What is local SEO?
The local SEO (Local Search Engine Optimization) is the set of practices and techniques focused on positioning your physical business in Google’s geolocated resultsUnlike traditional SEO, which aims to rank nationally or globally, local SEO focuses on attracting customers who are near your store, clinic, restaurant, or office.
Essentially, local SEO answers questions like:
- How does my business appear when someone searches for “hairdresser near me”?
- What do I need to appear first on Google Maps?
- Why does my competitor appear in the Top 3 on Google Maps and I don’t?
Knowing what local SEO is and how implementing it correctly can make the difference between having a steady flow of customers walking through your door or relying solely on paid advertising.
📍 Where does local SEO have an impact?
- Local Pack (Top 3 on Google Maps).
- This block includes the map with three featured businesses, their contact details, reviews, and a button to call or visit the website. Achieving appearing in the Top 3 on Google Maps is essential: more than 90% of clicks in local searches go to these top three positions.
- Local organic results.
- Just below the Local Pack, Google displays web pages that include relevant content for geolocated searches. Here you can also rank your local business on Google if you have a website with good local content, links, and technical optimisation.
🔍 Why is local SEO important?
For local businesseslocal business, local SEO is crucial because:
- 76% of users who search for a local business on their mobile visit that business within 24 hours.
- 28% of those searches result in an immediate purchase.
- If you’re not in the Top 3 on Google Maps, practically you don’t exist for 90% of customers searching in your area.
That’s why investing in how to improve local SEO is not an expense: it’s an investment in ongoing visibility that attracts customers without needing to pay for each click.
🛠 Key elements to improve visibility on Google Maps
1. Optimise your Google My Business listing
The Google My Business listing (now Google Business Profile) is the foundation of local SEO. To optimise your Google My Business listing effectively, you must:
- Select the correct categories (primary and secondary).
- Include keywords in the description (“hairdresser in [neighbourhood]”, “employment lawyer in [city]”).
- Add geolocated photos and videosand update them monthly.
- Complete all fields: services, hours, attributes (accessibility, Wi-Fi, etc.).
- Verify your location and make sure that the address and phone number are consistent with your website.
A well-optimized listing increases your relevance and helps you appearing in the Top 3 on Google Maps.
2. Get authentic and relevant reviews
Reviews carry significant weight in the local algorithm. To generate quality reviews, guide your customers to include local keywords, for example:
"Excellent dental clinic in central Málaga, very professional and friendly."
This type of review helps Google understand what you do and where, reinforcing your authority. Additionally:
- Always respond to reviews, both positive and negative.
- Encourage review frequency (one per day, for example) to generate activity.
3. Create locally-focused content
Your website should include pages and articles that respond to geolocated searches. For example:
- "Best vegan restaurants in [city]"
- "How to choose a plumber in [neighborhood]"
By generating local content, you not only help your customers but also send clear signals to Google to improve visibility on Google Maps and local organic results.
4. Build local citations and backlinks
The citations are mentions of your business in directories and websites from your town or city (Yellow Pages, chambers of commerce, local blogs). They backlinks from local portals and blogs provide prominence, one of the key factors in local SEO, and help you rank your local business on Google.
🚀 How to Rank First on Google Maps: Step by Step
- Local visibility audit
- Perform a free local SEO report to understand your current position and that of your competitors.
- Optimization of your listing
- Fix categories, descriptions, and photos. Make sure your business profile is fully complete.
- Review strategy
- Ask your customers to leave frequent reviews and use keywords with local intent.
- Local content on your website
- Publish articles and landing pages for each area or neighborhood you serve.
- Citations and links
- Register in local directories and get mentions in media outlets from your city.
- Monitor and adjust
- Review your position and that of your competitors every month. Adjust descriptions, add new photos, and respond to reviews.
With these steps, you can appear first on Google Maps and stay in the Top 3 of Google Maps results.
📈 Benefits of a Well-Executed Local SEO Strategy
- Increase in calls and bookings with no cost per click.
- Physical and digital traffic constant: users who call and visit your store.
- Higher online reputation, thanks to reviews and quality content.
- Profitable investment: your Google Business profile and your website work for you 24/7.
- Differentiation from the competition, which may be less optimized.
🔍 Case study: Aesthetic clinic in downtown Madrid
Initial situation:
An aesthetic clinic with a good offline reputation did not appear in the searches for “aesthetic clinic near me” in the Top 3 on Google Maps.
Actions taken:
- Optimization of Google My Business profile with detailed services and professional photos.
- Review campaign asking clients to include “aesthetic clinic in downtown Madrid.”
- Blog post: “Facial treatment trends in downtown Madrid 2025.”
- Citations in Madrid health directories.
Results in 3 months:
- It went from position 7 to Top 3 on Google Maps.
- 65% increase in phone calls and bookings.
- 40% increase in website visits.
This example shows how a Google Maps visibility audit and a local SEO strategy can transform your digital presence.
🧠 Why is local SEO important for your physical business?
Local SEO puts your business where your customers are at the moment of the search. If someone searches for “stationery open now in [neighborhood]” and your Google Business profile is optimized, you will appear, not your competition.
Additionally:
- The proximity premise makes users tend to choose the closest and highest-rated business.
- The reviews act as instant “social proof.”
- The local content on your website reinforces your relevance in organic searches.
Without a strategy of local SEO for physical businesses, your potential customers will never find you.
🔧 YellowRock Marketing services for local SEO
In YellowRock Marketing we offer a complete suite of services so your business can:
- Appear in the Google Maps Top 3.
- Improve visibility on Google Maps and in organic results.
- Optimize Google My Business profile and manage reviews with strategic keywords.
- Generate landing pages local pages for each neighborhood or city.
- Carry out Google Maps visibility audits and receive detailed reports.
- Get citations and backlinks of quality in directories and local media.
Our approach is 100% practical and results-oriented: we don’t settle for promises, we measure every call, click, and visit.
🧾 Request your free local SEO report
Do you want to know how to rank your local business on Google today? Request a free local SEO report by sending an email to hello@yellowrockmarketing.com with:
- Name of the business
- Address or city
- Sector or category
- Phone number and/or email
- Additional comments (optional)
Within less than 24 hours, you will receive a complete analysis of your visibility on Google Maps and recommendations to improve your ranking in Google local search.
🔚 Conclusion
The local SEO it’s not a luxury, it’s a necessity for any physical business that wants to attract customers in its area. Knowing what local SEO is and applying it correctly means:
- Increasing your visibility where it matters most
- Getting more customers without relying solely on paid advertising
- Standing out from your competition in the Top 3 of Google Maps
At YellowRock Marketing, we guide you every step of the way: from the visibility audit to the implementation of strategies that generate measurable results.
