Local SEO – Google Business Profile, local pack and Google Maps.

Local SEO (local search engine optimization) optimizes your online presence for local search queries like 'dentist Zurich' or 'carpenter Winterthur.' It encompasses Google Business Profile optimization, local citation building, review management, and local on-page optimization. Goal: Top placement in the Google Local Pack and Google Maps.

Google Business Profile (formerly Google My Business) is your free listing in Google Maps and the Local Pack. It shows your opening hours, address, phone number, photos, reviews, and posts. A fully optimized Google Business Profile is the single biggest lever for local visibility.

The Local Pack (or Map Pack) is the block with 3 local results and Google Maps that appears at the top of local search queries — even above the organic search results. Those in the Local Pack receive up to 44% of all clicks for that search query (according to BrightLocal). Local SEO primarily aims to appear in these 3 spots.

At DLM Digital, local SEO starts at CHF 300 per month — Google Business Profile, local keywords, citations and NAP consistency, review strategy and monthly reporting. If you also need technical SEO, ongoing content production and link building, full-service SEO starts at CHF 800 per month. A one-time SEO audit starts at CHF 1,500. First local results are often measurable after 4–8 weeks.

Reviews come through systematic asking: After every job, a personalized email or SMS with a direct review link. QR code on invoice or business card. Automated review follow-up via CRM. Important: Respond to EVERY review — positive and negative. This shows Google and new customers that you're engaged.

Google Maps SEO is the part of local SEO that targets the map result: your business should appear when someone searches Google Maps or the map box for your service nearby. The main levers are the correct primary category, a fully completed Google Business Profile, your own real photos, correct opening hours including holidays, consistent NAP data across all directories, and the number, recency and handling of your reviews. The distance between searcher and your location is not something you control — everything else is.

Local SEO targets Google's map results and location-based listings: Google Business Profile, local pack, Google Maps, citations and reviews. GEO (Generative Engine Optimization) targets being named as a source inside the answers of ChatGPT, Perplexity, Gemini and Google AI Overviews — there are no positions and no map there, only mentions and citations. The two complement each other but are methodically different. This page covers the local part; the AI side is described on GEO Agency Zurich.