What is Local SEO and why do you need Google Business Profile?

Local SEO refers to the optimization of a website (through processes to comply with the guidelines of servers such as Google) so that they appear in the results of local searches on Google.

Local search is considered to:

  1. A search that a user undertakes using local word:


Hairdressers in Denver, CO

  1. A search that a user performs and that Google considers local by default:


The user is in Denver and searches for:

Hairdressers near me or the term hairdressers.

If you are the owner of that hairdressing salon in Denver, you would be interested in appearing in Google right?

Well, this is what local SEO does, helping potential customers find shops, local businesses or offices on the map in their area. Thanks to the optimization of your website and Google My Business.

Local SEO ranking factors

There are three main groups that you should pay attention to make your company stand out.

SEO On Page

The work you can do within your website to give importance to your location and local business.

SEO Off Page

Get recommendations and citations that point to your website from important local sites in your area. For example, getting directories to point to your website.

Google My Business

Google makes a tool available to local businesses that is very useful to get you to appear on the first page of google in local results .

SEO Local On page

There are several tasks that you can do within your website so that it is ready to rank high in local results. Here you have a checklist of factors to consider and of course how to implement them.

💡 Local keywords

Doing proper Keyword research is the basis of any effective web design and the same is true at the local level.

The difference is that you have to rely on keywords with potentially less search volume but more geared  towards geographic searches.

If you are a hairdresser in a specific neighborhood of Denver, what interests you is that the people who are in your area are there to find you rather than people that live in St. Louis for example. Right?

💡 NAP [Name, address and Phone]

This point is vital for businesses that want to rank in organic local Google searches. The name, address and telephone number must appear on the web and ideally with the data that appears on Google My Business.


Because Google takes that data into account when deciding which companies to display in geographic searches.

In the end it’s common sense, If you have a local store, you have to say where it is and provide the correct information so that people can find you. 

So, use it on your website.

💡 Microdata – Data marketing

Microdata are rich texts that help Google find information quickly. It’s like putting a label on with which you say “hello, I am a local business and I am here”.

You can do this data marking in two ways.


Via Search Console in the Data Search / Markup Operation tab and follow the dialing instructions


Follow this URL ➡️ https://microdatagenerator.org/localbusiness-microdata-generator/

You just have to enter your business data and it will generate the appropriate microdata. You’ll need to copy the code they give you into the header of your website. 

Lastly, use the microdata tester to check that everything is correct before putting it on your website or once it is up.

⭐️ https://search.google.com/structured-data/testing-tool/u/0/?hl=es

Geographical orientation of your domain

If your domain is .co.us or any other state or country extension, it will already be oriented to the area in which you want to be important.

In the case of .co.us it would be Colorado. If your domain is a generic .com or .net then you have to indicate through the Search Console where you want to target your domain.

Search traffic / international segmentation / country

Once inside, indicate the country where you want to be important.

Image geolocation

Include in your photos the latitude and longitude of your business. This is something that is not usually done and increases the clues for Google for why you are important in your location.

If you are unable to use this program, there are cameras that already include this data, which allow you to geolocate 3 images a day for free.

You just have to upload the image you want to geolocate, search for your address and download it again with the location data.

Include map

The more data Google has of the location where you are important, the better. So don’t forget to include a map with your location in the Footer or on your contact page.

Titles and Goals thinking local

Take advantage of your titles and Meta descriptions to highlight important information about your business. The phone number, if you are the cheapest, if you give 24-hour service, etc. 

In short, the title and the goal would be like the light of your business, so do something memorable.

SEO Local Off page


It’s about getting mentions of your business name along with details of your address or phone. What we know as directories (Yellow pages, FourSquare, MOZ directories, etc.)

A perfect citation would be one that includes the NAP, name, address and telephone number of your business.

Links or recommendations from other local websites

Get other important local websites in your area to link you as well. It works like a recommendation to visit your website. Start with suppliers, chambers of commerce or related sites.

local seo

Google My Business

Google My Business is a free tool from Google that helps businesses even without a website, appear thorough local searches. So if you don’t have yours, go create it. 

Now you have a clear concept about what local SEO is. Remember that Local SEO is based on a series of factors that help your local audience find you on Google and other search engines. It is not just about optimizing your address, opening a Google My Business file or getting citations, it is about a combination of factors  that lead current and future clients in your area to your business..

Make your business appear on Google, take advantage of the opportunity provided by Local SEO.

Isabel Romero Isabel Romero , 06 May 2021


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