Local search

From findability to conversion with Local SEO and SEA

Local Search

Local findability is essential for brands with physical locations, regional services, or local competition. Consumer search behavior is becoming increasingly specific: '[product] + [location]' is now a standard search query. Whether it's finding a car dealer, a dentist, or a hardware store — being visible in Google's local pack often determines who wins the customer. At Follo, we approach Local Search holistically. Not from separate silos, but as part of a single data-driven strategy. With FolloEngine as a foundation, we leverage both Local SEO and Local SEA in a scalable, smart, and measurable way.

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Be visible at the right time, in the right place

What is local search?

Local Search is about being found on location-based search queries. Think of 'bike shop Utrecht' or 'coffee bar near Amsterdam station'. These searches are often highly conversion-oriented and contain purchase intent. Moreover, the search result is different from national keywords: local businesses, reviews, directions, and Google Maps play a key role here.

For brands with multiple locations or services per region, there is a huge opportunity here. Yet we see that many companies miss out due to fragmented data, limited insights, or lack of a local strategy.

Local SEO and SEA in perfect synergy

Our approach

At Follo, we believe in the power of integrated search. We combine SEO and SEA from a single strategy, driven by data and locally tailored content. This way, we achieve maximum visibility and conversion at the local level.

With Local SEO, we ensure that your locations or services are optimally visible in Google Maps, the local pack, and organic results.
With Local SEA, we leverage ad positions focused on location and mobile use — perfect for searchers 'on the go' or 'nearby'.

We align both components based on local competition, search volume, and customer data. By smartly combining both channels, we prevent waste and increase local market share. We use insights from SEO to deploy SEA more effectively — and vice versa.

One local SEO/SEA strategy

Always integrated for maximum results

At Follo, we always strive for an integrated search strategy. Local Search is not a standalone channel but an important part of the broader search landscape. By bundling data, insights, and campaigns from SEO, SEA, and organic Shopping in FolloEngine, we create scalable strategies that perform optimally across all touchpoints. No channel thinking, but one search strategy for the highest return.

Real-time insights from local packs

FolloEngine

What sets us apart? FolloEngine. With our own performance stack, we continuously scrape local search results (local packs) in Google, so we know exactly:

Which competitors are visible locally
On which keywords your location does or does not appear
Which factors contribute to the local ranking (such as reviews, NAP consistency, structured data)
How performance develops per region

We use these insights to refine both the local SEO structure and advertising approach. Think of optimizing Google Business Profiles, local landing pages, or using local extensions within Google Ads. No standard approach, but fine-tuned to the local situation.

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Local SEO: from analysis to success with targeted optimization and monitoring

Automation & scalability per location

FolloEngine enables us to optimize locally on a large scale. We automatically create dynamic local landing pages per location or region, enriched with data, content, and structured markup (such as opening hours, directions, products/services).

Within Google Ads, we set up dynamic campaign structures that automatically respond to location + search intent (e.g., 'private lease Almere'), location-specific inventory, services or USPs, and users nearby through geotargeting and device targeting. This allows us to quickly expand to new regions or add locations without losing relevance or control.

Attract more customers with a strong local online presence

The benefits of our Local SEO approach

Google My Business optimization

Optimize your Google My Business profile for maximum visibility in local search results and on Google Maps. This significantly increases your findability.

Local keywords

A targeted local keyword strategy ensures that you are found on relevant searches in your region. This attracts the right visitors.

Local citations

Consistent business information and local citations strengthen your online presence and authority. This increases your position in local search results.

Review management

Positive reviews and active review management increase trust among potential customers and improve your visibility in local search results.

Strengthening local reach through programmatic

Local visibility doesn't stop at search engines. At Follo, we smartly extend Local Search through programmatic advertising, targeting specific regions and audiences. Think of:

Digital Out Of Home (DOOH): Dynamic ads on screens in bus stops, shopping centers, or gas stations within your region.
Digital Audio: Local targeting on platforms like Spotify or podcasts, tailored to listening behavior and location.

Thanks to our data warehouse and audience segmentation, we ensure that programmatic campaigns are fully aligned with your search strategy. This way, you not only build visibility but also brand recognition and trust — locally and effectively.

Technology + performance = results

Our approach is award-winning for a reason. We combine smart technology with clear performance goals. Thanks to our partnerships with Google (Premier Partner), Channable (Gold Partner), and Producthero (CSS Partner), we have access to the best tools and support. But what truly sets us apart is how we combine this technology with our own data and strategy. This way, we turn standard local campaigns into scalable growth strategies, where everything remains measurable and optimizable.

Whether you have ten locations or are active in multiple regions — with Follo, you increase your local visibility and conversion. No isolated actions, but one integrated approach that makes your brand locally indispensable.