Search engines are constantly evolving to offer surfers an ever more comfortable navigation. The goal of these changes and evolutions remains the same: to improve the user experience and to offer the best possible results to the Internet users.
In this context of evolution, local referencing is today a very powerful lever for companies and organizations that rely on a local clientele and a limited catchment area. The geographical position is essential and your SEO strategy must be articulated taking into account this positioning criterion.
The importance of local SEO
The different criteria of local referencing
What is local SEO?
Overall, we all help each other with local SEO to do various Internet searches. When we are looking for a restaurant, a florist, a baker, a butcher or a gym for example, we want to discover the most relevant results, whether in terms of proximity or customer reviews.
Local SEO is part of SEO and can significantly improve your visibility in search engines. By building a local SEO, you will appear on various queries related to your activity in a well-targeted geographical area. This approach represents the ROPO behavior "Research Online, Purchase Offline" so search online to buy in-store.
Triggering local results in SERPs
Search engines and especially Google are based on 2 criteria to determine whether a search is local or not.
At first, if you type a query that includes a location (street, city, etc.), the search engine algorithm will understand that you are requesting a service with a specific geographic location.
In a 2nd time, it will also rely on the geo-location of your mobile, computer or tablet during your search. By using your location, he can determine the most relevant results around you. The SERPs are therefore customized according to your geographical location.
To analyze your position in the SERPs and simulate a place, you can use the tool I Search From.
To follow your position in the SERPs according to a location (city, region, country) and type of device (desktop, tablet, smartphone), you can use the SEMrush Position Tracking tool. Recently, it even offers targeting by zip code. This tool also allows you to see if your site generates SERP features for the keywords that interest you.
The importance of local SEO
If you own a local store, you have every interest in working on your local SEO to improve your POS positions and drive traffic to your store.
Internet users' queries
When you want to go to a restaurant close to the place where you are, you will at first make a search with a specific request of the type "restaurant + place, restaurant" or expressions of the type "where to eat at + place , where is the nearest restaurant ".
The results that will come out will, for the most part, be restaurants nearby and various information will be displayed: address, reviews, times, type of restaurant (Asian, Italian, etc.).
These queries tend more and more to increase with voice search that is closely related to local SEO.
If you do not work your local SEO, you have very little chance to appear in the SERP and reach those potential prospects. This will lead to hundreds or even thousands of missed customers. A huge loss for your business! In addition, local searches are very specific and ultra-qualified traffic, a boon!
Information about your institution
The other benefit of working on your local SEO is to display the different information related to your business when people are looking for you.
For example, if your schedules are poorly informed, you may lose customers! People are learning more and more about the Internet before moving. The person will go to your shop and will find themselves in front of a closed door: a pretty annoying situation that will benefit your competitors.
To show you the importance of information related to your establishment, here is an example of a restaurant in Nice:
Google My Business view
The information of the restaurant take all the screen on mobile! If you do not value local SEO and information about your business, you risk losing many customers.
As you well understand, local SEO is critically important to generating more leads if you target a specific area. Now that you know the interest of working this lever, I will present the different ranking criteria to put the odds on your side and maximize your position in the search engines.
The different criteria of local referencing
Like SEO, local SEO relies on many criteria related to SEO on-site and off-site. On the other hand, it has some subtleties.
The basis of local SEO: Google My Business
Developed by Google, this online directory offers all businesses and organizations the ability to create their own listing, feed Local Knowledge Graph and Google Maps.
By creating your Google My Business profile, you will be able to enter different information about your activity: name of your establishment, schedule, description, website, contact details, photos, etc.
Google My Business
With the latest updates, you can create posts within your listing by inserting a photo, a description and a call-to-action to your site for example. These posts are automatically displayed in search engine results and allow you to highlight various news about your company.
Linked to Google My Business, Google Maps is essential for your local SEO and you do not have the ability to edit the information displayed on this lever without going through the My Business area. Google Maps contains the content shown in your Business listing to display to users.
Local institutions enjoy a high profile in universal research. The information taken and displayed are various: photographs, schedules, opinions, type of cuisine (to stay in the example of restaurants); as much data to facilitate the browsing of Internet users.
Google restaurant nice display
It is effective to have a Google my Business profile but it is necessary that it is well informed. The fields to fill out are very important and will impact your local SEO.
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