Why focus on local SEO?
By focusing on local SEO, you can improve your visibility within your region. For example, more and more people are discovering the convenience of local search queries like “restaurant near me.” Because these are specific search queries, there’s a good chance that visitors will actually visit your business. Local visibility is partly determined by your presence on Google Maps and your ranking for local terms in search results, such as “Web agency Eindhoven” or “Web design Oss.”
What are the benefits of focusing on local SEO? Since these are often so-called long-tail keywords, competition is less intense than for broad keywords. This makes it easier to achieve a higher ranking in search results. In addition, the specific search query ensures that relevant traffic is directed to your business, increasing the likelihood of an actual conversion.
Long-tail keywords are specific, longer search terms that have less competition. Short-tail keywords are search terms with high search volume and more competition.Is local SEO relevant for your business? If you have an online store without a physical location, local visibility is less relevant for your business. The same applies if you operate internationally or have a very specific target audience; as one of the few providers, they’ll find you anyway. In such cases, there’s little to no search volume for local keywords.
Local SEO is particularly relevant for businesses with a physical location in a specific region.
Tips for Local SEO
How do you approach local SEO? Here are some practical tips:• Your website needs to have a solid foundation
No matter how much you optimize for local keywords, your website’s foundation must be solid to deliver results. Otherwise, visitors will quickly leave. Make sure key elements like page speed, mobile-friendliness, and internal linking are in order. Here you can read more about how to optimize your website for SEO.• Conduct thorough keyword research
Determine which keywords are relevant to your business. Combine relevant keywords related to your products or services with location-based keywords. There are various tools available for this, such as the free Google Keyword Planner and UberSuggest, or paid but more comprehensive tools like SERanking.• Create and optimize a Google My Business profile
Via Google My Business You manage the business information that appears in search results. Make sure your Google My Business profile is complete. This is the profile that appears on Google Maps when you search for the brand name or related products or services. Ensure that your core business is clearly reflected in the business name (see the example). Fill in as much information as possible, such as opening hours, and actively collect high-quality reviews from satisfied customers.
• Create local landing pages
Create dedicated landing pages and optimize them for the relevant local keywords for your business. Make sure these pages include all the important information, such as business hours, parking options, or special events. Incorporate information about the city or region into the text to make it feel even more local. Here, you'll discover what makes a good landing page.
An example of a local landing page, from the child care service Welkom Kind.
