What is local SEO?
Local SEO makes sure your company appears in searches with a local intent, such as "garage Amriswil" or "hairdresser near me". For such searches, Google shows a map with a few listings above the normal results, the so-called local pack, as well as results in Google Maps. Google names three factors for this: relevance, distance and prominence.
Which factors determine local rankings?
| Factor | What Google assesses | What you can do |
|---|---|---|
| Relevance | How well profile and website match the search | Describe categories, services and website copy precisely |
| Distance | Distance to the searcher’s location or the place searched for | Hardly controllable, state address and service area correctly |
| Prominence | Reviews, mentions, links and the website itself | Collect reviews, maintain listings, show local presence |
How do I set up the Google Business Profile correctly?
- Claim the profile and have it verified
- Choose the most precise primary category, for example "carpenter" instead of "tradesperson", and add suitable secondary categories
- Enter your address or, if customers do not come to you, define a service area
- Keep opening hours up to date, including public holidays and company holidays
- List services and products individually
- Upload real photos of the team, premises, vehicles and work
- Link to the most relevant page of your website and write a clear description
How do I get more Google reviews?
- Ask for a review in person right after a successful job
- Place the short review link in emails and invoices or as a QR code on your documents
- Reply to every review, and to negative ones factually and without justifying yourself
- Do not buy reviews or offer anything in return, as this violates Google’s policies
Which directories matter in Switzerland?
What counts is that name, address and phone number are written identically everywhere. Contradictory details confuse search engines and customers alike.
- local.ch and search.ch
- Apple Business Connect for Apple Maps
- Bing Places for Bing and the services built on it
- Trade associations, local business associations and regional platforms
What needs to be right on the website?
- One page per service, with concrete details on the process and the area you cover
- Mention the region naturally in the text, for example "in Weinfelden and throughout Thurgau"
- Separate location pages only for real locations, no copies with a different place name
- Address and phone number in the footer and on the contact page, written exactly as in the profile
- Structured data of the LocalBusiness type
- Fast loading on mobile and a phone number that can be tapped to call
How do I measure success?
The Google Business Profile shows how often your listing was seen and how many calls, direction requests and website clicks resulted from it. Search Console adds which search terms your website appears for. And the simplest method: ask new customers how they found you.