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What is Local SEO?

The following definition can be made for Local SEO: It describes a subfield of search engine optimization. The focus here is on local search queries. The aim of Local SEO measures is to increase the relevance for local and regional retailers and companies and thus to place them in the search results.

Why is Local SEO important?

Local search engine optimization is important to increase visibility for local search results. Users make various search queries while on the move: they look for product information, services or restaurants near their own location. Via local search, regional providers are displayed in the search results (SERPs) and linked to the searcher's location. Local search prominently displays companies that match the search query and are as close as possible to the user's location. Local search has great potential for companies, as it allows them to be prominently presented to potential new customers. One of the Local SEO benefits is undoubtedly that the effort and costs for local search engine optimization are manageable. However, the impact of better local visibility is very high for businesses.

For which target group is Local SEO relevant?

This form of search engine optimization is particularly relevant for retail stores. Local SEO is industry-independent and makes sense for both small and larger businesses. Whether it's a doctor's office in private practice or a law firm, a vacation home, hotel, restaurant or café, local search engine optimization provides a boost in regional visibility. Even companies with multiple branches should look into Local SEO to push the different locations.

How does local search work?

In local search, search queries are linked to the location of the searcher. This means that for one and the same search query from different locations, the results of the local search results can vary. A distinction is made between explicit and implicit search queries:

  • Explicit search query: online marketing agency Munich

  • Implicit search query: online marketing agency

Both queries lead to local search results, since Google assumes a local reference through the location or the logged-in Google profile. Ideally, the local search results are output as Local Pack. The data comes from the respective Google company profiles. Clicking on the respective result leads to the company profile on Google Maps with the company data and, if applicable, existing reviews and images.

Often, a hit "Find results on" appears above the Local Pack - this leads to online business directories that match the respective search query. As a regional provider, rely on Local SEO. This allows you to optimize visibility in local search and thus increase the chances of attracting new customers despite high competitive pressure.

Structure of local search results

The local search results can be separated into two components. On the one hand the hits in the SERPs and on the other hand the Local Pack. The structure of the Local Pack varies depending on the query. Regardless of whether and which Local Pack is played out as part of a search query, the structure of the search results follows a certain chronology:

  1. Paid ads (if available)

  2. Hit "Find results on" with reference to relevant business directories (implemented since 2020). Playout only if relevant entries are available

  3. Local Pack with three visible hits and the reference to the respective Google company profiles

  4. OneBox of the matching company (only played out if Google is sure to select a specific company for the user query)

  5. Organic results for the search query

Differences between mobile and desktop usage

Yes, the results in local search differ. While questions about restaurants are more likely to be asked in mobile use, search queries for classic industry, such as companies in the construction sector, pharmaceutical industry and B2B companies, tend to run via the desktop. In mobile use, the Google Maps app is also strongly pronounced. More images appear in the Local Pack and "search based on photos" is possible. Occasionally, images are displayed below the page title as well as Favicons of the page.

What local packs are there?

Depending on the search query, the display of the Local Packs differs in:

Tips for optimization based on local ranking factors

To rank in Google search results with a local business, consider the following ranking factors.

Google Business Profile

The Google Business Profile or Google Company Profile (formerly Google my Business) is a central adjusting screw for optimization with regard to Local SEO. It is a free digital business card for companies and offers the possibility to interact with prospects and customers by answering reviews or questions. The company presence can be centrally controlled and made available for Google Search and Google Maps. The Google company profile speeds up contacting: via click-to-call, prospective customers can call the company directly with their smartphone. Route descriptions are also provided from the current location. Google alone decides when and where the Google Company Profile is played out. As a rule, the company is only displayed if it is relevant to the search query, is as close as possible to the searcher's location, and is known to Google. Make full use of the possibilities of the Google Business Profile: Upload pictures, keep the opening hours, phone number and address up to date, respond to reviews and place an appealing company description. In addition, you can publish products and services, post articles and create a FAQ section.

Onpage SEO

Onpage SEO refers to the Local SEO measures on your own website. To optimize your landing page for local search, have the following parameters in mind:

  • Meta Data: The Meta Title should contain the main keyword, the city and possibly the district in addition to the company name. The Meta Description describes the business or service in more detail.

  • Headlines: The main headline on the home page should include the business name, location, and the main keyword.

  • NAP details: Your home page should also consistently display master data such as the business name, address, and phone number. It is also important to show the opening hours.

  • Keywords & Local Content: Make sure to publish high-quality content on your landing page. To do this, focus on the appropriate local SEO keywords that have a corresponding search volume. This way, you show the user and also Google that you are active locally. Do not forget the directions including a map connection. This is among the most searched keywords that should not be missing from your homepage.

  • Internal linking: If you work with several sub-pages on your website that deal with specific topics, link the pages to each other. This is how you build relevance to your topics.

  • Structured data: These help the Google bot to better understand the landing page content and use it for local search. Structured data is not visible to the user and is stored in a predefined format in the source code of the page. Required markups include company name, address, URL. In addition, other details such as company type (local company), logo, ratings, opening hours, coordinates or phone number can be stored.

NAP data

NAP data refers to the business name, address, and phone number (Name, Address, Phone). Use consistent spelling on all channels including social media channels and in all business directories. This is critical to the success of your efforts. The data must not differ from each other and must always be identical.


Make sure that your backlinks are both relevant to the topic and locally relevant to your location. In addition to local business directories, geographically appropriate web portals and local blogs are also suitable for setting a backlink to your website. Press mentions and cooperation with other local companies via a collaboration can also provide important starting points for backlinks.


Ratings, also called reviews in the Google Business Profile, have an impact on the trust of users and also on the ranking in search engines. Reviews are not only possible in the Google Business Profile, but also on review portals such as TripAdvisor, yelp or Finanztip. Reviews on external portals can also appear in your company profile. Especially positive reviews have an effect and drive the page up in the ranking. Regular reviews are a sign of consistency for both search engines and users. This also increases the relevance of the company for the respective products or services. Include the reviews on your website and define a strategy to build up reviews. For example, you can create a rating link for the Google company profile, which you can position accordingly.

Local Citations

Local Citations are entries in business directories. In addition to the NAP data, these include other relevant information about the company. By supplementing the website with entries in business directories, you generate backlinks for your homepage. Regularly check the topicality and consistency of the deposited data. Choose business directories wisely. The mix makes it. Rely on both large and well-known portals as well as industry-specific citations. Make a random check in advance to see which business directories your direct competitors are listed in. You should position yourself there accordingly. If special business directories are displayed in the SERPs above the Local Pack, place entries there as well. With local citations, pay attention to the thematic reference to your offer.

Distance between the location of the searcher and the location of the company

Für die Ausspielung in der lokalen Suche spielt die Distanz zwischen dem Suchenden und dem Standort des Unternehmens eine wichtige Rolle. Je geringer die Entfernung, umso höher die Chance einen Platz im Local Pack zu ergattern.

Mobile optimization

Many searches take place on the road. People research suitable restaurants for dinner on their way to work or find out about the opening hours and closing days of stores for their next shopping trip. This behavior has an impact on Local SEO measures. Responsive design, i.e. the display of content on the smartphone, is indispensable. The content should be quick to grasp and easy to read on mobile. In addition, it is important to optimize the loading times: If the page takes too long to load, potential customers will jump ship.

How does diva-e support Local SEO?

Diva-e is your partner when it comes to optimizing Google search results with Local SEO:

  • 360° Local SEO strategy from qualified SEO specialists.

  • Research of suitable Local SEO keywords and Onpage SEO measures from one source

  • Offpage SEO measures

  • Cooperation at eye level with one of the leading agencies for performance and content marketing

Local SEO offers many individual adjusting screws. From maintaining the Google company profile to citations or building high-quality content for the landing page. With the Local SEO tool, diva-e bundles all measures on one platform:

  • All-in-one solution, 100% automated and tailored to your individual needs.

  • Big Scale Local SEO for several hundred local sites

  • Local Rank Tracker

  • Review Management

  • Local Listing & Citation Management

  • Local Content: Have high quality content created for your website

Local SEO Checklist: How to get off to the right start

Top tips around the Google Business Profile

  1. Maintained master data with company name, address, phone number, photos

  2. Choose appropriate main category for attribution

  3. Good average ratings & continuous expansion of reviews

  4. Active maintenance of the profile: Regularly checking & updating master data, answering reviews and questions

Top tips for your own landing page

  1. Meta data make local reference to the page visible and include company name, main keyword and location

  2. Main heading (H1) correctly labeled with company name, location & main keyword.

  3. High quality local content available with appropriate Local SEO keywords including internal linking & building relevant backlinks as well as local links

  4. NAP data is included on the website

  5. Homepage contains directions as well as a map (direct integration or opening via lightbox)

  6. Keep opening hours always up to date

  7. Use structured data and highlight important information about it

  8. Optimize site for mobile use

  9. Clear directory structure: one landing page per store and optimize it for the local location

  10. Competitive analysis: what can you learn from competitors and do better?

Top tips for citations & reviews

  1. Select relevant business directories. Beside big portals also special business directories for your business

  2. NAP data is uniformly deposited and regularly checked

  3. Reviews are answered - this applies to

  4. Continuous expansion of ratings

  5. Create Apple Maps & Bing Places for Business

Die wichtigsten Fragen rund um Local SEO

Local SEO (local search engine optimization) refers to various measures aimed at increasing the visibility of regional companies in the search results for local search queries. This includes, among other things, the development and use of the Google Business Profile. Local content is also much more in focus. The factors for Onpage SEO also apply across the board to Local SEO. Basically, the Local SEO measures also pay off for the overall SEO area. If the visibility increases via Local Packs and positive evaluations show an effect, the entire landing page benefits.

SEO, especially Local SEO, is an important factor for businesses to drive up regional visibility.

Local SEO measures make sense for all local businesses. Whether you are a chain store with several locations or a single company, take the opportunity to improve your performance and visibility. If you are played out in the Local Pack in local searches, you will present yourself prominently to potential new customers.

The key ranking factors include

  • Providing information on the Google Business Profile

  • Reviews on the Google Business Profile

  • Proximity to the searcher's location

  • Consistent data on the Google Business Profile and all business directories

  • Onpage SEO measures on the landing page

  • User interaction with Google Business Profile (directions, phone calls, etc.)

  • Quality and quantity of external links

  • General user factors (duration of website visit, click-through rate, etc.)

Once the Google Business profile has been created, all relevant data is displayed on Google Maps. In addition to the company name, this includes the address, telephone number, homepage and, if available, photos and reviews.

You can see the reviews centrally in your Google company profile. Keep in mind: Every owner of a Google account can publish a review. Therefore, it is not uncommon to receive reviews that you cannot personally assign.

In order to optimize visibility in Google search, especially to increase the chances of positioning in the Local Pack, the design of the Google company profile is crucial. Without a created profile, no playout in the Local Pack.

Depending on which measures you use, Local SEO costs different amounts. From diva-e, you will receive a customized Local SEO offer that is tailored to your needs. Feel free to contact us.

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