If you run a local business — any local business — local SEO is the single highest-return marketing investment you can make.
Why? Because people looking for products and services search locally. They type "best coffee shop near me" or "accountant in Amsterdam" — and the businesses that show up on page 1 get the customers. Everyone else gets the scraps.
What is local SEO?
Local SEO is the process of optimising your online presence to rank higher in location-based search results. This includes: (For more on this, check out our guide on local SEO for small businesses.)
- Google Search — when someone searches for your type of business in your area
- Google Maps — the map pack that appears above organic results
- Voice search — "Hey Google, find me a dentist near me"
The goal is to appear when your ideal customer is searching — before they find your competitor.
Useful resource: Google Business Profile Help Center
Useful resource: Moz Local SEO Guide
The 4 pillars of local SEO
1. Google Business Profile
Your Google Business Profile (GBP) is the most important local SEO asset you have. It powers the map pack and the knowledge panel that appears when someone searches your name. We cover this in more detail in our post about our Google Business Profile guide.
To optimise it:
- Complete every section (description, categories, attributes, hours)
- Add high-quality photos — exterior, interior, team, products
- Respond to all reviews, positive and negative
- Post regular updates (promotions, events, news)
- Add your service list or menu if applicable
2. On-page SEO
Your website needs to tell Google — clearly and specifically — what you offer and where you are.
Key on-page elements:
- Title tags — include your location and business type (e.g., "Web Design Studio Amsterdam | Twin Fin Studio")
- Meta descriptions — write compelling summaries that include location keywords
- Headers (H1, H2) — use natural language that mirrors how customers search
- LocalBusiness schema — structured data that helps Google understand your business details
3. Citations and NAP consistency
A citation is any mention of your business name, address, and phone number (NAP) online. Consistency matters — if your address appears differently across Google, your website, and local directories, it confuses Google and reduces your ranking.
Check and clean up your listings on:
- Google Business Profile
- Your website (footer, contact page)
- Industry-specific directories
- Yelp and other review platforms
- Local business associations and chambers of commerce
4. Reviews
Reviews are a direct ranking signal for local SEO. More reviews, and higher average ratings, mean higher rankings.
Strategy for getting more reviews:
- Ask after a positive interaction or completed service
- Send a follow-up email with a direct link to your Google review page
- Include a QR code at your location or on receipts
- Make it easy — the fewer clicks, the more reviews
Common local SEO mistakes
Ignoring Google Business Profile — This is the lowest-hanging fruit. An incomplete or unclaimed profile is leaving money on the table.
Not having location-specific pages — If you serve multiple areas, each needs its own optimised page with unique content.
Using the same photo everywhere — Google rewards fresh, high-quality media. Update your photos regularly.
Not responding to negative reviews — How you respond matters more than the review itself. Stay calm, be professional, and offer a resolution.
The bottom line
Local SEO isn't a one-time project — it's an ongoing practice. But the good news is that most of your competitors aren't doing it well. Which means a modest investment in local SEO can produce disproportionate results.
Start with your Google Business Profile. Clean up your NAP citations. Add LocalBusiness schema to your website. Ask for reviews consistently.
Or, if you'd rather have someone else look at it, talk to us.
Twin Fin Studio does AI automations, SEO & web design. We're a partner to hospitality and local businesses in Lombok, Bali and Belgium.
🗺️ Try our free Local SEO Readiness Check — 15 items to see if local customers can find you.
Keep Reading
- Local SEO for Small Business: How to Dominate Your Area on Google
- Google Business Profile: The Complete Optimization Guide for 2026
- How to Show Up in 'Near Me' Searches on Google
- [How to Rank Higher on Google Maps: A Step-by-Step Guide](/en/blog/how-to-rank-higher-o