Short answer: local SEO means showing up when someone searches "your trade + your city" or "near me" on Google and Google Maps. The basics: one page per service and per area on your site, a complete Google profile, identical information everywhere and steady reviews.
The 10 actions
- List your customers' searches. For a florist: "florist Brussels centre", "flower delivery Brussels", "wedding bouquet Brussels".
- One page per service. "Wedding bouquets", "Delivery", "Flower subscription"… each with its own title.
- One page per area served, with real local content (access, hours, examples).
- A clear page title: service + city + business name.
- Your name, address and phone at the bottom of every page, identical to your Google profile.
- A complete Google profile. See the Google profile guide.
- Local directories: Apple Maps, Bing Maps, city and trade directories.
- Steady reviews. See getting more Google reviews.
- Real photos of your shop and your work, on the site and the profile.
- A fast mobile site: most local searches happen on phones.
Example structure for a hair salon
| Page | Target search |
|---|---|
| Home | hairdresser [city] |
| Colouring | hair colouring [city] |
| Men's cuts | men's hairdresser [area] |
| Weddings | wedding hair [city] |
| Area page | hairdresser near [area] |
How long does it take?
Indexing takes a few days to a few weeks. For a specific service in a mid-size city, page 1 can take a few weeks to a few months; in big cities, expect 3 to 6 months of steady work.
What about AI?
ChatGPT and other assistants rely on the same basics: clear, consistent information, reviews and mentions. See GEO for shops.
FAQ
Is local SEO the same as Google Maps?
Not quite: Google Maps depends mostly on your Google profile; local SEO also covers your website in standard results. Each strengthens the other.
Do I need a blog?
Not necessarily. For a shop, well-built service and area pages matter more. An occasional guide can help.
Can I do local SEO myself?
Yes, the actions above are doable. The hard part is consistency. Our Croissance plan handles it every month: see the plans.