Local SEO.

02 · THE BRIEFING

1. I
   When to consider it
   You have a physical presence (shop, workshop, lodge, restaurant). You rank poorly on craft + city queries. Your Google Business Profile is not optimised or your reviews are managed haphazardly. Often the moment.
2. II
   Why it matters
   Without framed local SEO, you leave craft + city searches to your direct competitors. That is 70 % of purchase-intent queries for B2C physical brands according to Semrush (professional SEO tool) 2026. The shortfall is invisible: prospects who look for you do not find you.
3. III
   What you get back
   A Google Business Profile well ranked on your craft in your target cities. Coherent info everywhere: NAP (name-address-phone identical across all directories). A readable LocalBusiness tag (tag for local business). Per-city content ranking on more precise queries.
4. IV
   How we run it
   We start with a local presence audit, before laying any content. Google Business Profile optimised, coherent presence on directories (Yellow Pages, Yelp, sectoral), LocalBusiness tag wired, long-form content per city. We work with your sales team, never replacing it.
5. V
   What it unlocks
   Qualified inquiries at the lowest acquisition cost of the marketing mix. A presence in the top 3 Google local pack results on your target cities. A clean base to amplify on newsletter and social networks behind.

We get back to you within the week · scoping before any quote.

04 · WHAT WE WON'T WRITE IN AN RFP

Local SEO is a direct acquisition tool. Not a Google presence box-tick.

Local SEO is only useful if you turn visits into qualified inquiries. Otherwise, it's bouncing traffic and a Google Business Profile that just reassures the board. The right question before signing: who on your side will respond to inquiries coming through the profile, in under 4 working hours? If the answer is fuzzy, the right order is sales pipeline framing first, then local. The broader agency vs freelance vs in-house debate sits here.

• 01

  Lowest-cost inquiries

  Craft + city searches turn into inquiries in 8-15 % of cases, vs 1-3 % on cold Meta Ads. Acquisition cost divided by 4 to 8 on B2C physical-presence brands.

• 02

  Google local pack held

  You show up in the first 3 local pack results (map block at the top of Google) on your target cities. That is 40 % of mobile clicks on craft + city queries. Maximum visibility without depending on Meta or Google Ads.

• 03

  Reviews turned into leverage

  Your Google Business Profile reviews become an acquisition channel, not a burden. Post-visit solicitation, response management, review tags to surface with stars in Google results.

• 04

  You keep local ownership

  Your Google Business Profile access, directory presence and procedures stay. If you change provider tomorrow, the local presence keeps producing. No dependency on an opaque someone.

05 · THE PLAY-BY-PLAY

Four steps. Six weeks for the base. Six months to see rankings move.

1. 01

   We audit the local presence.

   Full mapping: Google Business Profile, directory presence (Yellow Pages, Yelp, sectoral), reviews, Schema.org (opens in a new window) tags. Audit via Semrush (opens in a new window) (professional SEO tool) of positions on craft + city. Action plan prioritised by business impact before touching the profile.

2. 02

   We freeze the info and city scope.

   Name, address, phone harmonised across all sources, what we call NAP (name-address-phone identical everywhere). Target city list validated by you (3-8 typically for a Belgian SME). Sign-off before directory corrections. No silent drift.

3. 03

   We lay the base then feed it.

   Google Business Profile optimised (categories, photos, services, posts), directory presence corrected, LocalBusiness tag (local business) wired. First batch of 3 per-city contents (1 per priority target city) published alongside. No production freeze.

4. 04

   We compare 6 months before vs after.

   Local pack and organic positions tracking on craft + city in Google Search Console + Semrush. Inbound qualified inquiries volume monitoring via form and direct call. Dashboard wired directly to GBP statistics + Search Console. Notion handover to your team.

07 · NOT YET FOR YOU IF

Three cases where local SEO is not the top priority.

• You have no real physical presence.

  Without an address, workshop, store or client reception, **Google Business Profile** cannot validate over time. Local SEO becomes a chore that fights with Google on verifications. Better to invest the budget on national SEO and pillar content.

• Your sales pipeline does not follow incoming inquiries.

  A well-ranked profile brings 5-20 additional monthly inquiries. If they wait 48h for an answer or drop into the void, the cost will not be paid back. The right order is sales pipeline framing first, then opening the local floodgates.

• No one on your side will reply to reviews.

  Reviews left un-answered weigh negatively on local pack ranking. If no internal resource is planned to respond within 7 days (15 minutes per review), Google progressively demotes the profile.

We look at your local presence. We tell you what Google already shows and what it misses.