Local SEO: Basics & Tips

What is called the Local Search Engine Optimization (SEO), optimization for local search engines is increasingly highlighted. Whether restaurants in Paris, lawyers in Lyon or the nearest toy store in Dijon: local research are present in the daily lives of many people. If you position yourself properly online, you will increase your scope and automatically stimulate your belongings.

The local SEO and its optimization for regional companies

THE Local marketing online is an important instrument for small and medium -sized regional enterprises. Indeed, many users are looking for products or services specifically in a territory, in a city or a neighborhood: local shops and businesses want to be easily found by local customers. The potential for attracting and acquiring new customers is large if your establishment is clearly indicated and visible during local research, such as « hairdresser in Strasbourg ».

To do this, it is important to do their maximum in order tobe found by the target group. For the local SEO, the optimization of the web presence for local research is central, the aim being to be able to appear in the results of a local web query. A local referencing strategy is part of the classic optimization for search engines, but acquires an increasingly important place.

The three main factors for good positioning in local search results are:

1. Relevance: To what extent does the company correspond to the research request?
2. Distance: How close to the company is close to the user?
3. Notoriety: What is the online popularity of the company?

Local SEO objectives

For local requests, Google lists the most known companies in evidence on the results page. The main goal of the local SEO is therefore to have a place in the traditional 3-pack : that is to say the three search results that are displayed by Google Maps.

The user thus finds the first results of the local research with in addition a specific link indicating the locations of the results on the Google Maps card. In addition to location, information on opening hours, contact details and assessments Also visible, allowing the user to make a decision. By clicking on the establishment of your choice, additional information is displayed, such as the website of the establishment via the « Website » button, as well as the management and journeys to get there as quickly as possible, by pressing the « itinerary » button.

Fusion of concepts online And offline

Google has continuously improved local research for years. The reason is simple: online research for local purchases is one of the most popular uses of the search engine. Most people take action After carrying out local research : They contact the store, or go there directly. The strict separation between online and offline has not been topical for a long time. This scheme, in which users go from online research to offline purchase, is called ROPO effect (Research online, Purchase offlinethat is to say « search online, buy in store »).

In addition, local research is carried out mainly with mobile devices, confirming the general trend. L'Mobile Optimization is therefore closely associated with the subject of the local SEO.

The 3 elementary steps for a local web referencing

A Effective Local SEO strategy is based on three steps to reach the highest rank in the SERP (page of results of a search engine). This is based on a good interaction between these three parts: the creation of a corporate profile on Google, optimization on-page and quotes.

Step 1: Google corporate profile

A complete Google corporate profile (formerly called Google My Business) is a prerequisite and essential to appear in the « 3 pack » and be easily found on Google Maps. Without this profile, you will not be listed. Indeed, the signals Sent by the Google corporate profile is among the most important local classification factors.

All information are used by Google for the classification of local research. The more complete your profile, the more the chances of being classified are high. In addition to contact details correct, companies and shops must also include a short and relevant description as well as the business category that corresponds to their activity. Adding photos (for example store storefront) is a good idea. Photos, opening hours and comments are directly displayed next to local results.

Step 2: On-page optimization

The rules that apply for classic SEO are also valid for local referencing. It is essential to optimize your website both in terms of technical and content quality. The most important factors are:

• A good website structure with sitemap
• Logical and fluid navigation with internal links
• A clear url structure

The content must also be interesting and convincing: optimized metadata are as relevant as the unique content with a clear structure. He must be written consistently. The whole name of the company and the complete and updated contact details are the basis of the necessary information on your profile. In addition, as much information as possible, as long as it has an added value, is often beneficial.

On-page optimization is only one of the two main SEO disciplines with optimization off-page. By creating a profile backlink (« Back link » in French), that is to say a profile of incoming links of relevant sites, in particular blogs, newspaper articles or municipal gates, you can increase the success of your local referencing strategy.

Step 3: Quote

Quote is the last step in this strategy and can be classified as off-page optimization. Like classical referencing (where Google sees backlinks as recommendations), data Nap (English Name, Address, Phone) are perceived as recommendations when talking about local referencing. Publish your NAP data consistently and on trust platforms to positively influence your ranking.

The quote may appear in many different contexts and on various platforms such as Blogs, forums, articles, press releases, comparative sites, directories or professional directoriesetc. It is obviously possible to do it yourself, especially for the directories, but the content must always remain consistent. Above all, make sure that the name of the company is properly spelled, as well as its address and contact details. The accuracy of this data is indeed crucial for good SEO. Other criteria for carrying out a good quote are also the right assignment of photos, the right categorization of the company, the opening hours correctly indicated, as well as a full profile and consumer comments on portals or on Google Places.