More and more customers search locally — “web designer near me”, “SEO Rotterdam” — and increasingly they ask ChatGPT or Perplexity instead of Google. To get found locally in 2026, you need to play on both. Here is how.
What is local SEO?
Local SEO ensures your business appears for searches with a place name or “near me”. Think of your position in Google Maps, the local results and a strong Google Business Profile.
The building blocks of local visibility
1. A strong Google Business Profile
Fully completed, correct categories, photos and genuine reviews.
2. Consistent business details (NAP)
Name, address and phone number identical everywhere — on your site, in directories and on social.
3. Local landing pages
A unique, substantial page per city or service — no thin copies. See for example webdesign Amsterdam, SEO Rotterdam en webdesign Utrecht.
4. Reviews
Recent, genuine reviews boost both your ranking and your conversion.
And then AI: GEO
AI search engines increasingly answer the question themselves. GEO (AI search optimisation) makes sure your business appears in that answer: answer-focused content, structured data (schema) and consistent entity details. The techniques largely overlap with local SEO.
Step-by-step plan for local entrepreneurs
- Claim and optimise your Google Business Profile.
- Keep your NAP details consistent everywhere.
- Create a substantial page for each core service and key city.
- Collect genuine reviews on a structural basis.
- Add local schema markup (LocalBusiness, areaServed).
- Answer the questions your customers ask, literally on your site (for Google and AI).
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