Local SEO: how to get found in Drenthe and Overijssel

With local SEO, you appear in Google when customers in your region search. Practical steps you can apply today.

When someone in Meppel searches for "timber yard nearby" or "web designer Steenwijk", you want your business at the top. Not a company from Amsterdam. Not a national chain. You - the entrepreneur around the corner.

That's exactly what local SEO does. It helps Google understand where you are, what you do, and who you do it for. In this article, I explain how to approach it step by step.

What is local SEO?

Local SEO is optimizing your online presence so you appear for searches with local intent. Think of:

  • "plumber Meppel"
  • "restaurant Steenwijk"
  • "website development Drenthe"
  • "rent a boat nearby"

For such searches, Google shows three things: paid ads, the so-called Local Pack (the map with three businesses), and organic results. With local SEO, you focus on the last two - without paying.

Why it works especially well in this region

In the Randstad, competition for local search terms is fierce. But in Drenthe and Overijssel, the playing field is smaller. That means:

  • Fewer competitors per search term
  • Faster results from optimization
  • Lower threshold to reach page 1

Many local businesses in this region haven't optimized their online presence yet. Those who do gain an advantage.

Step 1: Google Business Profile (formerly Google My Business)

This is the most important part of local SEO. Your Google Business Profile determines whether you appear in the Local Pack - the three results Google shows directly on the map.

What to do:

  • Claim your profile at business.google.com if you haven't already
  • Fill in everything: business name, address, phone number, opening hours, website, category
  • Add photos: at least 5-10 good photos of your business, products, or projects
  • Choose the right categories: primary category matters most. Be specific ("timber yard" instead of "shop")
  • Write a business description: 750 characters, with keywords woven in

Important: make sure your NAP details (Name, Address, Phone) are identical everywhere - on your website, Google profile, social media, and business directories.

Step 2: Collect reviews

Google Reviews are one of the strongest local ranking factors. Businesses with more and better reviews appear higher in the Local Pack.

Practical approach:

  • After each completed project, send a short message with a direct link to your Google Reviews
  • Make it easy: the fewer clicks, the more reviews you get
  • Respond to every review - positive and negative. Google values active engagement
  • Don't ask for fake reviews. Google recognizes patterns and penalizes them

A realistic goal: 1-2 new reviews per month. Over a year you'll have 15-25, and that makes a noticeable difference.

Step 3: Local keywords on your website

Your website must tell Google where you operate. You do that by incorporating local keywords in:

  • Page titles: "Custom websites in Meppel | ultimAItech" instead of "Custom websites | ultimAItech"
  • Meta descriptions: mention your region or town
  • H1 and H2 headings: "Web design for entrepreneurs in Drenthe and Overijssel"
  • Page text: naturally reference towns, regions, and your service area
  • Image alt text: "ultimAItech office Wanneperveen" instead of "office"

Don't overdo it. It must remain readable. But one mention of your town name per page makes a big difference.

Step 4: Structured data (LocalBusiness schema)

Structured data is code you add to your website so Google can read structured information. For local businesses, the LocalBusiness schema is most important:

{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "name": "ultimAItech",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "...",
    "addressLocality": "Wanneperveen",
    "addressRegion": "Overijssel",
    "postalCode": "...",
    "addressCountry": "NL"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "...",
    "longitude": "..."
  },
  "url": "https://ultimaitech.com",
  "telephone": "...",
  "openingHours": "Mo-Fr 09:00-17:00",
  "areaServed": ["Drenthe", "Overijssel"]
}

This helps Google link your business to a location. It takes some time to set up, but only needs to be done once.

Step 5: Listings in local directories

Every mention of your business on an external site (with consistent NAP details) strengthens your local authority. Relevant directories for this region:

Directory Type Cost
Google Business Profile Search engine Free
Bing Places Search engine Free
KvK Handelsregister (Chamber of Commerce) Official Included
Detelefoongids.nl Business directory Free basic
Openingstijden.com Business directory Free
Facebook business page Social Free
LinkedIn company page Social Free

Fill them all in with the same details. Inconsistent information (different address, different phone number) works against you.

Step 6: Publish local content

Google rewards websites that publish relevant, local content. A blog is ideal for this. Examples:

  • "What does a website cost in Meppel?" (local variant of a popular search query)
  • "5 tips for entrepreneurs in Steenwijk who want to sell online"
  • Project descriptions mentioning the client and location
  • Seasonal content relevant to your region

This strengthens your authority on local keywords and gives Google more pages to index.

Common mistakes

No mobile-friendly website. More than 60% of local searches happen on a phone. If your site doesn't work well on mobile, you lose most of your potential customers.

NAP inconsistencies. Your business name is "Houthandel Jan Sok" on Google, "Jan Sok Houthandel" on Facebook, and "Houthandel J. Sok" on your website. To Google, those are three different businesses.

No response to reviews. Google sees inactivity as a sign the profile isn't being managed. Respond within a week to every review.

Targeting too broadly. You won't win "best web designer in the Netherlands." You can win "web designer Wanneperveen." Start local, expand later.

How long does it take?

Step Investment Effect after
Fill in Google Business Profile 1 hour 2-4 weeks
Collect reviews Ongoing 1-3 months
Optimize website copy 2-4 hours 4-8 weeks
Add structured data 1-2 hours 2-4 weeks
Fill in directories 2-3 hours 4-8 weeks
Write local blog posts Ongoing 2-6 months

You'll see the first improvements within a month. Significant growth in local visibility takes 3-6 months with consistent effort.

Summary

  • Local SEO is the fastest route to more customers in your own region
  • Start with your Google Business Profile - that's the foundation
  • Collect reviews, optimize your website copy, and fill in local directories
  • In Drenthe and Overijssel, competition is low - those who invest, win
  • Consistency matters more than perfection

Need help with local SEO? At ultimAItech I optimize websites for local visibility - from structured data to content strategy. Schedule a no-obligation call →

← Back to blog