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Local SEO

TL;DR: Local SEO (local search engine optimization) ensures that your business is found in Google for location-based search queries. Through an optimized Google Business Profile, local keywords, and consistent business data, you gain more visibility and customers in your region.

What is Local SEO?

Local SEO (local search engine optimization) is a subfield of search engine optimization that aims to improve a company’s visibility in location-based search results. When someone searches for “innovation consulting Vienna” or “business consultant near me,” Local SEO determines whether your company appears in the results.

For local search queries, Google displays three different types of results: the Local Pack (the top 3 entries with a map), organic results, and Google Maps. Local SEO influences all three areas, making it an indispensable part of digital marketing for SMEs.

Why Local SEO is Crucial

The numbers speak for themselves: nearly half of all Google searches have local intent. For regional businesses, this means:

  • High Purchase Intent: Local searches have the highest conversion rate of all search types—users are actively looking for a solution in their vicinity.
  • Mobile First: Over 60% of local searches are performed on mobile devices—an optimal user experience on smartphones is mandatory.
  • Competitive Advantage: Many SMEs neglect Local SEO—those who invest here gain a significant advantage in market positioning.
  • Cost Efficiency: Compared to performance marketing, the acquisition costs for Local SEO are significantly lower.
  • Building Trust: Prominent local visibility with good reviews strengthens trust—similar to thought leadership.

Optimizing Google Business Profile

The Google Business Profile (formerly Google My Business) is the centerpiece of any Local SEO strategy:

Setting up the Basics

  • Complete Information: Name, address, phone number (NAP), opening hours, website, category.
  • Correct Category: Choose the most precise primary category and add relevant secondary categories.
  • Business Description: Use all 750 characters with relevant keywords and your unique value proposition.

Advanced Optimization

  • Regular Posts: Share updates, offers, and news directly in the profile.
  • Photos and Videos: Businesses with photos receive significantly more clicks.
  • Products and Services: List your services with descriptions and prices.
  • FAQ Section: Answer common questions directly in the profile.

On-Page Local SEO

Your website must be optimized for local search queries:

  • Local Keywords: Integrate location terms into title tags, meta descriptions, headings, and body text (e.g., “innovation consulting Vienna”).
  • Location Pages: Create a dedicated, optimized landing page for each location with unique content.
  • Schema Markup: Implement LocalBusiness schema to provide Google with structured data about your business.
  • Embedded Google Map: Include a Google Maps map showing your location.
  • Mobile Optimization: Ensure fast loading times and a perfect user experience on mobile devices.

Supplement your local content with relevant content marketing—local industry reports, event announcements, and regional case studies strengthen your local authority.

NAP Consistency and Citations

Citations are online mentions of your business with its name, address, and phone number (NAP). Consistency is crucial:

  • Business Directories: Register in relevant directories (Herold.at, WKO Firmen A-Z, Yellow Pages, etc.).
  • Industry-Specific Platforms: For consultants, e.g., consulting.at, UBIT directory.
  • Social Media Profiles: LinkedIn, Facebook, Instagram—use identical data everywhere.
  • NAP Consistency: Name, address, and phone number must be exactly the same everywhere—any discrepancy confuses Google.

Use an omnichannel approach to keep your local presence consistent across all relevant platforms.

Reviews and Reputation Management

Online reviews are one of the most important Local SEO ranking factors:

  • Actively Ask for Reviews: Satisfied customers rarely leave reviews on their own—ask systematically after every successful project.
  • Respond to All Reviews: Show appreciation for positive reviews and respond professionally to criticism.
  • NPS as a Preliminary Step: Use the Net Promoter Score to identify satisfied customers and specifically ask them for a Google review.
  • Diverse Platforms: In addition to Google, collect reviews on industry-specific platforms.

Good reviews not only improve your ranking but also increase the conversion rate—users trust companies with many positive reviews.

Measuring Local SEO Success

Track these KPIs to evaluate your Local SEO performance:

  • Google Business Profile Insights: Views, clicks, calls, direction requests.
  • Local Rankings: Positions for relevant “keyword + city” combinations.
  • Organic Traffic: Visitors via local search queries (Google Search Console).
  • Reviews: Number, average rating, and response rate.
  • Conversions: Contact inquiries, calls, appointment bookings from local search.

Utilize A/B testing for local landing pages and use the data to continuously improve your strategy. Supplement organic Local SEO with local performance marketing (Google Local Ads) if necessary.

🚀 More local visibility for your business?

We help you be found in your region. From Google Business optimization to local content strategy—get more customers from your neighborhood.

→ Discuss your Local SEO strategy now

Frequently Asked Questions

What is the difference between SEO and Local SEO?

SEO optimizes general visibility in search engines, while Local SEO specifically targets location-based search queries. Local SEO utilizes additional factors such as Google Business Profile, local citations, and reviews.

How long does it take for Local SEO to take effect?

Initial improvements in the Google Business Profile are often visible after just 2–4 weeks. Stable local rankings usually require 3–6 months of continuous work. Building reviews and citations is an ongoing process.

Do I need Local SEO if I don’t have a physical address?

Yes! Google allows Service-Area Businesses (SABs) that work at the customer’s location. You can define your service area without showing an address publicly. Many consultants and service providers use this option successfully.

How important are Google reviews for Local SEO?

Very important! Reviews are one of the top 3 ranking factors for the Local Pack. The number of reviews, the average rating, and the recency of the reviews all influence your local ranking. Receiving new reviews regularly is more important than collecting many at once.