Local SEO

Have you ever thought about how to attract more customers to your physical store through Google? Imagine someone typing “pizzeria near me” on their phone. Instantly, they see a list of nearby restaurants with opening hours, phone numbers, and customer reviews. Businesses that don’t appear here risk missing out on customers who are ready to buy right now.

This is where local SEO comes in. It’s about optimizing your online presence to attract customers in your area. Local SEO is especially important for businesses with a physical address – such as shops, restaurants, hair salons, law firms, and service companies.

What is local SEO?

Local SEO is a branch of search engine optimization focused on appearing in local search results. Unlike broad SEO, which targets a larger audience, local SEO aims to reach customers located within the same geographic area as your business.

It’s essential for any company that wants nearby people to find them quickly and easily. Someone searching “hairdresser in Malmö” is much closer to making a purchase decision than someone just searching for “hair inspiration.” By appearing in these local searches, you increase your chances of becoming the obvious choice.

Google Business Profile – your best friend

The key to success in local SEO is having a complete and optimized Google Business Profile (GBP). It works like your digital storefront on Google, where customers can see your opening hours, contact details, directions, reviews, and photos.

A correct and attractive profile sends a strong signal to Google that your business is relevant to local searches. Here are some of the most important steps to make the most of your profile:

1. 1. Verify your profile: Make sure your business is verified in Google Business Profile. This is the foundation for making changes and appearing in local map results.

2. Fill in all contact details: Enter your business name, address, and phone number exactly as they appear on your website.

3. Add opening hours and categories: Accurate information helps customers know when you’re open and what industry you belong to.

4. Upload photos: Pictures of your store, team, or products increase both trust and click-through rates.

Update your profile regularly – for example, when you change your opening hours or add new services.

Other key factors for local visibility

Although Google Business Profile is the core of local SEO, other elements also play a major role.

Reviews

Positive customer reviews enhance your credibility with both users and Google. Encourage happy customers to leave feedback, and always respond kindly, even to criticism. For instance, a potential customer reading “Fantastic coffee and friendly staff” is far more likely to visit your café.

Contact information

Ensure your business name, address, and phone number are consistent across all platforms. If the details differ on your website, business directories, or social media, Google may get confused about which is correct.

Local keywords

Include location-based keywords in your content to signal where you operate. Example: “We’re a bakery in Stockholm offering freshly baked bread every morning.”. This helps both Google and users understand exactly where you are located.

Practical tips for local SEO success

Getting started with local SEO doesn’t have to be complicated. Here are a few simple steps you can take right away:

🔵 Make sure your Google Business Profile is fully completed and verified.
🔵 Upload at least five photos of your business, including both interior and exterior shots.
🔵 Ask your best customers for a review and thank them personally when they leave one.
🔵 Double-check that your address and phone number are identical everywhere online.
🔵 Create local content on your website, such as a page for “dentist in Gothenburg” or “law firm in Uppsala.”

By taking small, consistent actions, you build a stronger local presence that attracts more nearby customers.

In summary

Local SEO is about being visible where customers are actually searching — close to home. For any business with a physical location, it’s a crucial strategy for increasing visibility and attracting more visitors.

By optimizing your Google Business Profile, encouraging reviews, keeping your contact details consistent, and using local keywords, you can take control of how your business appears online.