When someone types “barber”, “dental clinic” or “villa rental” into their phone, Google often shows a map and a few businesses first. Being in that block matters as much as the website itself. Working on it is called local SEO: making a business visible in searches within a specific area.
The three pillars of local SEO
Google generally looks at three things when ranking local results: relevance to the search, proximity to the searched place and the business’s prominence and trustworthiness. You cannot change proximity; relevance and trust you can strengthen with the right setup.
1. Fill in Google Business Profile completely
The profile is your storefront on the map and in search. Verify the business first, then fill in:
- Name, address, phone: spelled exactly as on your site. Small differences break consistency.
- Primary category: the one that best describes you; extra categories only for services you really offer.
- Opening hours: keep holidays and seasonal changes current.
- Services and products: add them with short descriptions.
- Photos: real photos of your business: exterior, interior, team and product.
- Website and booking link: point straight to the right page.
2. Collect and answer reviews
Review count and rating affect both ranking and clicks. Politely ask happy customers; sending the review link by WhatsApp or email makes it easy. Do not buy or invent reviews; it violates Google’s policies and hurts trust. Answer every review, negative ones included, calmly and specifically.
3. Your website must support local search
The profile alone is not enough; the site must clearly say where you are and what you do:
- A separate page per service, each with its own title and description, not just a “Services” list.
- Clear address, map, hours and phone on the contact page and in the footer.
- If you serve several areas, genuinely useful, non-duplicate pages for each.
- Page titles and descriptions that mention the business and area, without stuffing.
- Structured data (schema.org
LocalBusinessor a type specific to your sector) to give address, hours and phone to search engines in code.
4. Be fast and usable on a phone
Most local searches are on mobile. If the page is slow or there is no “call” button, the visitor moves on. For speed, check five things slowing your website down; add one-tap call and WhatsApp buttons.
5. Keep your details consistent elsewhere
Name, address and phone should match in sector directories, chamber or municipality listings, social profiles and map services. Inconsistent data makes both customers and search engines doubtful.
6. Produce local content
A blog catches people asking questions, not just “near me” searches. Posts such as “which area is best for villa rentals in winter”, “what to know after a dental implant” or “documents needed when buying a home locally” build local authority. Internal links from posts to the relevant service pages matter too, as in this post.
7. Measure
Watch views, calls, direction requests and website clicks in the Business Profile’s own performance data. On your site, use Search Console to see which queries get impressions. Leaving things alone for a few weeks and observing is how you learn which step worked.
Priorities by sector
- Hotels and villas: photos, reviews and a direct booking link. See what a hotel website needs and villa rental site mistakes.
- Real estate: listing pages and neighbourhood information; see what a real estate website needs.
- Barbers, hairdressers, clinics: service pages, reviews and online booking; see online appointment systems.
Set expectations honestly
Local SEO is not a setting that pays off within a week, and no agency can guarantee a specific position on the map. A correct profile, regular reviews and a useful site build up over time. Within our SEO and advertising service we handle this work together, from technical foundation to content.
If you want to know whether your current site and profile are ready for local search, write to us; you can see examples of our work on the references page.