Local SEO services

The local pack in Google (the map with three businesses) is fed by your Google Business Profile: category, services, opening hours, reviews, photos and the distance to the searcher. Your website strengthens that profile when it names the same services and places and is linked from the profile. If your site contradicts your profile (a different service name, a different address, an outdated phone number), the profile loses position.

Honest about the division of roles: Traze writes and publishes on your website and guards the alignment with your profile. You manage the profile itself, with a concrete checklist from us: categories, service list, Q&A, photos and a review rhythm. The profile stays in your hands and your site does what it is supposed to do. Check your technical base with the free Tech Scan.

Google's guidelines are clear: pages that only exist to rank for a place name and are otherwise identical are doorway pages. Yet a separate page per place is the right approach, provided it is really about that place. What works: which neighbourhoods you serve, how quickly you can be there, local examples or projects, prices that apply there, reviews from customers in that town, the questions you often get there.

Traze builds those pages with a structure that enforces the minimum parts and keeps the content unique per place. You supply the local facts (or Traze pulls them from your projects, reviews and team) and the page is written as if you had made it for that town yourself. A uniqueness check prevents two places from starting to look alike. Explore the programmatic SEO feature.

Number, recency, score and content of reviews weigh heavily in local rankings. Less well known is that AI assistants use them just as much: ask Perplexity for a good painter in Breda and the answer leans on review themes, not on your slogan. Reviews that name concrete services and places (‘window frames painted in Prinsenbeek’) are therefore worth their weight in gold.

Traze extracts the recurring themes from your reviews and works them into your pages: the concerns customers had, what they valued, which services they mention. You also get a simple review rhythm you can follow after every job. We never invent or buy reviews; it is about real customers in real places. Read how lead generation SEO connects reviews and content.

Local searchers are on their phones, often on the move. A page that takes three seconds to load or where the phone number is not tappable loses the customer to the next one on the list. Google and AI models also want structure: LocalBusiness schema (or more specific: Dentist, Attorney, RealEstateAgent) per location, with address, opening hours, service area and phone number, identical to what is on your profile.

Traze checks this per location, adds the schema where your CMS allows it and flags discrepancies in name, address and phone number between your site, your schema and the key listings. Multiple locations each get their own page and schema, linked from a locations overview. Explore the technical optimization feature.

‘Which dentist in Zwolle is taking new patients?’, ‘How much does a dormer cost in Amersfoort?’ Questions like these are increasingly put to ChatGPT and Perplexity, and the answer names three to five businesses. That selection comes from the same sources as the local ranking: pages that clearly name the service and the place, consistent business details, reviews and mentions in local directories.

Traze measures per service-location combination whether you appear in those answers and which competitor or directory currently holds the spot. Pages are sharpened accordingly: a direct answer at the top (‘Yes, we are taking new patients in south Zwolle’), price indications and an FAQ with the local questions. See our approach for dental practices.

The structure is the same everywhere, the content differs a lot. A dental practice targets treatment intent per place (‘crown Amersfoort cost’); a law firm targets practice area per region or court; an estate agent targets neighbourhoods, property types and price brackets; an installation company targets service per city plus urgency. Traze adapts the page types and question lists per industry. Read how we make law firms visible locally.

If you have one location with a small service area, a handful of strong pages is enough. If you work regionally or nationally with many service-location combinations, it becomes a programme of dozens to hundreds of pages, at a pace your site can handle. See local SEO for estate agents and property businesses.