How to optimize the Local SEO of your website

Did you know that local searches are becoming more and more relevant in the Google search engine? All the more reason why improve the local SEO of your business on the internet, right?

The evolution is unstoppable, not only small businesses but also brands with different locations are clearly betting on positioning strategies based on the local searches that customers make.

The fact that 46% of all searches made on Google are local.

The potential is enormous and now, more than ever, we have tools that greatly facilitate all that work to obtain a better positioning in Local SEO.

What is Local SEO?

Local SEO or local positioning includes all those actions that we carry out to position the activity of a business on the internet for a specific physical location or geographical area.

Of course, we can carry out these actions by focusing on positioning for Google (use in Spain over 90% of all search engines) but also for other less used search engines such as Bing.

Ultimately, it is about optimizing the internet presence of our business so that it is displayed for certain search intentions that a user makes.

And yes, the key is in satisfy search intentions, in this case local.

Is Google My Business the only tool that we must optimize to do Local SEO?

Google My Business is the most important tool that you can use, due to the great advantages in terms of visibility and positioning that it offers businesses to connect with customers.

In this post we tell you the keys to squeeze the full potential of Google My Business in your business

Even so, and despite the importance of having an optimized file, it is not the only thing on which you should concentrate all your efforts.

There are a whole series of actions that are also necessary and that in some cases will help you to position yourself in GMB as well.

You must understand the Local SEO as a set of actions that add up and complement each other to achieve a better positioning.

In contrast, actions carried out separately will not obtain a better result.

Actions that we recommend so that you can improve the Local SEO of your business

Below we are going to detail some of the actions (apart from the use of the GMB file) that are key to improving the local positioning of your business.

Registration and information of local data in social profiles

There are social networks that are great for obtaining a certain presence on the web based on locations.

The main ones that we recommend to have a presence are:

Facebook Local:

Facebook local

70 million businesses are already registered in it thanks to the important database that is Facebook.

In this app the client can find all those events and businesses that are close to your locationIt also has reviews and recommendations from close contacts.


Search engine yelp

Another fantastic app that allows you to connect local and proximity businesses with customers.

Is clearly focused on types of business that offer services and products in a physical location.

For example, restaurants, bakeries, hairdressers …

And of course, in addition to being able to manage a company page and the reviews of your clients, another of the great advantages for businesses is that its cost is zero.



It is the most specialized app of all, in this case in the tourism and hospitality sector, but also one of the veterans, most used and that has the most power in the customer’s purchase decision.

Your reviews and recommendations are the key on this social network.

To be able to have a profile with information about your business and manage reviews That customers do in addition to other functions is free, although if you want to promote your business or have access to more interesting options it has a cost.

These are the main apps that we recommend, however, in your geographical area you may have access to other apps or directories that are also very interesting based on private initiatives (for example merchant associations) or public initiatives (for example city councils, communities or other organizations. public)

The important thing is that you do not miss out on these opportunities and that your business has a presence in them.

Do a Keyword Research that includes keywords that refer to the location of your business

When we talk about Keyword Research What are we referring to?

Basically to define a series of general and more important keywords for which we try to position our business.

This is a necessary and common practice in any SEO strategy, in the same way that it is when we draw up a Local SEO strategy.

The difference is that our keywords are linked to a location.

Let’s suppose that your business is a flower shop in Madrid. In that case you need to position it for search intentions such as:

  • Where can I buy flowers near me?
  • Where to buy margaritas?

For this type of search intentions it will not be worth just trying to position by general keywords such as “florist”, “buy daisies” but you will have to try to position yourself by keywords such as “florist in Madrid”, “buy daisies in Madrid” .

That way you are responding more directly to a local search intent.

The procedure to carry out a Keyword Research is practically the same, being able to use even the same tools to find those local keywords:

  • Google Ads keyword planner
  • Google Trends
  • Google suggest (autocompletado)
  • Related Searches
  • Keyword surfer
  • Ubbersuggest
  • Semrush
  • Ahrefs

Register your business in Bing Places and Apple Maps

There is a saying that goes to say that “do not put all your eggs in the same basket”, we can certainly refer to it in all the recommendations that we are giving you in this post to prevent you from don’t trust all your efforts to Google My Business.

It is not recommended that all the positioning of your business depends solely and exclusively on Google.

That is why there are other tools that are beginning to gain relevance and that are interesting for you to take into account for your business.

Bing Places:

Bing places

It is a tool very similar to GMB in what it offers us in terms of functionalities for our business (visibility of the file in maps and bing search engine, management of the file, etc.)

To register is that simple:

  1. Register your business. Check that it is not already listed, if it is you can claim it, and if it is not, create from scratch, also several locations at once.
  2. Complete your profile. Add information about your business, photos, hours, services and products in addition to any valuable information for your customers. If you already have a Google My business file, you can import all your data automatically, at the click of a button!
  3. Verify your business. You can do it by phone, email or physical address, in this way they will not be able to remove your business file.

This is how a restaurant listing appears on Bing maps.

Bing maps

Apple Maps:

The iPhone in Spain already has a market share of 20% of the total of smartphones sold, and it seems that the trend is on the rise.

apple maps

It is quite reasonable to think that a large percentage of those users will also use the Apple maps.

You may be thinking that even iOS users prefer Google Maps, and you may not be missing reason, even so there are users who do use them, only for this reason you have a powerful reason to register your business file.

Define the structured data schema in the pages of your website

Structured data are those great unknown to many people when it comes to integrating them into a web.

They are nothing more than the way in which Google facilitates us to indicate what type of information or content we are publishing on our website in order to display that information in a tailored way in search results.

In this case, we are interested in all those structured data that are related to the local results.

To implement the markup you can use Google’s structured data markup wizard and select the “local businesses” option.

Structured Data Markup Wizard

Then enter a URL for which you want to start tagging and complete all the information that the wizard asks for.

Once completed, you will be able to check that code that is provided to you in the test tool that Google provides us.

If everything is correct you can now add the code to the “head” of the URL of your website.

Optimize the NAP of your business

The NAP is a reference to the English words of name, address and telephone.

A NAP is one of the most important Local SEO ranking factors.

If the NAP is displayed consistently and repeatedly on different websites, social networks, apps and tools, it provides a greater number of signals than reaffirm local positioning of a business.

In contrast, those NAPs that lack consistency, are incomplete or have data that do not match do not help with the local positioning of a business.

Thus, it is convenient to differentiate the two ways in which we can find a NAP:

  • Structured: all the data appears structured in the same location, for example in a company directory.
  • Unstructured: the data are separated. For example, on the website of a company in which the name of the company appears in the header and the physical address in the footer.

Our advice is that you do an exhaustive analysis of how your NAP is displayed on the web, not only of those websites, social networks or your own apps but also of third parties to verify that all the data is correct and otherwise correct any errors consistency.

But do not stay only with those you already have, also take the opportunity to increase the number of NAPS that refer to your business.

Adapt the structure of your pages on your business website

It is not the same to have the website of a business that sells online to everyone than a small local business that has a store that physically sells products or services, right?

Obviously, as we have already seen throughout this post, it is necessary to optimize our website for certain local keywords and that is something that also affects the structure of our website in the same way.

But first of all, we must differentiate between two types of businesses:

  • Single location businesses
  • Multi-location businesses

For single location businesses we can optimize the home page for local keywords, as well as those of services, products and contact, even in the latter we can use our local keyword.

These are some examples for a lawyer’s website:


As you can see in the URLs, local keywords are used and optionally you can choose a domain that also includes the location of the business.

It may interest you: SEO trends 2021: key aspects that you should take into account

For the local businesses with multiple locations instead it is a little different.

On the home page we try to position by general keywords and instead, depending on the home page, it is created one page for each location.

The pages of each location do try to use local keywords related to that location and at the same time, other services and products linked to that location depend on this page.

This is the structure that we propose:

  • lawyer / lawyer-madrid
  • lawyer / lawyer-madrid / labor-law-madrid
  • lawyer / lawyer-valencia
  • lawyer / lawyer-valencia / labor-law-valencia


Throughout this post we have reviewed the main actions that will help your business to be more visible to more customers and therefore also obtain more sales.

All are actions that do not require an economic amount, they are not complicated to implement, but rather require a certain dedication of time for the implementation of all of them.

For all this, we recommend that you do not leave it any longer and start improving the Local SEO of your business.