‍Local SEO – How to get found online in your city or region

Introduction

Imagine: you're a hairdresser in Eindhoven, a physiotherapist in Veldhoven, or you run a lunchroom in Waalre. You know there are plenty of people nearby searching for your services. Yet they still end up with your competitor. Why? Because they're clearly visible in Google – and you might not be.

Local SEO helps you gain that visibility. And believe me, nothing is as frustrating as being locally active but nowhere to be found online. Fortunately, it's not magic. In this article you'll learn, in an easy-to-understand way, how to use local SEO smartly. No technical jargon, just practical steps that can make a difference as early as tomorrow.

1. What exactly is local SEO?

Local SEO means optimising your website and online presence so that people find you when they search for something nearby. Think of searches like:

• "hairdresser Amsterdam West"
• "bike shop near me"
• "best bakery in Utrecht"

Google then shows local results – often with a map, opening hours and reviews. And that's where you want to appear. Local SEO ensures you stand out there, without having to advertise.

2. Google Business Profile: your digital shop window

The first step is your Google Business Profile (formerly: Google My Business). It's free and hugely important.

What you need to do:

• Claim your business listing via business.google.com
• Fill in your details completely: name, address, phone number, opening hours, website, photos and description
• Add categories that match what you do (e.g. "hair salon", "chiropodist", "dog grooming salon")
• Upload photos of the inside and outside, your team, your products or services

Make sure everything is accurate and appealing. It's literally the first impression people get.

3. Actively ask for reviews (and respond to them)

Many people read reviews before making a choice. A business with 20 positive reviews usually wins out over one with 2 or none.

Tips:

• Ask customers for a review afterwards (for example via a card with a QR code, an email, or verbally)
• Respond to all reviews, including negative ones. Thank people and show that you take feedback seriously
• Consider a standard line on your receipt, flyer or website: "Happy with our service? Leave a review on Google."

Reviews not only build trust, they also help your ranking.

4. Local keywords: use what people actually type in

Use keywords that make clear where you're based and what you do:

• "Beauty salon Haarlem"
• "Physiotherapy Nijmegen back pain"
• "Car garage Eindhoven MOT"

Work these words into:

• The title of your page
• The first paragraph
• The headings
• The meta description (that short snippet in Google)
• The URL (e.g. www.mywebsite.com/physiotherapy-amsterdam)

Note: write for people, not for Google. Make sure your text reads well.

5. Keep your name, address and phone number (NAP) consistent everywhere

Google places great value on trustworthiness. So make sure your business details are exactly the same everywhere:

• On your website (footer, contact page)
• On your social media profiles
• In online business directories

Preferably use schema markup (structured data) to make your address extra clear to Google. Ask your web developer for help or use a plugin if you work with WordPress.

6. Local links: strengthen your online network

Links from other websites to yours help your SEO. And if those links come from local websites, that's even better.

Here's how to collect them:

• Ask for a link from local businesses you work with
• Sponsor a local event or sports club – you'll often get an online mention in return
• Write a guest blog for a local platform or get interviewed
• Sign up on websites such as Allebedrijvenin.nl, De Telefoongids, or your local business association

7. Create local content

Google loves unique, relevant content. Show that you're genuinely locally active. Ideas:

• Blog: "The 5 best running routes in Enschede according to our physiotherapists"
• Page: "Bike shop in Utrecht West – free test ride in the neighbourhood"
• Article: "Why we choose regional products from Groningen"

Mention neighbourhoods, squares, local events and other recognisable elements. People (and Google) will identify with that.

8. Optimise for mobile and usability

Most local searches happen on mobile. So make sure your site is fast and clear:

• Large, easily readable text
• Clear buttons (such as "Call us" or "Plan route")
• A clearly visible menu bar and contact information

You can test for free whether your site is mobile-friendly using tools such as Google's Mobile-Friendly Test.

9. Social media and consistency

Social media has no direct influence on your SEO, but it does play a role in visibility and trust. Use your socials to show that you're active:

• Share updates, promotions, customer stories or local events
• Always link back to your website
• Use location tags and hashtags (#hairdresserrotterdam, #denboschlunch)

Make sure your name, logo and style are the same everywhere. That's how you build recognition.

10. Keep it up and measure your progress

Local SEO is not a one-off job. Keep regularly updating your details, collecting reviews, adding new content and finding local links.

Use tools such as:

• Google Analytics: see how many people visit your website
• Google Search Console: see which keywords you're found for
• Your Google Business Profile: see how many people view your profile and click "Call" or "Directions"

Make it a habit to check this every month. You'll learn a lot from it and see your progress.

In conclusion: start today

Many business owners think SEO is complicated. But the truth is: if you're locally active, you already have a head start. People are searching for what you offer – you just need to be found.

So start today with:

• Updating your Google Business Profile
• Asking for reviews
• Optimising your website with local keywords
• Networking with other business owners and being visible online

And remember: a small step every week beats waiting for the perfect moment that never comes.

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