Local SEO
Location-based visibility for businesses with physical presence: local page networks, business profiles and proximity signals.
Let's talk about your project- 15
- years working location-based visibility
- +2.000
- business profiles reviewed across network projects
- 48 h
- to reply, at most
Brands we've worked with
Do any of these situations sound familiar?
In local search the decision happens nearby and fast. The problem is rarely effort: it's unmanaged profiles, pages competing with each other and nobody watching the business location by location.
The business is searched by area and doesn't show on the map
There's clear demand from people searching nearby, but the same competitors keep showing up and nobody can explain why.
The site has city pages and none of them rank
Pages were generated per location by swapping the town name, and now they compete with each other instead of adding up.
The network grew and the information stopped matching
Different hours, addresses, phones and services depending on where you look: site, profile or internal locator.
Each store manages its own business profile its own way
No shared criteria: different categories, uneven photos, unanswered reviews and duplicate profiles nobody claims.
A new location opens and takes months to get visibility
Every opening starts from scratch, with no repeatable model to make it perform from week one.
Local traffic holds but store visits don't come
The report shows impressions and clicks, and nobody knows how many calls, directions or in-store sales come from them.
Four fronts we always review
The weight changes with how many locations you have and who maintains them, but all four fronts get reviewed in every project.
Business profiles and map presence
Each location existing once, properly categorised, with the information that decides a visit: hours, services and how to get there.
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- Inventory of real, duplicate and unclaimed profiles
- A single repeatable naming criterion for every location
- Primary and secondary categories plus attributes per location type
- Commercial citation: matching data across profile, site and locator
- Consistent data across profile, site and locator
- Guidelines so the team or franchisee maintains the profile
Local page architecture
Deciding which local pages deserve to exist, what they contain and how they link, so they don't compete with each other.
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- Which level to target: store, neighbourhood, city or province
- A location page template with content that isn't filler
- Store locator: how each location is discovered and linked
- Consistent titles, H1s and local business structured data
- Cannibalisation between locations and between service and city
Reviews, photos and local reputation
Reviews and photos no longer left to chance: request, response and publishing criteria your existing team can sustain.
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- Review volume, rating and pace location by location
- How and when they're requested, without incentives or practices that could cost you the profile
- Business delivery in reviews: what validates or contradicts the commercial message
- Reputation-crisis anticipation: warning signs an assistant could summarise badly
- Reviews naming a specific staff member: why they're a risk
- Photo criteria: what gets uploaded, what doesn't and who reviews it
- Response guidelines, negative reviews included
Per-location measurement
Knowing which location gains visibility, which loses it, and how much of that becomes a call, a route or a sale.
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- Map and organic visibility per location and radius
- Calls, direction requests and forms attributed to the location
- Comparison between locations of similar size and market
- A tracking view leadership can actually read
Whoever searches nearby decides before reaching your site
That's why the work doesn't end on the site: the profile, the review and the location page are one single thing to someone ten minutes from your door.
Is there one profile per location?
Duplicates, unclaimed profiles and badly marked closures.
Is the category right?
The primary category decides which searches you enter.
Does the commercial citation match everywhere?
Name, address and phone identical across profile, site and locator.
Does the data match everywhere?
Hours, address and phone across profile, site and locator.
Does the location page add anything?
If only the city name changes, it isn't worth having.
Do locations compete with each other?
Cannibalisation between city, neighbourhood and service.
Do reviews confirm what the business promises?
Business delivery: what repeats well and what repeats badly.
Do reviews come in at a healthy pace?
Volume, rating and responses, location by location.
Are there reputation-crisis warning signs?
What an assistant could summarise badly before it becomes a crisis.
Does every location publish the same thing?
Identical posts across the network add nothing.
Do you know which location brings business?
Calls, routes and sales attributed to the location.
The other answer
An assistant is already summarising your store with whatever it finds
When someone asks about a nearby store, the summary doesn't come from your site: it comes from the profile, the attributes and above all from what reviews repeat. You can't write there directly, but you can change the material it's written from.
What's already said about each location
We read the latest reviews and group what repeats well and what repeats badly: service, waiting times, stock or orders.
What of that is service and what is visibility
Part of what drags a location down isn't fixed with SEO. We say it plainly and pass it to whoever can fix it.
Which data is still unpublished
Services, attributes and ways to buy that exist in the location and aren't on the profile: if they're missing, they don't get summarised.
What could be summarised as a problem
Warning signs in reviews that an assistant could amplify: we anticipate the reputational crisis before it shows up in a summary.
Who does it?
Senior profiles who have worked store networks, clinics and dealerships. Whoever reviews your project signs the recommendation.
Why Laika?
Because a badly ordered network competes against itself.
When every location publishes whatever it wants and every city has its empty page, effort gets split across pages that don't sell. Ordering that is worth more than launching ten new pages.
The real map first, the plan after
Almost no local project knows how many profiles it really has. Until that's clear, any plan is built on an assumption.
No filler city pages
If a location has nothing to say, its page doesn't help: it competes with the ones that sell and dilutes the whole network.
Guidelines the team can sustain
We work with what your team or franchisee can maintain each week, not an ideal protocol nobody will follow.
Measured in business, not impressions
The question isn't how many clicks came from the map, it's how many calls, routes and in-store sales came out of it.
Frequently asked questions
Does it work with a single store?
Yes, though the work changes: the profile, the reviews and the business page matter more than architecture.
Do you manage the business profiles day to day?
No. We define the criteria, the category, the information and the guidelines, and your team or each location maintains them. That way the knowledge stays in-house and doesn't depend on us.
We have city pages that don't work. Should we remove them?
Some of them, yes. If a location has nothing of its own to say, its page competes with the ones that sell. It's decided one by one: merge, rewrite or retire.
Can AI summaries of our locations hurt us?
Yes. An assistant summarises what reviews, attributes and profile data repeat. If a service issue keeps showing up in reviews, the assistant will turn it into the location's narrative. We read that as an early warning and flag it before it becomes a crisis.
How long until I see results?
The first findings and decisions land within weeks. Impact on visibility and revenue depends on your platform and your team's implementation speed: on mid-sized projects we usually talk about three to six months for solid movement.
I worked with another agency and it didn't work. Why now?
What usually fails is judgement, not effort: tasks get executed without deciding what matters. Before proposing anything we review your data, and if the problem isn't visibility we'll tell you, even if it means not selling the project.
Tell us how many locations you have
With your locations, who maintains the profiles and which markets matter, we can tell you whether you need a review or a network strategy.
Want to show up where the decision happens, nearby?
We look at your locations, your profiles and your local pages before proposing anything.
We look at your project before proposing anything. Reply within two working days at most.
Talk to us about your locations