Local SEO for more visibility to your local consumers

Local SEO (Search Engine Optimisation), or natural local referencing for search engines, is essential for local businesses. It is a real opportunity to get your services and products known by local consumers. Local SEO is even more important today, with the use of smartphones to carry out web searches. So why can you count on local SEO and how do you succeed in geolocalised SEO ? Here is our complete report.

Philippine Rucho
Published on
October 7, 2021
Philippine Rucho
min. read time
Local SEO for more visibility to your local consumers

Local SEO: what is the role of natural referencing for visibility ?

Local SEO is essential for different physical establishments. It will strengthen your presence on search engines. It is essential to guarantee your online presence locally in order to attract local clients to your shop, restaurant, or another establishment. Let's see what this local SEO is and how Google highlights companies based on the web users' geolocalisation.


Local SEO and its two forms of geolocalisation with Google

Google geolocalises companies according to two factors. The first is a localised search carried out by the web user. If they add a locality to their search term (e.g.: traditional restaurant Lille), the search engine will be able to present relevant results according to a specific location.

These results are offered to the internet user after optimising for local SEO. SEO work is carried out on the company's different web pages, but also on its Google My Business listing. The second way to obtain local results with Google does not rely on the web user adding a locality to their search term. The algorithms are designed to recognise certain words that require geolocalising.

This is the case when web users search for a company, such as “florist”, “mechanic” or “restaurant”. This geolocalisation process uses the web user's geographical position when they carry out a Google search. The localisation features on smartphones or computers ensures that the results local to the userare prioritised.


Local SEO to improve visibility on search engines

From 2006, local SEO has allowed a company to attract local customers. Google wanted web users to have more relevant, therefore geolocalised, results. Local SEO is about optimising the editorial content on the pages of your website for the different localities you choose. It could be for a particular town, a neighbourhood, but also a larger region or area, depending on your company's goals.

Local SEO comes as an addition to content optimisation in your area of expertise. This strategy gives your business the opportunity to rank on less competitive searches because they are more specific and fewer in number. Your company therefore has a better chance of appearing in search engine results. Your business will then be more visible to web users.

Local SEO is essential for companies that do not sell online (physical shops, restaurants, all kinds of agencies, etc.). It is also recommended when you do sell products online if you also have a physical shop. Geolocalised optimisation of webcontent is ideal for micro-businesses and small companies, as well as medium-sized enterprises and small-scale productions and restaurants. Local SEO may also be interesting for large retailers too, to establish a targeted local presence.


Local SEO: how to succeed ?

Local SEO involves two important points. The firstis the Google My Business listing, which works with Google Maps. The second involves creating optimised web content referencing the precise localities on yoursite, especially on the pages that present your services. These two strategies must be carried out simultaneously to enable your business to boost its presence among its local customers.


Local SEO with Google My Business

It is essential to focus on optimising your Google My Business listing in order to develop a local presence. For local SEO, there is certain information that should be completed, so it can be provided to clients. The more complete your Google My Business listing is, the better it will be ranked by Google's algorithms.

  • Ensure the company's contact details are entered : the telephone number, an email address, the postal address.
  • Don't forget to complete the opening times of the shop, restaurant, etc., as well as the peak hours.
  • Add high-quality photos and/or videos of the front of the business as well as the interior.
  • Choose the right business category carefully so you are not at risk of being misclassified by Google.
  • Add a very precise description of the products and services provided by your business.
  • Remember to add a link to your company's website, and a link to generate a route with Google Maps, etc.
  • Respond to both positive and negative reviews left by clients on your Google My Business listing.

Local SEO via your website pages

In order to boost your local visibility, it is also essential to implement an SEO strategy based on geolocalisation. Beyond thislocal SEO strategy, the website should meet certain criteria to allow the web users to find the information he or she needs.  

  • Establish a local SEO strategy for the website pages that present your company's services. Associate key locality queries with your company's field of expertise in order to position yourself with local customers.
  • Enter all your company's details : telephone number, contact email address, postal address, opening times.
  • Add a map to the contact page of your website to allow customers to locate your restaurant or shop.
  • Ensure you give your clients a responsive website with fast image and page load time and easy smartphone navigation.

Local SEO and the other important factors for company visibility

The most important part of a local SEO strategy is to combine the optimised content of your website and your Google My Business listing, but there are two other points that should not be forgotten. These allow Google's algorithms to optimise your search engine ranking.      

  • Make sure you are listed on the various online directory sites.
  • Make sure your contact details are the same everywhere (website, online directories, social networks) so that you don'tlose customers.
  • Also make sure that you are listed with the different GPS (Waze, Apple Maps, TomTom, etc.), in order to attract a largerquantity of clients.
  • Use geopositioning on your social media as well, in both your profile and your posts.

Google Maps and Google My Business are essential tools to boost your visibility locally. However, it is important to reinforce them with a clear and well-defined local SEO strategy. It is very useful to make your website's service pages appear in the first results of search engines in a specific locality. Local SEO is important to make your business known to your local customers.

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