Local SEO: The Ultimate Guide To Local Search On Google (2021)

In this post we explain local SEO (dt. Local search engine optimization) and how it helps more customers find your location.

What Is Local SEO?

Local SEO is the term used to describe the optimization of your own Internet presence based on the  local  search results from Google.

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

After all, you want people to come to you – but for this they also have to find you and know that you exist.

The Local Snack Pack from Google should be your goal. If you take all measures into account and respond to all factors, you will make it into the snack pack.

Like normal search engine optimization, local search engine optimization is divided into two areas.

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

There are now so-called local guides that use a points system to help Google collect more data for local businesses. They act as “testers” who pay attention to certain criteria at local locations and evaluate them. For this they get points in the Local Guide System.

The Evolution Of Local Search

You can easily answer the question: Every company that serves, receives  or  looks after customers at the company location should deal with local SEO.

Now you are probably asking yourself – is it also worth it?

Today 46% of all search queries relate  to local search results .

Do I Need Local SEO?

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

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

By now you should realize that  local SEO is becoming more and more important  .

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

So it can be said very clearly:  For all those who want people to come to them , the placement in the local search results of Google should be an issue.

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

Successfully Operate Local SEO

As with normal search engine optimization, the optimization measures can be divided into two areas. The optimization of the website (OnPage) should be tackled first in order to create a good basis.

On page seo
On page seo

Onpage Optimization

With the OnPage optimization one can orientate oneself on the factors of the normal search engine optimization. These are of course also important for local SEO. Nevertheless, there are a few differences that I’ll explain to you in a moment.

Offpage 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 measures build on your OnPage optimization and represent your company on other pages.

Possible actions:

  • loading time
  • HTTPS encryption
  • Internal links
  • Mobile optimization
  • Texts & content
  • Images and alt tags
  • Metadata

Possible actions:

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

In order to have a positive influence on your ranking, you should treat  all measures  equally. Only the combination of the measures brings visible success. According to Google, over 200 factors play a role in the ranking.

Let’s start with the measures 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,  address including city, zip code and telephone number must not be missing. Fill in as much information about your company as possible. Photos are also important!

To  verify,  you have 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!

Tip : Always follow the  Google My Business quality guidelines .

Keywords In The Content And In The Metadata

This shows a difference to normal SEO. The metadata such as headings 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.

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

If you associate the keywords with  relevant content  on your website, the probability is very high that you will be found.

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  added value and at the same time you are ranking for more terms.

This processing of the keywords will help you to be found on Google for exactly these terms.

Keywords In The Content And In The Metadata

This means directories such as, for example,, yellow pages, etc. Sign up in many business directories. In addition to the trust of the users, it also promotes your ranking.


Always pay attention to the  NAP formula .

This means that you should always provide this information immediately. So Google can assign you a higher relevance.

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

Rating portals
Rating portals

Registration In Rating Portals

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

In this context, all ratings and reviews are generally important  .  Whether from Google, Facebook or review portals like Yelp. They all boost your ranking in local search results.

Create A Facebook Page

Represent your company on Facebook and set up a company page. Lots of people are also looking for local businesses on Facebook.

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

Would you also like to learn more about OnPage optimization?

the ultimate on-page guide

Tipps & Tricks
Tipps & Tricks

Tips & Tricks

  • Technical optimization measures such as  shortening loading times  and  https encryption  are the foundation for good usability.
  • A simple page structure and internal links also ensure that the user can find his way around easily.
  • Most search queries now come from  mobile devices . Therefore it is important to optimize your website for these devices. Otherwise it can happen that the users leave your site again immediately.
  • Find  industry-specific blogs  and newspapers and write an engaging blog article on a topic that interests your target audience.
  • Try to get a mention on locally based websites such as libraries, universities, etc., if it fits thematically. These pages usually have a very high traffic and such a backlink can be very valuable.
  • Get satisfied customers to rate you on Google, Facebook and Co. and write reviews. Maybe offer them a bonus for the time they spend.

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