Local SEO makes sure your business gets found when people in Zurich search for your service. The biggest levers: a fully maintained Google Business Profile, genuine reviews, locally relevant content on your website and structured data.
Why local search works differently
For searches like "accountant Zurich", Google shows a map section with three local providers next to the normal results. Whoever appears there gets a large share of the clicks. Local ranking follows its own factors: relevance (does your offer match the query), distance (how close you are to the searcher) and prominence (reviews, mentions, links).
Google Business Profile: the foundation
The free Google Business Profile is the single most important lever. Fill it out completely: correct primary category, all fitting secondary categories, opening hours, services, current photos and a precise description. A well-maintained profile often beats a better website with a neglected profile in local search.
Build reviews systematically
Ask satisfied customers for a Google review right after completing the work, easiest via a link or QR code. Reply to every review, including critical ones: it shows Google and prospects that the business is active. Bought reviews are off limits, they risk suspensions and lost trust.
Local content on your website
Your website should carry the location clearly: address and service area in the footer, a proper contact page with directions, and one dedicated page per core service describing it for your region. Important: no dozens of near-identical location pages, Google treats that as doorway spam. Few, substantial pages win.
Structured data and directories
With LocalBusiness schema you give Google and AI search engines your name, address, opening hours and geo coordinates in machine-readable form, our article on schema markup shows how. Also make sure name, address and phone number are identical everywhere: website, Google, local.ch, search.ch and business directories.
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