Local SEO: The Ultimate Guide to Google Local Search (2021)

In this post, we’ll explain Local SEO and how it can help more customers find your location.

What is Local SEO?

Local SEO is the term used to describe the optimisation of one’s internet presence, which relates to Google’s local search results.

For every company that offers goods or services at the company location, it is nowadays important to be found in the local search results of Google.

After all, you want people to come to you – but in order to do that, they need to find you and know that you exist.

Google’s Local Snack Pack should thus be your goal. If you take all the measures into account and address all the factors, you’ll make it into the Snack Pack.

This is what the coveted snack pack looks like:

Local search engine optimization, like normal search engine optimization, is divided into two areas.

1. Optimizations that are made on the website(OnPage)
2. Optimizations that relate more to the environment in the network and are conducive to Local SEO(OffPage)

Meanwhile, there are so-called Local Guides, which help Google collect more data for local businesses with a points system. They act as “testers” who look out for and evaluate certain criteria at local sites. For this they get points in the Local Guide System.

The evolution of local search

You can easily answer this question: Every company that serves, receives or supports customers at the company location should deal with Local SEO.

Now you’re probably asking yourself – is it worth it?

Today, 46% of all searches are related to local search results.

Do I need Local SEO?

Since 2007, Google has gradually integrated local search. The point behind local search is to provide the searcher with results for a specific region. 10 years ago, local search was not as relevant as it is today. With the Snack Pack and the amount of information Google offers for local search queries, relevance has increased extremely.

What is even more interesting, however, is that of the 88%, over 50% actually visit the company they are looking for.

At the latest now it should be clear to you that local SEO becomes more and more important.

This could be a bar, a chip shop, a hairdresser or a lawyer.

So, it can be said quite clearly that for anyone who wants people to come to them, ranking in Google’s local search genres should be an issue.

And that’s exactly what you can achieve with Local SEO!

Successful Local SEO

The optimization measures can be divided into two areas, as in normal search engine optimization. The optimization of the website (OnPage) you should tackle first to create a good foundation.

OnPage Optimization

OnPage optimization can be based on the factors of normal search engine optimization. These are of course also important for Local SEO. Nevertheless, there are a few differences, which I will explain to you in a moment.

off-page optimization

For optimization outside of the company website, there are still a few things you can do to get into the coveted Snack Pack. These actions build on your OnPage optimization and represent your business on other sites.

Possible measures:

• Loading times
• HTTPS encryption
• Internal links
• Mobile Optimization
• Texts & Contents
• Images and Alt-Tags
• Metadata

Possible measures:

• Google My Business entry
• Entries in business directories
• Registration in rating portals
• Mentions on local, relevant sites
• Check existing entries for NAP
• Collecting ratings
• Create a Facebook page

To positively impact your ranking, you should treat all measures equally. Only the combination of measures brings visible success. According to Google, over 200 factors play a role in the ranking.

Let’s start with the actions that you can also work through in the order listed.

Creating and maintaining the Google My Business profile

Of course, entries such as the correct company name, the address incl. the company name may not be made. City, postal code and telephone number are not missing. Enter as much information about your company as possible. Photos are important too!

To verify, you’ll need to enter a code that Google will send you in the mail. Only then will your entry be visible and you will be verified as the owner.

It is important that you always update your profile!

You want to create your My Business entry directly? Here we show you step by step:

Tip: Always follow the Google My Business quality guidelines.

You can read about it here:

https://support.google.com/business/answer/3038177?hl=de

Keywords in content and metadata

Here a difference to the normal SEO shows up. The metadata like headlines etc. but also the content of the page should have a local reference.

First, you need to determine what exactly your target audience is looking for. This can be found out with tools like the KwFinder to find out.

Here you can see what exactly is being searched for and to what extent. It’s best to make a list of keywords that are relevant to you and your industry.

After that, you need to align content, HTML documents and metadata to those keywords. Important services or features should be processed directly on the home page.

If you link the keywords to relevant content on your website, there is a very high chance that you will be found in the process.

If you, for example. If you have a restaurant and write a report about the good potato harvest from the farmer around the corner, from whom you get your potatoes, you have offered the user an added value and rank for more terms at the same time.

This keyword processing helps you get found on Google for those exact terms.

Keywords in content and metadata

This refers to directories such as telefonbuch.de, Gelbeseiten, etc. List yourself in many business directories. It boosts your ranking in addition to user trust.

Always keep in mind the NAP formula.

This means that you should always provide this information right away. This way Google can assign you a higher relevance.

So always use your exact company name and always write the address and phone number in the same form.

Standards for telephone numbers are: (001) 234 5678 or 001 234 5678 as well as +49 01 234 5678

Registration in rating portals

Sign up for review portals such as Yelp.com. There your business can be rated and reviews can be written.

Important in this context are generally all ratings and reviews. Whether from Google, Facebook or rating portals like Yelp. They all boost your ranking in local search results. You can find the 10 most important rating portals at: https://kundentests.com/bewertungsportale/.

Create a Facebook page

Also represent your business on Facebook and create a company page. Many people also search for local businesses on Facebook.

It is important that you provide all the important information about your company there as well. This includes, for example also an imprint.

You also want to learn more about OnPage optimization?

to the ultimate OnPage Guide

Checkliste: So konzentrierst du dich aufs Wesentliche!

Mit der folgenden Checkliste tust du dich beim Thema “Local SEO” leichter und fokussierst dich auf die Punkte, die wirklich wichtig sind. Wir fassen ingesamt zehn Tipps kurz und knackig für dich zusammen:

1. Bestimme die Absicht deiner Zielgruppe: Bevor du mit der Suchmaschinenoptimierung loslegen kannst, solltest du dich fragen, aus welchem Grund User eine Suchanfrage bei Google eingeben und wieso genau du die richtige Lösung für das “Problem” bietest. Du hast etwa ein Restaurant, deine potenziellen Kunden suchen eines – das Ziel ist, diese Komponenten zusammenzubringen.
2. Technische Problemlösung: Sorge dafür, dass auf deiner Seite keine funktionsunfähigen Links und doppelten Inhalte zu finden sind. Optimiere außerdem die Geschwindigkeit deiner Webseite.
3. Meta-Daten: Die Struktur deiner Inhalte spielt eine immens wichtige Rolle. Sorge für aussagekräftige Meta-Daten, insbesondere Titel und Beschreibung. Auch deine Beiträge selbst sollten klar strukturiert sein, denn Google mag keine “Textwüsten”.
4. Profil bei Google My Business: Fokussiere dich auf dein Google My Business Profil. Wie du hier richtig vorgehst, haben wir bereits in einem anderen Artikel zusammengefasst. Wirf gerne einen Blick auf unseren Google My Business Ratgeber.
5. Vergleich mit Wettbewerbern: Gib einfach mal deine Dienstleistung und den Ortsnamen bei Google ein. Schau, welche Unternehmen (Wettbewerber) auftauchen und versuche, deine Seite besser zu optimieren. Oft ranken Seiten von Mitbewerbern nur besser, weil sie ihren Auftritt minimal optimiert haben – hier kannst du also bereits mit kleinen Schritten viel bewirken.
6. Datenaktualität: Sorge dafür, dass deine Unternehmensdaten immer aktuell sind. Das gilt vor allem für die “Kerndaten” wie Standort, Öffnungszeiten und Kontaktinformationen.
7. Interne Verlinkung: Baue interne Verlinkungen mit Ortsbezug auf deiner Seite ein. Beziehst du etwa Zutaten von einem regionalen Anbieter, verlinke ihn als Partner. Befindet sich dein Unternehmen in der Nähe bekannter Sehenswürdigkeiten, baue diese in Form von Links in den Text ein. Dadurch wird er authentischer, was Google mit einer höheren Relevanz in der Suche belohnt.
8. Bewertungen: Renzensionen deiner Kunden haben einen hohen Stellenwert. Pflege sie, geh auf Feedback ein und nimm Stellung zu negativen Kommentaren. Je besser deine Unternehmensbewertungen, desto höher wird Google dein Unternehmen in der Suche einstufen.
9. Bilder und Videos: Sie sind – wie Keywords – Kernelemente einer guten Website und gehören einfach dazu. Wähle Bilder, die zu deinem Unternehmen passen, etwa von Speisen, Getränken oder deinem Laden selbst.
10. Nutze Werbeanzeigen: Besonders in der Anfangsphase ist es schwer, ein gutes Ranking zu erhalten – etwa, weil noch keinerlei Bewertungen vorhanden sind. Mit bezahlten Anzeigen erhöhst du deine Präsenz. Bist du und dein Unternehmen erstmal bekannt, kannst du dir dieses Geld wieder sparen und auf den Google-Algorithmus sowie auf Mundpropaganda setzen.

tips & tricks

• Technical optimization measures such as shortening loading times and https encryption are the cornerstone of good usability.
• A simple page structure and internal links also ensure that the user can easily find his way around.
• Most search queries now come from mobile devices. Therefore, it is important to optimize your website for these devices. Otherwise, users may leave your site immediately.

• Find industry specific blogs and newspapers and write an engaging blog article on a topic that interests your target audience.
• Also try to get a mention on local websites like libraries, universities or similar, if it fits thematically. These sites usually have a very high traffic and such a backlink can be very valuable.
• Get satisfied customers to rate you and write reviews on Google, Facebook and the like. Maybe offer them a bonus for their time.

You have no time or you lack the necessary experience to implement the multitude of optimization measures? – We’ll help you!

Contact us!