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I live in Europe where we have small countries and different languages, even in one country. I was wondering when we talk about local SEO or not. Is it 5,10, 50, 100 km around a central point in a town? Or is it related to population? Does anybody know how local SEO is defined on a examples in...

A customer of mine runs successfully a italian restaurant in Europe and he used to be in the top 3 in his town for italian food. Then fall back from top 3 to position 9-12, from one day to the other. 2 days later he got called that if he want to be back in position 2-3, he should pay... Now he...