Local SEO
Local SEO so nearby customers find you first
Google Business Profile, local landing pages, structured data and a review strategy that stays within Google’s rules. For businesses in Marbella, Málaga and across the Costa del Sol that want to win the map, including with customers searching in English, German or Dutch.
How local search works
Relevance, distance and prominence: the three levers of Google Maps
When someone searches for “dentist near me” or “property lawyer Marbella”, Google doesn’t show a list of websites. It shows a map with three featured businesses (the local pack) and the organic results underneath. Google’s own documentation says local rankings depend on three factors: relevance (how well your profile matches the search), distance (how close you are to the searcher or the location in the query) and prominence (how well known and well regarded your business is, online and offline).
Distance can’t be optimised: your premises are where they are. Relevance and prominence can, and that’s where most local searches are won or lost. A profile in the wrong category, a website without pages per service and location, or a thin set of unanswered reviews hands the spot to competitors who are sometimes further away than you.
Our job is to align the three layers Google cross-checks: your business profile, your website and what the rest of the web says about you.
- A complete, consistent and active Google profile
- A website with local pages that show genuine relevance
- Reviews, mentions and local links that build prominence
What’s included
Everything a local business needs to be visible
Categories and services
Your primary category is the strongest relevance signal on your profile. We look at the categories used by businesses already in the map pack and set your primary and secondary categories and service list with useful descriptions.
Attributes, hours and description
Special opening hours, service areas, languages spoken, accessibility, payment methods and a clear description without keyword stuffing that Google and customers understand at a glance.
Posts and photos
A simple plan for posts (news, offers, events) and real photos of your premises, team and work. A profile that is kept up to date signals an active business.
Customer questions
We answer common questions accurately on the Google surfaces where the feature is still available, and bring those answers onto your website too, where you control them.
Review strategy
Processes for asking every customer for a review, without filtering for happy ones or offering anything in return, plus templates for replying to each review, including the negative ones.
NAP consistency
Identical name, address and phone number on your website, your profile and the directories that matter. We audit existing citations and fix duplicates and outdated details.
Local landing pages
Pages per service and location with their own content: area covered, typical jobs, FAQs, how to get there. No cloned pages where only the town name changes.
LocalBusiness schema
Structured data with the right subtype (Dentist, LegalService, RealEstateAgent…), address, opening hours, service area and sameAs links to your official profiles.
Local measurement
Tracking of profile performance metrics, calls, direction requests and website conversions, split by location when you have several branches.
Factor by factor
What we do for each local ranking signal
The three official levers translated into concrete tasks, so you can see which part of the work affects which.
| Factor | What Google looks at | What we do |
|---|---|---|
| Relevance | Whether your profile and website match the search: categories, services, description and page content. | Category selection, service list, local pages per service, copy and schema aligned with the profile. |
| Distance | How close your business is to the searcher or to the location mentioned in the query. | It can’t be manipulated. We do set up your address or service area properly and create content for the areas you genuinely serve. |
| Prominence | How well known your business is: reviews (count and rating), links, press and directory mentions, the website’s organic position. | Review process, replies to every review, local links and mentions, quality directory citations, website SEO. |
Process
From a neglected profile to a steady source of customers
Local audit
We start by seeing what a customer sees: we search for your services from different points in your area and compare your profile with those showing in the map. We review categories, completeness, reviews, photos and how the profile connects to the website.
In parallel we crawl your citations in directories and social platforms to find inconsistent names, addresses or phone numbers, duplicate listings and old profiles that confuse Google.
Activities
Outputs
- Prioritised diagnosis
- List of citations to fix
Profile and data optimisation
We fix the foundations: categories, services, attributes, hours, description, photos and links. If there are duplicate listings or pending verification, we resolve it through Google’s official channels.
We make NAP consistent on the website and in the directories that matter for your sector, and implement LocalBusiness markup.
Activities
Outputs
- Complete, verified profile
- Consistent data across the web
Local pages and content
We create or rewrite your service and location pages so each one provides useful, distinct information. If you work in Marbella, Estepona and Benahavís, each page explains what you do there rather than repeating the same text.
We link those pages from your Google profile where it makes sense and connect them to the rest of the site.
Activities
Outputs
- Local pages published
- URL map by service and area
Reviews, authority and tracking
We set up a process for asking every customer for a review at the right moment (a message after the job, a QR code on the counter, a link on the invoice) and help you reply. We look for local mentions and links: associations, events, local media.
Every month we review profile metrics, map visibility by area and conversions, and adjust the plan.
Activities
Outputs
- Review system up and running
- Local visibility report
Costa del Sol
A local market that searches in many languages
In Marbella, Málaga and along the Costa del Sol, your local customer doesn’t always search in Spanish. British, Scandinavian, German, Dutch and Belgian residents, plus millions of visitors every year, look for services in their own language: “english speaking dentist Marbella”, “Zahnarzt Marbella”, “makelaar Costa del Sol”.
Google shows your profile in the user’s interface language and understands queries in many languages, but your website needs real pages in those languages to compete. We build multilingual versions of your local pages with correct hreflang, list the languages you speak on your profile and tailor content to what each community actually asks.
We also distinguish between businesses with premises open to the public and service-area businesses (renovations, cleaning, pool maintenance, home services). The latter should hide their address and define the areas they cover, and their content strategy is different.
Reviews within the rules, always
We don’t filter which customers are asked for a review (review gating), we don’t offer discounts or gifts in exchange for ratings and we don’t post fake reviews. Google’s policies prohibit it, and so does EU consumer law. We help you get more genuine reviews and reply well to all of them.
FAQ
Local SEO: common questions
How long does local SEO take to show results?
Profile changes (categories, services, details) usually show within a few weeks. Prominence, which depends on reviews, links and mentions, takes months to build. It depends heavily on the competition in your category and area, which is why we don’t give fixed timelines or guarantee map positions.
Can I appear in the map for a town where I don’t have premises?
If you’re a service-area business and you serve that area, you can say so on your profile and create content about it, although distance from your address will still count. What we won’t do is create virtual addresses or fake offices: it breaks Google’s guidelines and usually ends in a suspended profile.
Should I add keywords to my business name?
No. Google requires the profile name to be your real business name, as it appears on your signage and in your communications. Adding keywords or towns can lead to suspension. Relevance is built through categories, services and the website.
What should I do about a negative or fake review?
Always reply politely and specifically: future customers read your answer. If the review breaks Google’s policies (for example, it’s from someone who was never a customer or contains abuse), you can request removal through the official channels. A review can’t be removed simply for being negative.
I have several branches. Do I need a page for each?
Yes. Each location with its own Google profile should link to a dedicated page on your website with its address, opening hours, team, services and directions, each with its own LocalBusiness markup.
Does local SEO also help with AI assistants?
Increasingly, assistants recommend businesses based on map data, reviews and websites. A complete profile, a clear website and consistent mentions around the web are the best foundation. We work on this alongside our generative engine optimisation service.
Related
Related services and industries
Tourism & hospitality
SEO for hotels, holiday rentals, restaurants and experiences: more direct bookings alongside OTAs, Google Maps, reviews and searches in several languages.
Real estate
SEO for estate agencies and developers: area pages, property listings, local and multilingual SEO to win Spanish and international buyers beyond the portals.
International SEO
International and multilingual SEO: domain structure, hreflang, localisation and market-specific keyword research to grow from Spain into Europe and back.
Are nearby customers finding you?
We audit your Google profile, website and local citations and send you a prioritised plan.