Local SEO in Switzerland should be a priority for all businesses that depend on their visibility in a city or region.
– 88% of users performing a local search take action within 24 hours.
– It is crucial to optimize your Google Business Profile to improve local visibility.
– Regularly updating business hours is essential to maintain customer trust.
– Adding recent and engaging photos enhances the attractiveness of the profile.
– Requesting varied customer reviews promotes a credible image and increases the chances of attracting new customers.
88% of users who do a local search on their mobile take action within 24 hours. They call or visit directly.
In other words, if your business is absent or poorly presented, you lose customers without even knowing it.
In short, optimizing your local presence is an integral part of a successful digital strategy.
What is local search?
A local search is when a user types a “profession + a location”: for example, “Locksmith Bern”, “Restaurant Lausanne”, “SEO Agency in western Switzerland” or “Dentist Fribourg”.
Google considers most of these queries as transactional. In other words, a person typing “graphic designer Lucerne” is actually looking for a service provider, not a blog article.
In response, Google displays the famous “local pack”: a Google Maps map with three featured establishments.
A study by Localsearch (in german) shows, however, that a large number of businesses still neglect their online presence. Many rely on word of mouth, events, or paper advertising.
Thus, their Google Business Profile (GBP), although free, is often absent or incomplete.
Perhaps because the company or business thinks “free = no value”.
Nevertheless, an optimized listing has a huge impact on visibility.
Very frequently, Google automatically creates a listing with false or incomplete information, giving a poor image.
Working on this listing can truly transform your local visibility. A well-maintained and regularly updated listing increases your chances of appearing in Google Maps and even in the “3-pack”.
Here are three simple actions to improve your local presence.
Three simple and quick things to implement
1. Regular updating of hours
It seems basic, but many establishments (including post offices or hairdressers) leave obsolete hours.
A concrete example: A hairdresser in Zurich indicating they are open on Monday afternoon during the famous “Sechseläuten” celebration (the salon is, of course, closed).
Result: frustrated customers at the door and a loss of trust.
In Switzerland, hours vary greatly according to cantons (public holidays, school holidays, etc.), so make it a habit to update them regularly.
2. Photo gallery
Customers want to see before choosing. Too often, you find dull photos or those from Google Street View. Instead, add recent photos of your team, your products, or your achievements. A bakery in Fribourg showing off its pastries of the day is far more likely to attract than a listing with no visuals.
3. Customer reviews
Reviews directly influence the decision. However, aiming for the perfect 5-star is unnecessary. A realistic score between 4 and 5 is more credible than a suspicious series of 5-star ratings.
A good practice is to set up a small process (sometimes automated) to ask for a review after each service.
A simple email, SMS, or QR code on the counter is enough. Absolutely avoid fake reviews, as Google detects them and can suspend your listing. And believe us, recovering a suspended profile is a nightmare.
A winning investment
A well-managed Google Business Profile listing is a real visibility lever. Beyond a website or social networks, it’s a pillar to attract new customers.
Take the time to update your information, add photos, and collect reviews. You will quickly see the difference.
If you need support for your local SEO strategy, do not hesitate to contact us, we would be delighted to offer you a clear and precise action plan to improve your visibility in your city and region.
Ready to talk about your digital strategy?
Your website is more than just a showcase. With SEO, it can become one of your strongest tools to win new clients.
I am an SEO consultant and digital marketing trainer with 20 years of experience supporting Swiss B2B SMEs.
My specialty is improving their online visibility through a “done with you” approach, which actively involves and trains their internal teams to achieve effective results.
Fluent in French, German (including Swiss German), and English, I adapt each strategy to the local market to effectively reach all regions of Switzerland.
From comprehensive technical audits to hands-on implementation—including keyword research and content creation—I guide my clients toward sustainable growth while respecting their company identity and values.
My mission is to share expertise so that every project becomes a true driver of long-term success.