SEO and visibility
SEO
for local businesses
Customers often type a service into Google together with the city name, for example “electrician Lublin”, and choose from the businesses they see on the map. We work to make sure yours is one of them.
How local SEO differs from standard SEO
The aim is visibility in Google's map results (the so-called local 3-pack) and in searches that include the name of a town or district. In map results, what counts is the distance from the person searching, the completeness of the Google Business Profile and reviews, along with the classic content factors of the website.
Visibility in Maps and visibility in standard results are two separate things, and each needs different work. A website can be technically well polished and still not appear on the map if the business has not completed its profile.
Google Business Profile: setup and management
We set up, complete and manage your Google Business Profile. A profile that someone set up and then left alone quickly goes out of date: hours, services and photos change, and reviews without replies stay on display.
A customer who arrives at a closed door may leave a negative review, and it will stay visible on the profile for months. That is why we update the hours, including holiday hours, well in advance.
- Primary and secondary categories chosen to match real searches
- Business description and list of services
- Photos of the interior, the team and completed work, updated regularly
- Opening hours, including holiday and irregular hours
- A service area instead of an address for businesses that travel to customers
- Posts about news, promotions and new services
- Replies to reviews, including critical ones
Reviews: a process you can plan
When choosing between businesses, customers look at the number of reviews, how recent they are and whether the business replies to them.
We help you build a repeatable process: a short request for a review reaches the customer right after the service is completed, while it is still fresh in their mind, not a month later.
We also reply to critical reviews. A factual reply shows future customers how the business responds to a problem.
Local pages that are not copies
For businesses serving several cities, we build separate local pages. They cannot be copies of one text with the city name swapped, because Google may treat such a set as low-quality content, and then instead of a rise in visibility you may see a drop.
That is why we write a dedicated section for each location: about the specifics of the local market, the districts where you actually work and the typical jobs from that area.
Our own local pages were built on the same principle, for example local SEO in Lublin and in Warsaw.
What we measure in local results
Positions in Maps vary and depend on where the user is searching from, so “we are in third place” on its own means little. We look at what can be counted unambiguously.
- Calls made directly from the profile
- Clicks for directions and visits to the website from the profile
- The number of reviews and how fast it grows
- Form enquiries broken down by city
- Visibility for keywords with town and district names
Consistent business details across the web
NAP stands for name, address and phone number. Google compares these details in your profile with what it finds in industry directories, maps and review sites, and inconsistencies lower its trust in the profile.
Most often we find several versions of the company name, old phone numbers and an address from before a move.
- Standardising the name, address and phone number across all sites
- Removing duplicate profiles if they were created by mistake
- Listings in industry directories that are indexed
- Structured business data on the website that matches the profile
Industries where customers look for a local business
The more a service requires a physical presence or travel, the more local visibility matters.
- Garages and car services: the customer looks for the nearest available slot
- Clinics, surgeries and physiotherapy: distance and reviews count
- Restaurants and venues: the choice is often made straight from the map
- Construction and renovation services: searches with a city or district name
- Play centres, wedding venues and event venues
- Cleaning, transport and other services that travel to the customer
In each of these industries, something different decides whether a customer gets in touch, so we write content separately for each of them. We have collected our work in our portfolio.
What affects the cost of local SEO
The cost depends on the number of cities and services. With several locations it rises, because each one needs its own content. We price every scope individually, including the profile on its own, and we prepare a free quote within 24 hours. Typical options look like this:
| Scope | What it covers |
|---|---|
| One city | Profile, reviews, a few local keywords |
| City and surrounding area | Profile, districts, service pages |
| Several locations | Separate pages and content for each city |
| Profile only | Setting up and managing the Google profile |
On pages for cities the business does not travel to. Enquiries from there usually end up with someone closer anyway, and Google may treat the whole set of such pages as low-quality content.
Working together
How we work together, step by step
Area analysis
We establish where you actually operate and where it is worth building visibility.
Profile and pages
We set up or tidy up your Google profile and build local pages with unique content for each location.
Reviews and growth
We set up a process for collecting reviews, reply to them and gradually extend reach to further locations.
Questions
Frequently asked questions
Yes. Google lets you set a service area instead of an address, which is standard for businesses that travel to customers. The profile then looks slightly different, but it works.
As many as you actually serve. Pages for cities you do not travel to risk being treated as low-quality content and a drop in visibility.
In local results, changes can come faster than in classic SEO, especially when the profile has not been managed before. The pace depends on the competition in the industry and the area.
Yes, it is part of the service: posts, photos, updated hours and replies to reviews. If you prefer to manage it yourself, we hand over guidelines and templates.
Related services
What else may be useful
Your city
Local SEO in your city
For each of these cities we have a separate page describing the local market and how we work with companies there.
Let's start with your Google Business Profile
We will check your profile for free and see what it is missing. All we need is your company name and city.