even when users don’t click.
Even with AI on the page, Google still relies on the same local signals: a complete and active Google Business Profile, strong reviews, and proximity. When users want to act (call, visit, directions), Google typically routes them back to the local pack and Maps. Thus, GBP, NAP consistency, and reputation remain the core priorities.
To stay visible, use content formats that are easy to extract and verify: short definitions near the top, clear lists, location-specific proof (testimonials, photos, service areas), and FAQs. Support this with LocalBusiness schema and (where relevant) FAQ schema.
Measurement also changes: impressions can rise while clicks drop due to zero-click behavior. Thus, track real outcomes instead. Keep an eye on calls, direction requests, bookings and messages. Moreover, use Search Console to identify which queries still drive clicks vs. which have become mostly zero-click.
The local pack, or map pack, is the block in Google search engine results (SERP) that shows a small map and a short list of businesses when Google detects local intent. Instead of only website links, users see business names, ratings, distances, opening hours and quick actions like “Call” or “Directions”.
The local pack is highly valuable because it appears above most organic results and is designed for mobile use. Users can view ratings and get directions without scrolling, so this section often drives more calls and visits than regular listings. For many businesses, gaining or losing visibility in the local pack has a direct impact on enquiries and foot traffic.
Information in the local pack comes primarily from Google Business Profiles and Google Maps. Categories, photos, reviews, addresses and service areas in your profile feed this block and strongly influence whether you appear there. Even a well‑optimized site can underperform locally if the profile is incomplete or inaccurate. Therefore, active profile management is a central part of local SEO.
Google Business Profile (GBP) is a free listing that controls how your business appears in Google Search and Maps. It includes key information such as name, address, phone number, opening hours, services, photos and reviews. For many users, this profile is the first and sometimes only touchpoint before they call, message or visit.
GBP is central to local SEO because Google uses its data to decide which businesses show in the map pack and how prominently they appear. For many local queries, the profile carries more weight than website content. This makes optimization one of the fastest and most impactful actions a business can take.
Common mistakes include incomplete or outdated information, incorrect categories, neglected reviews, few photos and keyword‑stuffed descriptions. These issues weaken trust signals and can reduce visibility even when the business itself is highly relevant. Good optimization focuses on accuracy, completeness and regular updates.
A practical GBP checklist:
Once your own profile is correct, the next step is ensuring that the rest of the web tells the same story.
NAP stands for name, address and phone number and represents the core details that identify a business online. These details appear on your website, Maps listings, social profiles and business directories. In local SEO, NAP citations help search engines confirm that a business is real and stable.
Consistency is key. When names, addresses or phone numbers differ across platforms, it creates confusion for both users and search engines and can weaken local authority. Keeping data aligned across your site, Google, Apple Maps, Bing and key directories is one of the simplest and most effective ways to strengthen trust and visibility.
Citations can be structured (in directories with fixed fields) or unstructured (in blog posts, news articles or social media mentions). Structured citations make it easier for search engines to verify details. Unstructured citations contribute to broader authority and brand awareness. Once core information is accurate and consistent, the next step is making sure you target the right local searches.
Local keywords are search terms that include geographic intent. Explicitly through city or neighborhood names or implicitly through phrases like “near me”. They help search engines recognize when someone wants a nearby solution rather than general information.
Compared to generic keywords, local keywords usually have lower search volume but higher conversion potential. Queries like “local SEO agency in Amsterdam” or “emergency plumber Barcelona” are much closer to a purchase than broad terms like “SEO strategy” or “plumbing tips”. For local businesses, these targeted queries are often the most valuable.
Effective local keyword research focuses on how people search in your specific area. Tools such as Google Keyword Planner, local rank trackers (e.g. Semrush) and autocomplete suggestions on Google reveal location‑based variations. Whereas the “People also ask” and related searches on the Google search page itself expose real questions and phrases customers use. When choosing keywords, consider relevance, competition and intent. After, map your most important terms to specific pages or sections of your site.
Your title tag and meta description is prime real estate in local search results. It is the first thing users see when the results are shown, so it directly influences the perception of users and decides whether someone clicks on your listing or a competitor. Google shows your meta description under your title when people search “local SEO [your city]”. A compelling meta description & title tag can double click-through rates from local pack and organic results.
“Title Tag”
“Local meta description formula (150 characters)”
-> [Service] + [Location] + [Unique benefit] + [Call to action]
Examples:
“Plumber Amsterdam B.V.”
“Expert plumber in Amsterdam fixing leaks fast. 24/7 emergency service, 4,6 star reviews. Free quotes today!”
Pro tips:
Creating local content that ranks means going beyond simply adding city names to generic service pages. Search engines evaluate whether content genuinely serves users in a particular area, so pages must be intentionally built around local relevance, proof and context.
Dedicated landing pages for key locations and services are one of the most effective approaches. Each page should focus on a specific offering in a defined area. Moreover, it should provide details on services, availability, neighborhoods served, typical customer needs and any local conditions that matter. Strong local pages include unique elements such as local testimonials, project examples, photos of real work and embedded maps to avoid thin, duplicated content.
On‑page SEO still matters. Clear titles, headings, URLs and internal links help search engines understand what each page targets. Additionally, LocalBusiness schema plus localized FAQs can reinforce relevance. When content is structured logically, backed by real‑world proof and tied to specific search intent, it is more likely to rank: for local queries and be featured in AI and rich results.
Customer reviews influence both rankings and conversions. Search engines treat them as signals of trust and prominence, while users rely on them heavily when choosing between similar local options.
From a ranking standpoint, the quantity, quality and recency of reviews all matter. Businesses that earn a steady flow of recent, detailed reviews tend to be seen as more active and relevant than those with a large number of old reviews. Keywords in reviews, such as service names and locations, can reinforce relevance. A consistent rating across multiple platforms contributes to overall credibility.
Review management should be an ongoing process. Encourage happy customers to leave feedback at specific touchpoints and make it easy with direct links or QR codes. Respond professionally to both positive and negative reviews; thoughtful responses show that you value customer experience. Moreover, it will help turn criticism into an opportunity to demonstrate service quality.
Measuring local SEO performance shows whether your efforts are turning into visibility and customers. Because local SEO affects how often you are seen and chosen, measurement should go beyond checking whether you “rank number one”.
Useful indicators include visibility in the local pack and Maps, rankings for important local keywords and traffic from local searches. Google Search Console, Google Business Profile Insights and local rank‑tracking tools (e.g. Google Search Console) can reveal which queries drive impressions, calls, direction requests and website clicks.
It helps to separate vanity metrics from meaningful ones. Total impressions without context may look impressive but do not show business impact. On the other hand, calls, direction requests, bookings and store visits from local users give a clearer picture of how local SEO contributes to revenue. Regularly reviewing these numbers allows you to refine your strategy and double down on what works.
Several recurring mistakes hold back local performance:
Successful local SEO is built on clear positioning, consistent execution and attention to user experience rather than quick hacks.
A structured roadmap makes local SEO manageable and repeatable.
Viewing local SEO as an ongoing process rather than a one‑time project is one of the most reliable ways to build a resilient local presence.
Local SEO plays a crucial role in helping businesses connect with nearby customers at the right moment, when they are ready to act. Throughout this guide, three key takeaways stand out:
Local SEO prioritizes proximity and location-based signals, making it essential for businesses that serve specific geographic areas or have physical locations. Common examples of local SEO are: Coffee shop searches: Looking for "coffee shop" shows nearby cafes based on your current location.
Local keyword research is the process of identifying search terms that potential customers use when looking for products or services within a specific geographic area. Unlike general SEO keywords, local keywords include location-specific phrases that help search engines connect users with nearby businesses.
Optimizing for local SEO:
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