1. Google Business Profile (GBP)
The Google Business Profile (formerly Google My Business) is the central element of Local SEO. It acts as a company's digital business card directly in Google search results and on Google Maps.
- What it is: A free business profile on Google that shows important information such as name, address, phone number (NAP data), opening hours, services, and photos.
- Why it's important: An optimized profile is a prerequisite for visibility in the “Local Pack” (the three map results at the top of the search page) and in Google Maps. It creates trust, proactively answers customer questions and, for Google, is a primary signal of the existence and relevance of a local company.
- completeness: Fill in all available fields (name, address, telephone, website, opening hours, services, products).
- categories: The primary category must precisely describe the core business (e.g. “plumber” instead of “craftsman”). Relevant secondary categories complement the offering.
- Visual content: Regularly upload high-quality photos and videos showing the business, team, and work.
- contributions: Use the contribution function to provide information about offers, news or events and to signal activity.
- Questions & answers: Proactively use the Q&A area to ask and answer common customer questions yourself.
A professionally furnished profile is the basis. Learn more about how to make a Create a Google business profile and set it up correctly.
2. On-page optimization of the website
On-page SEO refers to all optimization measures that are carried out directly on your own website in order to increase its relevance for local search queries.
- What it is: The content and technical adjustment of website elements such as titles, headlines, texts and structured data with a clear local connection.
- Why it's important: The website is the foundation of the digital presence. Google must clearly understand which service is offered at which location. Local landing pages for various locations or catchment areas enable targeted targeting.
- Local keywords: Integrate service and location into important elements such as title tag, meta description and H1 heading (e.g. “Professional teeth cleaning in Berlin-Mitte”).
- NAP data: Show name, address and telephone number on the website, ideally in the footer and on the contact page, consistent with the GBP entry.
- Local content: Create content that has a clear connection to the region, e.g. by naming districts, local projects or directions.
- Markup scheme: Implement structured data (LocalBusiness Schema) to provide search engines with explicit information about address, opening hours, and reviews.
3. Online reviews
Online reviews are a decisive factor for local buying decisions and an important ranking signal for Google.
- What it is: Collecting, responding to and analyzing customer feedback on platforms such as Google, Yelp or industry-specific portals.
- Why it's important: Reviews create trust (social proof) and influence the click rate in search results. A high number of positive reviews is rated by Google as a signal of quality and authority and can improve the ranking in the Local Pack.
- Request reviews: Actively and systematically ask satisfied customers to submit a review (e.g. via email, SMS or QR code).
- Timely answers: Respond promptly and professionally to all reviews, both positive and negative.
- Keywords in answers: When responding to reviews, subtly mention relevant keywords and location (e.g. “Thank you for your positive feedback about our bathroom renovation in Hamburg.”).
4. Local links (local link building)
Backlinks from other relevant, local websites are a strong signal to Google that a company is an established part of the local community.
- What it is: The strategic development of links (backlinks) from other regional websites, organizations or portals to your own website.
- Why it's important: Local links confirm the geographical relevance of a company and increase its authority in the eyes of search engines. A link from the local Chamber of Crafts is more valuable for a craftsman than a supra-regional branch link.
- Local partnerships: Collaborate with complementary, non-competing companies in the area and link each other.
- Sponsorships & events: Sponsor local associations, events, or non-profit organizations and ask for a link from their website in return.
- Regional press relations: Inform local news portals or blogs about interesting company events.
- Local citations: Ensure entries in relevant online business directories. The consistency of name, address, and telephone number (NAP) is crucial here. An overview of the most important business directories helps with the selection.
5. Local content
Local content positions a company not only as a provider of a service, but also as an expert and helpful source of information for the local target group.
- What it is: The creation of content (e.g. blog articles, case studies, videos) that specifically address the questions, problems and interests of people in your own region.
- Why it's important: Useful content attracts qualified traffic to the website and builds trust. An article like “The 5 most common heating problems in winter in Munich” attracts just the right target group for a local heating engineer. Google recognizes this relevance and rewards it with better rankings.
- Identify local issues: Answer questions that are relevant to the local target group (e.g. related to local regulations, events or geographical features).
- Create case studies: Present completed projects in the region with pictures and descriptions.
- Include local references: In general articles, specifically mention local examples, districts or landmarks in order to establish a regional connection.
6. Tracking and analysis
Without measuring results, strategic optimization is not possible. Tracking shows which measures are working and where potential remains unused.
- What it is: Continuous monitoring of relevant key figures (KPIs) to evaluate the success of local SEO measures.
- Why it's important: Data-based decisions are more effective than guesswork. Tracking makes it possible to prove the return on investment (ROI) of local SEO and continuously improve the strategy.
- Use GBP Insights: Analyze performance data in Google Business Profile (e.g. number of calls, website clicks, route requests).
- Monitor local rankings: Track the positions for the most important local keywords in search results, for example with a SEO ranking app.
- Use Google Analytics: Segment website traffic by geographical origin and measure conversions (such as contact requests) from local landing pages.
synopsis
Successful local SEO is the result of an integrated approach. The individual elements — Google Business Profile, website optimization, reviews, local links, content and tracking — do not act in isolation, but reinforce each other. An optimized GBP provides initial visibility, positive reviews create trust, and the local website with relevant content and backlinks strengthens authority and leads to conversion. Continuous analysis ensures that the strategy stays on track. For local companies, this holistic approach is not an optional marketing extra, but an essential prerequisite for sustainable growth.
Do you need support to implement these measures strategically? SocialEdge specializes in maximizing the local visibility of companies. Contact us for a free analysis and find out how we can get your business to the top of local search results.
