Local SEO
A set of strategies to improve a business's visibility in searches with geographic intent, such as "restaurant near me" or "hotel in Madrid".
Glossary
SEO glossary for hospitality
29 SEO and digital marketing terms explained with examples from food and drink businesses.
Google Business Profile
Google's free tool that lets businesses manage their presence on Google Maps and in local search results.
Local Pack
The 3 local-business results that appear on Google Maps when a search has local intent.
NAP
Acronym of Name, Address, Phone. NAP consistency across the web is a key local SEO factor.
Local Citations
Mentions of your business (NAP) in directories, websites and external platforms. They are a ranking factor in local SEO.
Online Reviews
Customer opinions and ratings published on Google, TripAdvisor and other platforms. They influence local ranking and the buying decision.
Long-Tail Keywords
Searches of 3 or more words, more specific and with less competition. Example: "romantic Italian restaurant in Malasaña".
Keyword Research
The process of researching and selecting the most relevant and profitable keywords for ranking a business on Google.
On-Page SEO
Optimisations made directly on the pages of your website: titles, meta descriptions, content, images, structure and internal links.
Meta Description
A snippet of text (155-160 characters) that appears under the title in Google results. It does not affect ranking directly, but it influences CTR.
Title Tag
The title of a web page that appears in Google results and in the browser tab. It is the most important on-page factor.
CTR
Click-Through Rate. The percentage of users who click your result out of everyone who sees it. Formula: clicks / impressions x 100.
SERP
Search Engine Results Page. The results page Google shows when you run a search.
Backlinks
Links from other websites that point to yours. They are an important ranking factor because Google treats them as "votes of confidence".
Schema Markup
Structured code that helps Google understand the content of your website. It lets rich snippets appear with stars, prices, hours and so on.
Rich Snippet
An enriched search result that shows extra information: stars, prices, images, hours and so on.
SEM
Search Engine Marketing. A digital marketing strategy that combines SEO (organic) and paid advertising (Google Ads) to gain visibility on search engines.
Local SEM
Paid advertising on Google with geographic targeting. Ads that appear only to users searching in a specific area.
Google Ads
Google's advertising platform for creating ads that appear in search results, on Google Maps and on the Display Network.
Search Intent
The real goal behind a user's Google search. It can be informational, navigational, transactional or local.
Core Web Vitals
Google metrics that measure user experience: loading speed (LCP), interactivity (INP) and visual stability (CLS).
Online Reputation
The perception users have of your business, based on reviews, mentions and digital presence.
Localised Content
Content created specifically for a geographic location. Essential in local SEO for restaurants.
Domain Authority
A metric that estimates how strongly a domain can rank on Google. It is measured from 0 to 100 and depends mainly on backlinks.
Indexing
The process by which Google discovers, crawls and adds your pages to its search index.
Google Search Console
Google's free tool for monitoring and maintaining your website's presence in search results.
XML Sitemap
A file that lists every page on your website so Google can find and crawl them easily.
Website Speed
The time your website takes to load completely. A ranking factor and a conversion factor: every extra second reduces conversions by 7%.
Mobile-First Indexing
Google uses the mobile version of your website as the main one for indexing and ranking. If your site does not work well on mobile, your ranking suffers.
