Local SEO (local search engine optimization) is a specialized form of search engine optimization that aims to increase a company's visibility in local search results. The main goal is to reach users in a specific geographic catchment area who are actively searching for products or services in their area. It helps to lead potential customers to the physical location of a business or to make direct contact, for example via phone calls or website visits.
Functionality and central ranking factors
Local SEO works by matching the user's geographical location with relevant and trusted local businesses on search engines such as Google. The results are often displayed in a prominent „local pack“ (also known as a „3-pack“) on the search results page, which includes a map and selected business listings. According to studies, 46 % of all Google searches have a local intent. The majority of these local searches result in a visit to the business within 24 hours.
The effectiveness of local SEO in 2025 depends on several decisive ranking factors:
- Google Business Profile (GBP) optimization: The Google Business Profile (formerly Google My Business) is the foundation of every local SEO strategy. It acts as a digital business card and is crucial for visibility in Google Maps and local search results. Complete and correct maintenance of company data (name, address, telephone number - NAP), opening hours, services and high-resolution photos is essential. Regular posts and prompt responses to customer reviews and questions contribute significantly to relevance and credibility. According to some analyses, GBP accounts for up to 36 % of the local SEO ranking factors.
- Consistent NAP data (name, address, telephone number): Complete and accurate company data across all online channels (e.g. on the website, in online directories, social media) is of the utmost importance. Even small inconsistencies can confuse search engines and negatively impact rankings. It is recommended to also place the NAP data in the footer of the website.
- Online ratings and reviews: The quantity, quality and timeliness of customer reviews on platforms such as Google, Yelp or Tripadvisor are key trust signals for users and search engines. Proactively managing and professionally responding to all reviews, both positive and critical, within 24 hours strengthens customer loyalty and improves rankings.
- Local citations and directory entries: Mentions of the company (NAP data) in relevant local online directories and business directories continue to be an important factor. The consistency of these entries is crucial in order to increase credibility.
- Local keyword optimization and content: The integration of location-based keywords on the website, in blog articles and in the Google Business Profile helps search engines to recognize the geographical relevance of the offer. Content with a local connection that addresses the specific needs of the target group in the region is an advantage.
- Mobile optimization and user experience (UX): As the majority of local search queries are made via mobile devices, a website optimized for smartphones with fast loading times and intuitive navigation is essential. Google uses mobile-first indexing, which means that the mobile version of a website is primarily used for the ranking.
- Local link building: Backlinks from other local companies, partners, suppliers or regional news portals signal the local relevance and authority of a website to search engines. High-quality links from trustworthy sources are particularly valuable here.
The relevance of local SEO for business success
Local SEO is indispensable for companies that operate locally, such as retailers, craft businesses or service providers with physical locations. It enables them to position themselves against larger market players and target customers in their immediate vicinity. An optimized local online presence not only increases visibility in search engines, but also leads to a direct increase in customer inquiries, in-store business and online bookings. Continuous adaptation to algorithm changes and evolving user habits ensures sustainable success in digital discoverability.
