In the digital age, appearing at the top of Google's search results can mean the difference between attracting new customers or being forgotten. But when it comes to businesses that rely on in-person traffic—such as restaurants, hair salons, clinics, or brick-and-mortar stores—local SEO is what really matters.
What is Local SEO?
The Local SEO is a branch of SEO focused on increasing the visibility of a business in geolocated search results. That is, when someone searches for "coffee shop near me" or "lawyer in Madrid", Google prioritises showing businesses close to the user.
Local SEO is a branch of web positioning focused on increasing a business's visibility in geolocated search results. That is, when someone searches for "coffee shop near me" or "lawyer in Madrid," Google prioritizes showing businesses close to the user. This type of positioning is essential for companies that offer products or services in a specific physical location. According to Google, 76% of people who perform a local search on mobile visit a business within the next 24 hours, and 28% of those searches result in a purchase. Not bad, huh?
How does local SEO work?
Unlike traditional SEO, which competes on a global or national level, local SEO takes into account factors such as:
- The proximity of the business to the user.
- The relevance of the business to the search.
- Prominence, i.e., the business's online reputation (reviews, mentions, links, etc.)
To take advantage of it, it is essential to work on several fronts:
Optimize your Google Business Profile (formerly Google My Business)
This is the first step, and one of the most important. Your Google profile is the first thing users will see when they perform a local search. Make sure it's fully up-to-date:
- Consistent business name, address, and phone number (NAP).
- Clearly defined business category.
- Opening hours.
- High-quality photos.
- Actively responded to and managed reviews.
A good profile can significantly improve your visibility in the Local Pack (the three prominent listings on the Google Map).
2. Use local keywords
Include terms that include your city, neighborhood, or area of influence on your website. For example: "dental clinic in Salamanca" or "vintage clothing store in the Gràcia neighborhood."
These terms should appear in:
- Titles and descriptions.
- Headings (H1, H2, etc.).
- Text content.
- URLs and metadata.
3. Create relevant local content
Your website's blog can be a powerful tool for local SEO. Publish content that discusses local events, news about your industry in your city, collaborations with other businesses in the area, etc. The more you demonstrate your connection to your community, the more authority you'll gain.
4. Get positive reviews
Customer reviews influence purchasing decisions and rankings. Encourage your satisfied customers to leave a review on Google. Always respond to both positive and negative comments. This shows that you care about the customer experience.
5. Make sure you're listed on local directories and platforms
List your business on directories like Yellow Pages, Yelp, TripAdvisor (if applicable), and other relevant sites. Always keep your contact information and business name consistent. This consistency helps Google trust your information more.
6. Pay attention to your website's speed and mobile version
Most local searches are done on mobile devices. If your website takes a long time to load or isn't well-adapted, you'll lose visitors. Additionally, Google prioritizes pages with good technical performance.
Automate your local strategy with AI tools
Managing all these actions can be complex, especially if you have multiple locations or limited time. This is where tools like wiReply make a difference. wiReply uses artificial intelligence to help you manage and respond to reviews automatically, keep your online presence optimized, and improve your local reputation without constant manual effort.RetryClaude can make mistakes. Please double-check responses.
Thanks to AI, you can maintain streamlined and professional communication with your customers, even outside of business hours, and ensure your business stands out in the most relevant local searches.
Is local SEO really useful?
Absolutely yes. It's no longer just about being on Google, but about being in the right place at the right time. If you're an SME, a freelancer, or a brick-and-mortar business, local SEO is probably the most cost-effective way to gain new customers.
Businesses that invest in local SEO often see a direct increase in traffic to their establishments, improvements in their digital reputation, and steady revenue growth.
Conclusion: Reach more customers with a smart local strategy
Local SEO isn't a fad: it's a necessity. In a world where purchasing decisions begin with a search, appearing in the first results on Google Maps or in the Local Pack can change the course of your business. If you want your business to stand out in your city and attract customers who are looking for what you offer, start applying these tips. And if you want to speed up the process, try WiReply for free, the AI-based tool that helps you improve your online presence, manage your reputation, and gain local visibility automatically.