Are you an SME entrepreneur with a physical location or a regional target market? Then local SEO indispensable. More and more people are searching their immediate surroundings for a product or service: from "marketing agency in Eindhoven" to "lawyer Den Bosch".
In this article, we explain what local SEO is, why it is so important especially for SMEs and how to become more findable locally step by step.
What is local SEO?
Local SEO is optimising your website and online presence to be found by people searching in your area. So it's not just about ranking high in Google, but specifically about being visible in your local area.
Consider the difference between "marketing agency" and "marketing agency Eindhoven". In the first case, the search is general. In the second case, someone searches very specifically nearby - and these are often the customers who convert faster.
Sample Google business profile Alona Marketing
Why is local SEO important for SMEs?
- Less competition: locally, there are fewer players, allowing you to score faster.
- Lower costs: SEO efforts for a region are often more cost-effective than national advertising.
- Higher conversion: those who search locally are often ready to become customers immediately.
- Mobile growth: more and more people are searching via their smartphones, with location automatically included.
💡 Did you know that almost half of all searches are locally oriented?
SEO as a branding channel
Local SEO is not just about leads and customers. It also contributes to your brand awareness and reliability. Every time your business is visible in local search results or in Google Maps, people see your brand. Even without a click, you are working on recognition and authority in your region.
Roadmap for local findability
- Optimise your Google Company Profile
Your Google Company Profile (formerly Google My Business) is the basis for local SEO. Make sure your profile is complete: opening hours, address, contact details, categories, services, photos and regular updates.
- Keep NAP data consistent
NAP stands for Name, Address, Phone. Make sure this data is identical everywhere: on your website, socials and online business directories. Inconsistencies create confusion for Google and customers.
- Use local keywords
Choose keywords with your place name or region, such as "plumber Utrecht". Combine this with long-tail keywords that match your offering ("Roof leak repair Nijmegen").
- Create local landing pages
Do you have several branches? Then create a separate landing page for each location with address, opening hours, route map and relevant content. For a sole proprietorship, the homepage is often the best place to optimise for your local keyword.
- Collect reviews
Google reviews have a direct impact on your position in local search results. Actively ask for reviews, always respond - even to negative ones - and post them on your website for extra trust.
- Build local links and listings
- Local links: Ask partners, suppliers or associations to link to your site.
- Entries: put your business in online directories such as Telefoonboek.nl or Yelp.
- Write local content
Show in your blogs or news articles that you are active in your region. Examples: an estate agent writing about the housing market in Breda or a restaurant highlighting local events.
- Optimise for mobile and voice search
Many local searches come via mobile or voice. Therefore, also target your content to queries in spoken language, such as "Where can I find a physiotherapist in Tilburg?".
- Use schema markup
With a LocalBusiness schedule Tell Google explicitly where your business is located. This increases your chances of visibility in local search results.
Common mistakes in local SEO
- Failing or incomplete completion of your Google Company Profile.
- Using different NAP data.
- Landing pages crammed with place names with no valuable content.
- Ignoring or not replying to reviews.
- Not being active enough with new content or updates.
Frequently asked questions about local SEO
How do I get higher in Google Maps?
By fully optimising your Google Company Profile, posting regular updates and collecting reviews.
What does local SEO cost?
It depends on your goals and competition. Often, basic optimisation is already possible with a relatively small budget.
How soon will I see results?
Usually within 3 to 6 months. Local SEO often has a faster effect than national SEO.
Do I need local SEO if I have multiple sites?
Yes. Create a separate landing page for each branch and optimise each Google Company profile.
Which is more important: website or Google Company Profile?
Both. Your website is the basis for information, but your Company Profile determines whether you are visible in Google Maps and the local pack.
Conclusion
Local SEO is the way for SMEs to be visible in their own region. By working smartly with Google Company Profile, local keywords, landing pages, reviews and scheme markup, you not only increase your online findability but also your brand awareness.
👉 Want to attract more local customers with SEO? Contact us or view our SEO page to gain more knowledge. we are happy to help you with a strategy that works for your SME.
