Regional search engine optimization

Veröffentlicht: 15. February 2021

What you will learn

  • Special features of regional search engine optimization
  • Whether local SEO is worthwhile for you
  • How to improve your Google ranking
  • When you can expect the first successes
Article Findings

Do you want to attract more customers in your region, but without advertising? Then regional search engine optimization is the right way for you.

The goal: You will be found better on Google for search queries from your region and potential interested parties will find you directly. Let’s take a look at how it works!

SEO vs. local SEO – what’s the difference?

Local SEO, i.e. regional search engine optimization, focuses specifically on search queries from your region.

As with global SEO, your goal is to reach as many people as possible with your content and provide an answer to their search query.

If search queries relate directly to a region or city, regional search engine optimization enables interested parties to find their way to you more quickly because you and your company appear in first place on Google.

For whom is local optimization worthwhile?

Regional search engine optimization is a helpful tool for all people who limit their service or business to their immediate area or city.

These include, for example, craftsmen, doctors, hairdressers and local stores.

And the effort is worth it! Here are 7 local SEO facts that show how much you can benefit from local search engine optimization.

How can I improve my ranking for local queries?

The basic principle of regional search engine optimization is fundamentally similar to the approach of general SEO measures.

Two main processes play a role in improving Google rankings: on-page and off-page optimization.

Apart from that, however, there are also some measures and SEO tips that should be emphasized, especially for local SEO.

OnPage measures

This refers to measures that you can implement directly on your website to improve your ranking.

Important here are:

  • Contents
  • Technology
  • Usability / user-friendliness

In particular, it should be ensured that the website provides useful and high-quality content and makes it as easy as possible for Google to recognize its value.

You should also make your visitors’ stay on your website as pleasant as possible. Here you will find a complete introduction to on-page optimization.

Location information

To be found for search queries in your region, you need to tell Google the location of your business.

This first step may seem trivial, but it is one of the most important for regional search engine optimization.

The best way to do this is to place your city or region in the page title, the meta description and, if possible, in the body text of your website.

keyword placement with local seo

This means that Google knows directly where your business is located and what your offer is about.

Depending on which industry you are in, it can also be helpful to enter the state as well as the name of your city.

If your company has several branches in different locations, you should create a subpage for each location.

Local keyword domain

If you do not yet have your own website, but are still in the process of creating one, it is useful to use a local keyword domain, which could be composed as follows:

The impact of exact-match domains on the success of regional search engine optimization is relatively small, but nevertheless a measure that can be used.

Voice Search

People are often characterized by a different choice of words when speaking than when writing. In order to respond to this and attract as many customers as possible, the website should be designed for the Google voice search function.

It’s all about making your web design responsive and making it easier for customers to find you.

While additional words such as “what”, “when” and “where” are often used when speaking, these question words are usually omitted when typing a search term.

Regionally relevant content

Regionality should not only be evident in formal details, but also in your content. This directly arouses customers’ interest in the content you create.

In addition to location-specific pages for your company, blog posts can also be written about local news or events (of course only if this news is related to your service/product), which has a positive effect on your regional search engine optimization.


Mention your city/region actively in the body text of your website

Place the city name in the page title, the meta description and in the body text. News relating to your company and your region is also helpful.

OffPage measures

When it comes to OffPage Optimization, there is something more that should be considered in the process of Local SEO.

Here you will find a to-do list with the most important aspects and SEO tips for local off-page optimization:

Listing in relevant business directories

Enter your address and the type of your business in various business directories.

Make sure that the entries are consistent, for example that the address, telephone number and email address do not vary randomly. Otherwise, misunderstandings quickly arise and search engine optimization remains unsuccessful.

Here are possible portals that you can use for yourself and your website:

Setting up a Google My Business profile

An account on Google My Business provides you with a nice snippet, i.e. a preview of your website in the search results.

Google also automatically receives information about the location of your company.

Opening hours and contact details can also be entered there directly. Here, too, care should be taken to ensure that the company’s data is uniform so as not to stand in the way of a targeted search engine optimization strategy.

Creating a Google Business Profile is one of the most effective ways to increase your visibility on Google Maps and get lots of search results leading to your website.

The most important hints & tips for your MyBusiness profile:

  • Make sure that your account is verified.
  • Make sure that your data is up-to-date, complete and correct.
  • Also integrate your logo and images of your company, as well as important information for your customers, such as opening hours, services and payment methods.
  • Interact with customers by encouraging reviews and responding to questions and comments from your clientele.
  • Regularly share content on interesting and relevant topics, as well as new offers or events.

Building backlinks is also an important part of off-page optimization for regional SEO.

Links from other companies or sites in your region are extremely valuable for local SEO.

A link on city portals, radio stations or a local newspaper is a great way to optimize your online marketing.

Mentions in an article, a post on social media or an online contribution without direct links can also improve the company’s reach.

However, your link profile should always be of high quality, as this will help your site to be ranked higher by search engines and SEO is more likely to be effective. Quality takes precedence over quantity.

With a carefully selected range of regional links, you can pave your way to first place in a market with intense competition and numerous rivals.

Customer ratings

It is important to take care of your customers. This does not only apply to regional SEO, but their ratings are also playing an increasingly important role here.

In order to interact with customers, you can ask them directly about their satisfaction after purchasing a product or using a service.

This shows that you as an entrepreneur have a clear interest in your customers’ opinions.

However, a Google review or participation in a survey should always be followed by a response, which suggests to customers that you value their criticism.

Positive feedback gives a company a likeable image, which is very valuable.

In addition, good ratings and first-class community management improve your position in the Google rankings.

Use of social media

Interactions on social media channels such as Instagram, Facebook etc. are a perfect way to make your company better known regionally.

Use hashtags from your city and regularly share interesting content to attract the attention of your customers.

In addition, the social signals that are generated also have a positive effect on your Google ranking(my opinion – this is controversial).


Make your website known

Regional search engine optimization does not only take place on your website. Publicize yourself and your company, use social media and build links!

When can you expect the first successes?

SEO, whether global or regional, is not a one-off application, but a continuous process that always takes time to have an impact.

You won’t get to number 1 in the Google rankings straight away, but the more conscientiously your website and its online marketing are managed, the faster the first results of search engine optimization will show.

User signals, which provide information about the relevance of your website’s content, are ultimately decisive for your ranking.

With active and conscientious SEO, an initial effect can be seen after approx. 3 to 6 months. However, it can take up to 12 months for the first signs of success to appear.

Google employee Maile Ohye’s answer to the question of how long SEO takes also includes the time span of at least 4 to 12 months.

In any case, patience and ambition will pay off when it comes to your website’s SEO!

Curious for more tips? Here are some more ways to promote your website.

Hannes Kaltofen

Hannes Kaltofen

Gründer & Geschäftsführer

Seit über 7 Jahren in den SERPs unterwegs. Dank SEO konnte Ich das Affiliate Marketing, Blogging und Agenturgeschäft kennelernen und helfe Unternehmen tagtäglich bei ihrer Sichtbarkeit.

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