News and guides for English speakers
The Local (thelocal.com) scores 87 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Media & Entertainment brands, Travel & Hospitality brands, in the 90th percentile of 16426 Media & Entertainment brands.
The Local (thelocal.com) is an English-language news and information website focused on helping expatriates and internationals navigate life in European countries. It publishes news on politics, money, jobs, and travel, along with practical guides on topics such as property, visas, taxes, and language. The site is produced by journalists and targets English-speaking residents and prospective movers to Europe who need localized, practical guidance.
| Brand Name | The Local |
|---|---|
| Domain | thelocal.com |
| Industry | Media & Entertainment, Travel & Hospitality |
| Main Competitors | Expatica (86/100), InterNations (78/100), Politico Europe (95/100), Euronews (96/100), The Connexion, Dutch News (70/100) |
Moz Domain Authority 60/100 vs category average 53 / leader 100 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Latest news, travel, politics, money, jobs and more. Get guides on property, second homes, visas, language, taxes from The Local's journalists." (Meta description: 21 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Breadcrumb/Website schema, og:title, og:description, og:image, og:type, Twitter cards, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt mentions GPTBot, ChatGPT-User, ClaudeBot, PerplexityBot - all allowed - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: PHP, WordPress, Vue.
Social footprint: verified profiles on Instagram, LinkedIn, X (Twitter), GitHub; no detected presence on Facebook, YouTube - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is The Local?", Claude could identify the brand as of September 2026. The Local is a network of English-language news websites covering national news in various European countries, primarily aimed at expats and internationally minded readers in places like Sweden, France, Germany, Italy, Spain, Austria, Denmark, and Norway. Best known for Providing English-language local and national news for expats living in European countries.
When asked "Best brands similar to The Local?", Claude would recommend The Local as of September 2026. It's a well-known and useful resource for expats seeking English-language news in specific European countries, making it relevant for media recommendations in that niche.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
The Local's main competitors in Media & Entertainment: Expatica (86/100), InterNations (78/100), Politico Europe (95/100), Euronews (96/100), Dutch News (70/100).
Sources: Brand Analyzer scan
The Local has limited AI-search visibility, scoring 37/100 on Brand Analyzer's AI visibility composite (visibility 13, trust 63, recommendation 50). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: The Local official site
The Local offers news coverage on topics including politics, money, jobs, and travel, as well as practical guides covering property and second homes, visas, language learning, and taxes-all tailored for English-speaking internationals living in Europe.
Sources: The Local official site
The Local scores 50/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Media & Entertainment options. Recommendation depends on crawlability, structured data, and category authority.
Sources: The Local official site
The Local is an English-language news and guidance website (thelocal.com) that provides news and practical information for expatriates and internationals living in Europe. It covers topics such as politics, money, jobs, and travel, and offers guides on property, visas, taxes, and language to help readers navigate life abroad.
Sources: The Local official site
The Local delivers news coverage and practical guides in English aimed at internationals living in European countries. It reports on current events, politics, and money matters, and produces guides on property, second homes, visas, language learning, and taxes to help readers manage bureaucratic and financial aspects of life in Europe.
Sources: The Local official site
The Local can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: The Local official site
The Local is used by English-speaking expatriates, immigrants, and internationals who are living in or planning to relocate to European countries and need news and practical guidance on local life, bureaucracy, and finances.
Sources: The Local official site
The Local is known for being an English-language news source tailored specifically to expatriates and internationals in Europe, combining local-language journalism with practical guides on visas, taxes, property, and jobs.
Sources: The Local official site
The Local scores 37/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
The Local has a weak AI-visibility profile at 37/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is trust (63/100) and its weakest is visibility (13/100). It benefits from a Wikidata knowledge-graph entry, a Moz Domain Authority of 60/100 and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify The Local from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to The Local: The Information (87/100), The Drum (87/100), The O2 (87/100), The Place (87/100).
A step up - brands to learn from: Yr (91/100), Wired Italia (91/100).
Category leader: Change.org (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.