Short answer: local SEO is about appearing when someone searches for a service in a specific area. It is built with a complete Google Business Profile, consistent contact details across the web, reviews, local content and local-business structured data.
Why local SEO matters
“Local SEO” is growing (Google Trends, Spain, last 12 months), and queries that pair it with a city are among those rising fastest. When someone searches “near me” or adds a city, Google ranks results by proximity, relevance and prominence.
1. The Google Business Profile
- Exact name, address and phone number, consistent with your website.
- A primary category that matches the service, plus secondary categories.
- Opening hours, services, description and up-to-date real photos.
- Regular posts and answers to questions.
If you have several offices, create one profile per location and a dedicated page for each.
2. NAP consistency
NAP stands for name, address and phone. They must be identical on your site, Google, directories, social networks and any mention. Small differences confuse search engines and the AI systems that cross-check data.
3. Useful local pages
One page per city or office, with real information: available services, how to get there, the team and local cases. Avoid duplicating the same text and only swapping the city name.
4. Structured data
Mark up your company with LocalBusiness (or a suitable subtype), with address, phone, coordinates and opening hours. It is a clear hint for Google and for AI assistants.
5. Reviews
- Ask real customers after a service, with a direct link.
- Reply to all of them, including negative ones, in a professional tone.
- Do not buy or filter reviews: it breaks the rules and is risky.
6. Local mentions and links
Associations, chambers of commerce, local media and sector directories add authority and data consistency.
Common mistakes
- An unverified profile or wrong categories.
- Different addresses or phone numbers in each place.
- A single “Contact” page for all offices.
- Ignoring reviews.
How to measure it
Profile insights (searches, calls, direction requests), city queries in Search Console and conversions per location show whether the work is paying off.
Frequently asked questions
Do I need a premises open to the public?
Not always. There are profiles for service-area businesses, though they have specific rules about which address is shown.
Does local SEO work for B2B companies?
Yes, when the customer looks for a nearby supplier or searches by city. Having offices and a local presence also builds trust.
How long until it shows?
Profile changes show up quickly; reviews and local authority are built over weeks or months.
At IGLOBALIA we work on local SEO for companies with offices in several cities and countries. See SEO and GEO or talk to us.
