Local SEO – Warum es wichtig ist und wie man in der lokalen Suche ein Ranking erzielt

Wenn Sie ein Unternehmen führen, das Kunden in bestimmten geografischen Gebieten bedient, Sie sind an der richtigen Stelle. In this practical local SEO guide, we’ll walk you through the entire process of optimizing your site & dive deep into how local search works by developing and executing a local search strategy that grows your business.

So, whether you run a business that can benefit from local SEO or are helping local business website owners, you’ll find everything you need in this guide.

Folgendes erfahren Sie in diesem lokalen SEO-Leitfaden:

1 What is Local SEO? An Introduction

Local SEO is a subset of search engine optimization that refers to optimizing your business’s online presence to help your ideal customers, who are already looking for a business like yours, find you wenn sie relevante Leistungen erbringen lokale Suchen bei Google und anderen Suchmaschinen.

In short, local SEO is all about increasing the visibility of your website in search results for businesses that serve customers in person. This includes brick-and-mortar businesses with physical locations serving customers (i.e., coffee shops and restaurants) and service-area businesses operating throughout a particular geographic area (i.e., electricians or cleaning companies).

It involves everything from reviews, on-site optimization, content, and digital PR (such as earning press in local news). While local SEO is most commonly associated with brick-and-mortar businesses, it can also be used by online businesses that serve specific local areas to improve their visibility as well as drive leads from local searches. This article is tailored to those who run a business serving customers in-person – think cafes, restaurants, retail stores, gyms, plumbers, electricians, and more…

2 Die Bedeutung von Local SEO – Warum ist es wichtig?

We like data, and think it’s essential to every aspect of running a business, especially marketing & SEO. Fortunately, it’s extremely easy to convey the true importance of local SEO with the help of 2 simple statistics.:

• 46% aller Google-Suchen are looking for local information
• 88% der Suche nach lokalen Unternehmen auf einem Mobilgerät entweder anrufen oder das Geschäft innerhalb von 24 Stunden besuchen.

To put that into perspective, this means that of every single Google search made every single day, 46% of them are specifically looking for information (and often businesses) relevant to a local area. 88% of searches for those local businesses (on mobile devices) lead to a call or visit innerhalb von 24 Stunden.

The key with local SEO, as with SEO in general, is that you’re grabbing someone’s attention while they’re actually interested. As opposed to other forms of marketing, which are all really about putting stuff out there to see what sticks, with SEO, you already know the intent is there. And better yet, with local SEO, if you can fulfill that intent, 88% of the time they’ll become a lead within 24 hours…

When travelling to a new city, how often do you unlock your phone and perform a quick Google search to find a nearby restaurant or coffee shop?

Now, ask yourself this question: how many more customers do you think Brewshot or The Grind Shop gets compared to Cafe Layette or one of the many coffee shops that don’t even make the list?

This is the difference ranking well on Google can have – you can be the go-to solution, the go-to service in your area, or you can struggle to consistently earn customers (because you have to spend time acquiring customers in other ways).

Hier ist eine groß angelegte Studie von Erweitertes Web-Ranking in Suchergebnissen und Klickraten zeigt, dass das erste Unternehmen bei der lokalen Suche 54,161 TP2T aller Klicks erhält, verglichen mit nur 6,881 TP2T für das Unternehmen #2.

Dies ist eine erstaunliche Statistik und unterstreicht wirklich, wie wichtig lokales SEO für Unternehmen ist, die ihre Konkurrenz übertreffen wollen.

3 Keyword-Recherche & Content-Strategie

Wenn Sie nicht planen, bereiten Sie sich auf ein Scheitern in der SEO vor. Ohne die notwendige Recherche und die Entwicklung einer großartigen Strategie, bevor Sie das Geld (oder die Zeit) investieren, werden Sie nicht die gewünschten Ergebnisse erzielen.

So, let’s say you run a local Mexican restaurant – and it’s called Don Julio…

3.1 Bottom of the Funnel Keywords (“Service + Location”)

For most local businesses, figuring out what the primary (i.e., most important and relevant) keywords to target are generally relatively straightforward and self-explanatory. Using our example from earlier, assuming you run a Mexican restaurant in London, just try to picture what you would search to find your own business as a potential customer?

• “Mexikanische Restaurants in London”
• “Beste mexikanische Restaurants in meiner Nähe”

Bemerken Sie einen Trend? Die meisten Kunden suchen nach lokalen Unternehmen, indem sie eine Variation von „Service + Standort“ verwenden, wenn sie nach Unternehmen suchen, die das tun, was Sie tun.

Notiz: Now, to swap up the examples and make things more interesting, our next imaginary business will be a dog grooming service also based in London.

To automate/speed up this process, you can use this Bulk Keyword Generator from Higher Visibility, which will help you target a list of local keywords. Applying this to our second example, we know that a great starting point for a dog grooming business in London would be the following search terms:

• Hundepflege in London
• Hundepflege in meiner nähe
• Hundefriseur + Standort
• Hundesalon + Standort
• Londoner Hundefriseur
• Hundeboutique London

In addition, people will also be searching for “dog grooming” on its own, without a location. You might think it’s better to focus on queries involving locations, but Google has gotten pretty smart over the years. When somebody searches for a service, their location will be automatically factored into the results.

3.2 Google Autocomplete und verwandte Fragen

Although we already have a decent base of keywords, it never hurts to keep looking for more. One way to do this is to utilize Google’s powerful autocomplete feature and the “also asked” questions that appear in SERPs (search engine results page).

Wenn wir einige unserer Keywords in Google eingeben, erhalten wir noch mehr Ideen:

• Preise für Hundepflege in London
• Hundepflegebedarf in London
• Mobile Hundefriseur London
• Mobile Hundepflege in London
• Luxus-Hundepflege in London
• Benötigen Hundefrisöre eine Lizenz?
• Wie viel darf die Hundepflege kosten?

As you can see, these methods yielded some beneficial results, especially as they highlight the terms “luxury” and “mobile” that could be incorporated into our strategy. We’ve now got a growing list of keywords. To take it a step further, last but not least, we’ll take a look at what our most significant competitors are ranking for.

3.3 Sehen Sie, für welche Keywords Wettbewerber ranken (Ahrefs/SEMrush)

If you want to take your SEO game to the next level, you’ll want to invest in a tool like Ahrefs or Semrush. They allow us to gather key information on keywords, competitors, performance trends, etc.

From our previous searches, we identified the top competitors for dog grooming in London are:

• Liebe meinen Menschen
• London Hundepflege Co.
• Purplebone Shop & Hundepflege

With this information, we can head into Ahrefs Site Explorer and input each website. Once it’s loaded, click the “Organic search” tab at the top and scroll down to the bottom, or navigate to “Organic keywords” on the left to get a list of their most popular keywords…

Wie Sie im Screenshot unten sehen können, werden uns eine große Anzahl von Suchbegriffen offenbart, die wir vorher nicht berücksichtigt hatten.

In diesem Fall fallen folgende auf:

• Haustierpflege (im Gegensatz zur reinen Hundepflege)
• Pflegedienste
• Hundesalons
• Haustier-Spa London

If we search the other competitors, we don’t get much else from London Hundepflege Co., und Liebe meinen Menschen ranks for a lot of keywords, many of which are related to dog toys, supplies, and supplements, all of which perhaps our make-believe business has no interest in selling?

This is where understanding your actual business strategy and plans comes into play. If you plan to sell supplies, supplements, and toys at some point, then targeting these now could put you in an excellent position for when you do start offering & selling those products as well…

Jetzt, wo wir tiefer in die Inhaltsstrategie und Keyword-Recherche eingetaucht sind. Hoffentlich haben Sie diesen Artikel mitverfolgt und Durchführung der Forschung für Ihr eigenes Unternehmen. If not, go back through this section to build an initial list of keywords for your business.

4 Lokales SEO – On-Page-SEO-Setup

If you’re running your website on WordPress, many tools are available to help speed up the optimization process. Whether you’re looking to implement Local Business Schema Markup, set up pages for each of your business’s locations & more – you only need a single plugin.

Und das Plugin, das wir verwenden werden, ist natürlich Rank Math. Nicht nur, weil wir es entwickelt haben, sondern weil es das beste SEO-Plugin ist, dem die besten SEOs der Branche (und der Welt) vertrauen. Was Rank Math für Unternehmen so leistungsfähig macht, ist seine Fähigkeit, alles, was Sie für lokales SEO benötigen, von einem intuitiven Dashboard aus zu verwalten.

Wenn Sie Rank Math noch nicht verwenden – Erfahren Sie mehr und starten Sie hier. Die Migration von Ihrem alten SEO-Plugin könnte nicht einfacher sein und dauert nicht länger als ein paar Minuten…

Die meisten der regulären SEO-Konventionen und Best Practices gelten immer noch für lokales SEO, einschließlich, aber nicht beschränkt auf:

• Schlüsselwörter in H1s
• Keywords in title tags
• Stichwort im Permalink
• Kurze/einfach zu merkende URLs

That being said, a few unique & specific things are important when trying to rank for local searches, such as using Schema Markup to your advantage and displaying location information for your business locations. Alternatively to Rank Math, you can always use a single-use plugin such as the Fünf-Sterne-Unternehmensprofil Plugin zur Handhabung der strukturierten Datenimplementierung für Ihre WordPress-Website.

Wenn Sie derzeit jedoch kein WordPress verwenden (und daher nicht vom Rank Math-WordPress-SEO-Plugin profitieren können), können Sie mit dessen Hilfe dennoch von Schema Markup profitieren und Vorteile daraus ziehen Schema-Markup-Generator.

4.1 Optimieren Sie Ihre Homepage für die lokale Suche

In general, the best way to optimize your homepage for local search is to focus on the primary location your business serves. That means a photographer based in London would optimize their homepage for search terms like “London portrait photographer” even if they serve other areas in the UK.

In the long run, this wouldn’t prevent them from ranking for other UK-centric search terms (i.e., ones outside of London). However, removing references to any location from your homepage is a bad idea because ranking for the more generic “portrait photographer” search term is far more complex.

Mit Rank Math wird das Schema-Markup (auf das wir als Nächstes näher eingehen werden) automatisch zu Ihrer Homepage hinzugefügt, sobald Sie Ihre Unternehmensinformationen im Einrichtungsprozess eingegeben haben.

Und Sie können Ihre auch anpassen Unternehmensart:

Wir empfehlen aber auch:

• Sichtbares Hinzufügen Ihres Namens, Ihrer Adresse und Telefonnummer auf Ihrer Homepage (für potenzielle Kunden sowie Zitate, auf die wir später noch eingehen werden)
• Präsentieren von Erfahrungsberichten/Bewertungen/etc…

For bigger, international businesses serving locations worldwide, a homepage that guides users to the correct part of their website is the best solution. A good example is Eurocar, as they don’t only serve specific locations and can safely use messaging like “Looking for a vehicle? You’re in the right place…” and then let people enter their area.

4.2 So erstellen Sie mehrere Standorte (mit Schema) mit Rank Math

Wenn Ihr Unternehmen wächst und Sie beginnen, mehrere Standorte/Städte zu bedienen, möchten Sie möglicherweise eine Einrichtung vornehmen lokale Landingpages So können Sie an jedem dieser Orte rangieren.

Rank Math macht dies unglaublich einfach.

Notiz: Benutzen Mehrere Standorte von Rank Math Funktionalität, erfahren Sie hier mehr & stellen Sie sicher, dass das Local SEO-Modul aktiv ist.

Let’s use Europcar as an example again, as it’s relevant even for businesses that aren’t operating on the same scale as them. They have excellent site architecture and are a prime example of how they have location-specific landing pages ranking very highly for keywords like:

• Autovermietung Frankreich
• Autovermietung Italien
• Autovermietung London

Und so weiter…

You can easily do this on your WordPress website with the help of Rank Math’s Local SEO module.

When setting up these different local landing pages, as you grow, it can be tempting to change the title tags and some headings on pages and reuse the rest of the content for dozens of pages. This isn’t ideal, and it’s Es wird dringend empfohlen, dass Sie sich die Mühe machen, einzigartige Inhalte für diese Seiten zu schreiben. So, suppose your business serves both New York and California. In that case, you want to write different content for each page (even if the core service offering/information to portray is almost identical).

And the benefit of this is that you can then create landing pages (with unique content) for locations you serve, even when you’re not physically based there.

So a plumber based in Brighton may, for example, also want to serve surrounding areas and would be able to set up local landing pages for all the places he serves, rank, and generate leads that way. While you can’t set up a Google Business Profile listing for your operation in the surrounding areas since you aren’t based there, you can still rank for the local organic search results for the whole range of local keywords we covered earlier.

Zum Beispiel, Hilfreich Klempner is a plumbing service with pages optimized around Birmingham und Redditch (Standorte im Vereinigten Königreich).

And while they don’t have physical locations in both places, they still rank in local SERPs for their target keywords.

4.3 So verwenden Sie Schema-Markup für lokales SEO

Als nächstes ist Schema-Markup. Es gibt eine ganze Kategorie von Auszeichnungen für lokale Unternehmen.

Fortunately, Rank Math’s Schema Markup module makes adding the necessary structured data to your site extremely easy. Automate the implementation based on the information you enter when setting up the Local SEO module under Rank Math SEO → Titles & Meta → Local SEO.

Note: The data you enter in this section must be identical to your official information. Every phone number, address format, opening hours, email address, and social link needs to match.

Und dank Rank Math PRO Verwendung der Mehrere Standorte option, you can easily add local landing pages for your business into a separate custom post type, making handling dozens of locations effortless and manageable.

4.4 Embed a Google Map on Your About/Location Pages

You may have noticed by now that Google likes regularity. Data needs to be formatted in a particular way, headings should be appropriately structured, and the same goes for Google Maps. Using a specific string of numbers, known as an API key, the search engine can quickly connect your business to a Google profile and pull information automatically.

If you followed the process linked earlier to get your API key, that’s great; you can move on to the next step. However, if you haven’t got your credentials yet, open dieser Link, klicken Sie auf die blaue Schaltfläche mit der Aufschrift „Gehen Sie zur Seite Anmeldeinformationen“, und folgen Sie den Anweisungen.

Once you’ve obtained the Google Maps API key, head back to the Rank Math dashboard, navigate to the local SEO tab, and near the bottom, you’ll see a section to input the key:

Nachdem Sie dies getan haben, empfehlen wir Ihnen, eine interaktive Karte in Ihre About-Seite oder in Ihre Fußzeile einzubetten, damit Besucher und Google leicht herausfinden können, wo Sie ansässig sind und wie sie zu Ihnen gelangen können Standorte)…

Dies kann alternativ auch über einen Pagebuilder wie z Elementar, Sauerstoff, oder Divi, as well as other single-use plugins such as WP GoogleMaps oder Karten-Widget.

4.5 Lokale SEO-Titel-Tag-Optimierung

The same title tag optimization principles apply to local business websites, but it is important to note that local search results are generally more sensitive to exact match keywords in title tags and descriptions. By setting a focus keyword in Rank Math, optimizing your meta title, description, and content is much easier with the help of the insights.

Titel: Jede Seite Ihrer Website hat einen Titel. Es sollte einzigartig und fesselnd sein und auf die Suchabsicht Ihres idealen Kunden abzielen.

Überschriften: Headings follow a hierarchical structure that determines the importance of each section on your page. For example, there’s only one H1, a few H2s, and maybe some H3s underneath the second-level headings. H4s can also be used, but they’re less common.

Meta-Beschreibung: Eine kurze Beschreibung Ihrer Seite, die in den Google-Suchergebnissen angezeigt wird. Es sollte die Leute auch dazu bringen, sich durchzuklicken, um mehr zu erfahren.

Google verwendet jedes davon, um sich ein Bild davon zu machen, worum es auf Ihrer Website geht, und obwohl es verlockend sein mag, jedem einzelnen Keywords hinzuzufügen, das ist so ziemlich das Schlimmste, was man tun kann. Local SEO meta tag optimization is relevant to all of the pages of your website – which is why we highly recommend setting focus keywords with Rank Math for all of the pages that have Suchabsicht (specifically for the keywords/search terms you wish to rank for) so that you can always keep tabs on which content you need to focus on improving…

5 Google Business Profile, Bing Places & Apple Maps Listings

Now that you’ve mastered the basics of local SEO and optimized your website, it’s time for the most critical lesson: start ranking at the top of Google and appearing on the Kartenpaket als empfohlenes Unternehmen.

Above is an example of what we’re referring to when we say map pack for the local search “pizza near me,” but there’s more to these listings, too:

First, we’ll cover everything you need to know about setting up the map pack. Once this has been set up, you’ll learn about getting reviews, tracking your rankings, and managing SEO when you have multiple or no business locations.

5.1 Eine Einführung in das „Local Maps Pack“ von Google

Wir haben in diesem Artikel bereits Beispiele für Local Packs gezeigt, obwohl wir es bisher vermieden haben, den Begriff zu verwenden. Einfach ausgedrückt ist das Google Maps Pack ein umfassendes Suchergebnis, das die Top-Unternehmen auf einer Karte zusammen mit den wichtigsten Informationen zu jedem Unternehmen anzeigt.

As we mentioned earlier, appearing at the top of this section is critical for your business’s success, but optimizing your website and installing some plugins isn’t going to cement your position in the top spot. There are several factors that Google takes into account to determine which businesses get featured, such as:

• Google Business Profile
• NAP – Name, Adresse und Telefonnummer
• Anzahl und Qualität der Bewertungen
• Social media presence
• How many people interact with your business on Google, e.g., book calls, make reservations, click on your services.
• Onpage-Optimierung
• Backlinks und lokale Zitate
• Qualitätsinhalt

So, if you’re brand new to local SEO, you must work hard. However, if you do everything right from the start and build upon a solid foundation, you can put yourself ahead of the competition before you know it.

5.2 So richten Sie Ihr Local Pack ein und optimieren es

Setting up & optimizing your Google Business Profile is integral to your website’s performance in local search results.

Although you can still rank organically in local search, many local searchers will see a map pack at the top of SERPs when performing the highest-intent local searches. So, if you’re ready to claim and/or optimize your Google Business Profile, this is perfect for you:

1. Claim Your Google Business Profile Listing Hier.
2. Vervollständigen Sie Ihr Profil, indem Sie alle Informationen sorgfältig und genau ausfüllen.

Add photos, opening hours, categories, email addresses, and links; you can even set up instant messaging via Google. Do not leave anything blank, as completed profiles are more likely to rank higher in search results.

Die Hauptsache, die die Leute oft ignorieren, weil sie keine Entscheidung treffen können, ist ihr Geschäft Kategorie. It’s essential to dial in your business category so you can take advantage of all the features your category provides.

Beispielsweise können Restaurants Links hinzufügen, um Online-Reservierungen vorzunehmen, Hotels können Annehmlichkeiten auflisten und dienstleistungsorientierte Unternehmen können direkt auf ihre Pakete verlinken.

You can get very specific with the category you choose, so instead of something like “restaurant”, you would list it as a “Mexican buffet restaurant”, using secondary categories to refine it even further.

1. Alles dreifach checken, insbesondere Ihren Namen, Ihr Logo, Ihre Telefonnummer und Ihre Adresse, wie Google angegeben hat, sind dies die wichtigsten Dinge.
2. Revisit your listing regularly to keep it up-to-date with new photos and videos, and add posts with any news or valuable information.
3. Nutzen Sie alle neuen Attribute, sobald sie verfügbar sind, wie z. B. die Zahlungsarten, die Sie akzeptieren, die WLAN-Verfügbarkeit und die Zugänglichkeit für Rollstuhlfahrer.

Google is more likely to rank your listing the more complete it is and the more appealing you appear to potential customers. Because, at the end of the day, they want to guide people to the best businesses.

5.3 Bing Places und Apple Maps einrichten

Undoubtedly, Google’s dominance in the world of SEO is undeniable. However, many businesses miss out on a large user base by neglecting Bing and Apple. Both platforms are used by millions of people every day, so you should really still do everything possible to bring in some extra customers.

The exact processes are similar to those used to set up Google Business Profile. Just follow these links to get started:

• Bing-Orte
• Apple Maps Connect

The same principles apply as with Google Business Profile.

Ensure your business information is consistent and error-free, add great photos, and fill in every possible detail. If you need extra help, here are some in-depth guides on setting up Bing und Apfel.

5.4 Lokales SEO ohne physikalische Adresse

A physical address isn’t a necessity to benefit from local SEO. This means that if you have a physical office where you serve customers, then by all means, use that address!

Wenn Sie jedoch nur ein virtuelles Büro haben, nicht use this address unless this address is considered “staffed during business hours,” as this would be regarded as a violation of Google Business Profile’s guidelines.

This is because a single local service business may sell its services remotely to various geographical locations, which you can also communicate with Google Business Profile listings. Here’s how you can do that:

During the Google Business Profile setup process, when asked whether you have a location where customers can visit your business (such as a store or office), select no if you do not. Then, in the subsequent step, you will be able to enter all of the locations you’re able to serve customers at, as shown below:

Erfahren Sie mehr über die Vorgehensweise Lokales SEO für Unternehmen ohne physische Standorte in dieser ausführlichen Anleitung von Moz …

6 Wichtige SEO-Tools für die lokale Suche

While you’ll always find software like Rank Math, Ahrefs, and Semrush at the top of all reputed lists of SEO software, there’s also a specific subset of SEO software that’s specialized and heavily focused on local SEO. Everything from tracking local listings and rankings in organic search, to review management and conversion tracking.

Dies sind die Tools, denen die Branche am meisten vertraut und auf die sie sich verlassen:

Weißer Funke

Whitespark has three primary tools, all of which are designed to help you:

• Zitate erstellen
• Bewertungen verdienen
• Verfolgen Sie Ihre Rankings in der lokalen Suche

Using a specialized tool like this is incredibly useful because traditional rank trackers that are suitable for businesses that aren’t focused on local search cannot accurately track rankings on Google and Bing in any city across the local pack, local finder, maps, and organic search, the way that Whitespark can.

Erfahren Sie mehr über Whitespark.

Yext

Yext is relatively similar to Whitespark, with 6 core products under the hood:

• Antworten
• Auflistungen
• Wissensgraph
• Seiten
• Bewertungen
• Analytik

All dies ist ein Teil ihrer Experience Cloud durchsuchen trusted by well-known brands including Taco Bell 🌮, T-Mobile, Ben & Jerry’s, Tesco, Superdry & more…

Erfahren Sie mehr über Yext.

ReviewTracker

ReviewTrackers – as their name suggests – is a software solution focused on review management. They brand themselves as an award-winning review software company that helps you get more reviews, respond to customers, and discover insights about the customer experience.

Erfahren Sie mehr über Bewertungstracker.

Moz Lokal

Moz is a widely known alternative to the most well-known software solutions in the SEO industry – Semrush and Ahrefs – but they have a specific product focused on helping local businesses maximize their online visibility, Moz Local.

Moz Local can handle everything from listing management and page profile optimization to review management and performance reporting.

Erfahren Sie mehr über Moz Local.

Synop

Synup is relatively similar to Whitespark & Yext, also with 6 core products as a part of their solution:

• Gegenwart
• Inhalt
• Ruf
• Einblicke
• Optimierung der Sprachsuche
• Füttern

All of which are designed to work for your business, whether you’re working at (or running) an SMB yourself, running an SEO agency, or an enterprise company.

Erfahren Sie mehr über SynUp.

BrightLocal

BrightLocal vermarktet sich selbst als und ist weithin bekannt als der all-in-one platform for local search success. Of course, we highly recommend that you make your own judgment by getting demos of each software solution in this list and then making a decision based on all of the other factors relevant to your business (which in most cases will also involve price).

That being said, BrightLocal is highly affordable and lists its pricing publicly on its website. At the same time, many other software solutions in the local search industry are priced on request.

Erfahren Sie mehr über BrightLocal.

AdviceLocal (BrightLocal-Alternative)

Last but certainly not least is AdviceLocal, a real-time listing management solution comparable to BrightLocal (with pricing also available only upon requesting a demo). Their 7 core product offerings include:

• Auflistungsverwaltung
• Sprach-Apps für KMUs
• Verbessertes GMB-Management (für Agenturen entwickelt)
• Sprachsuche-Bereitschaftstest
• Einreichungen für vertikale Verzeichnisse

Erfahren Sie mehr über Beratung vor Ort.

7 Verdienen Sie Zitate von lokalen Unternehmen und bauen Sie Links auf

Help search engines understand how relevant your business is with NAP (Name, Address, and Phone Number) citations, which are considered a critical local SEO ranking factor that influences the companies that Google shows in search results for local intent searches.

• Verdienen Sie relevante Inbound-Links, die für Ihre Region relevant sind
• Beteiligen Sie sich als Dienstleister an Ihrer lokalen Gemeinschaft

Depending on where your local business is based and the area that it serves, there is a whole range of places to get relevant local citations.

Search engines, local business directories, and apps offer a specific structure for building out listings. There’s a core set of quality platforms on which nearly any local business can be listed. In the US, these would include:

• Akxiom
• Apple-Karten
• Bing
• CityGrid
• Facebook
• Sachlich
• Viereck
• Infogroup/ExpressUpdate
• Gebietsschema
• Superseiten
• Yahoo!
• YP
• Jaulen

However, this only begins to scratch the surface because these are the fundamental ones businesses should have from the beginning. Beyond that, it’s important to focus on industry-specific directories, which often also rank for many of the local searches performed surrounding your industry’s services (of which there is also a number focused on specific geographic areas).

Erfahren Sie hier mehr darüber, wie und wo Sie anfangen können, lokale Zitate zu verdienen.

8 Local Search Ranking Factors

While much of the SEO world spend too much time speculating about new search engine ranking factors instead of focusing on implementation & running a great business – understanding the local search ranking factors with the help of studies conducted by companies like Moz do help give a better understanding of areas that are worth allocating budget to because they have a positive business impact (and help sites rank). So, without further ado, let’s briefly take a look at the most important ranking factors for local search:

Your Google Business Profile

Although it was back in 2018 – Moz' Studie zu den Ranking-Faktoren der lokalen Suche that the #1 ranking factor for local search is your Google Business Profile, & it’s widely accepted that if anything, this has become more so the case over the past years.

Konsistenz von Name, Adresse und Telefonnummer

Google uses all of the name, address, and phone number information that it can find about your business to verify that your website is, in fact, legitimate and worth ranking. Therefore, the more often they see NAP information and citations, the more confident their algorithm will be that your phone number and address information is accurate (i.e., you’re reachable and located where you claim to be located).

Online-Bewertungen

Review signals also play a vital role. It is worth noting that this is true both from an SEO perspective and from a customer’s point of view. Even if someone does come across your website, what are the chances that they will trust your service enough to become a lead, let alone pay you over all of the other local service providers with 100s of happy customers.

Soziale Signale

While studies and data indicate that social media does help your site rank better, Google has said social media isn’t a ranking factor. However, while social sharing and being active as a business on social media may not officially or directly affect or influence the position of your website in search results – your brand’s social profiles may often be among the top results in search results, and maintaining an active presence is essential to grow a loyal customer base, which will be more likely to leave reviews and return (therefore it plays an important role).

Namens-, Adress- und Telefonnummernzitate

Local NAP citations mention either one or all of your business’s name, address, and phone number information. This occurs in business directories, social media, and other websites. These are helpful for potential customers to find your business and can influence search engine rankings (i.e., having the correct citations and consistent data across Google Maps, Apple Maps Connect, and Bing Places). As you grow, we highly recommend using one of the local SEO tools we covered earlier to manage your local business listings, such as WhiteSpark, actively.

9 Durchführung umsetzbarer lokaler SEO-Audits

Getting started with new sites or managing existing ones always involves time figuring out what’s been done so far, what the competitive landscape is like & more. In this section, we’ll cover some of the key areas to evaluate across technical SEO, citations, as well as content & business:

Technische SEO-Checkliste

1. The contact us page must have a name, address, and phone number consistent with your Google Business profile.
2. Verwenden Local Business Schema Markup on your website that includes accurate location data (as covered earlier)
3. Your phone number should be accessible on your website and clickable on mobile devices.
4. Your name, address, and phone number (NAP) are consistent everywhere it is to be found on your website.
5. Verlinken Sie alle Ihre standortspezifischen Landing Pages von der High-Level-Navigation Ihrer Website.
6. While a street address isn’t necessary for service-area businesses, if you wish to keep that information private, it is highly recommended to provide a phone number that is staffed during the stated business hours.

Zitat-Checkliste

1. Earn citations for all of your local business’s physical office locations, ensuring that the name, address, phone number, and website URL are correct for all relevant citations.
2. It is important to note the variance in abbreviations as they vary from platform to platform (i.e., st. vs street or # vs. suite).
3. Only spend time building citations for real physical locations (not P.O. boxes or virtual offices, as this is not accepted).
4. For multiple locations, always use the location-specific landing page when building citations for that specific location (meaning all your citations for Colorado should point to your Colorado landing page on the website).
5. Although there are standard directories and platforms to list your business on, which are a decent place to start, also build citations specific to your geographical location (i.e., chamber of commerce, contractor’s association, or local news sources).
6. In the case of a service-area business (i.e., one where you do not have an in-person office address), you can still build citations but have to instead focus your efforts on platforms that do not support showing address information.

Checkliste für Inhalts- und Geschäftsüberprüfungen

1. Perform an organic link & penalty analysis – has your website suffered from manual link penalties, and where has your site earned links?
2. Review, manage, and consistently respond to and engage with both positive and negative reviews on customer review platforms (i.e., Google Business, TrustPilot, Bark, and others where your business is listed).
3. Perform a competitive analysis to evaluate the landscape of other local businesses offering the same services in your area. Build an ongoing strategy surrounding content and social media, and deliver exceptional customer service by serving your customers.

If you want to learn more about auditing your business’s website’s current state, Die lokale SEO-Checkliste von Moz ist ein großartiger Ort, um anzufangen.

10 Lokales SEO – Häufig gestellte Fragen

11 Fazit – Beginnen Sie, die Vorteile von Local SEO zu nutzen, um Ihr Geschäft auszubauen

And, that’s it! I know this is a pretty big guide, but if you follow this local SEO process and take the time to put your site in the position to rank, you’ll already be in a deutlich besser aufgestellt als die Mehrheit Ihrer Konkurrenten.

Now that you’re ready to start driving traffic to your local business’s website, we recommend setting up Google Analytics tracking so you can monitor and keep a pulse on your efforts’ performance impact. Otherwise, everything will be a shot in the dark, with no clue if local SEO initiatives are leading to actual results (and additional revenue for your business).

If you have absolutely any questions or want to join the conversation, Twittern Sie @rankmathseo! 💬