Find out in this article what it is and how to do local SEO to attract more customers and visibility to your business!
The mobile search is a worldwide trend and Google revealed that 86% of smartphone users do shopping search using the device.
Google also reinforced the importance of mobile in organic searches, punishing sites that did not fit responsive web design .
Among the many changes caused by the new trends, one of them stands out: the importance of local SEO .
This strategy allows small and midsize businesses to be found in a simple Google search based on the local search algorithm.
To understand more about this universe, we will work on the following points:
- What is local SEO?
- What are the benefits of local SEO?
- How to leverage this Digital Marketing strategy?
- When to invest in local SEO?
What is local SEO?
SEO SEO , Search Engine Optimization, consists of page optimization of the site and domain as a whole to achieve organic positioning in search engines.
The strategy has been used for years by companies of different segments and sizes to improve page ranking on search engines such as Google, Yahoo, Bing, and others, and to increase website traffic and sales.
What then would be local SEO?
Local SEO is a strategy that targets other optimization alternatives to allow users to find a solution near where they are and thus have easier access to the service or product they are searching for.
For example, if you search for “Japanese restaurant” on your smartphone, Google understands that you are looking for a result near you that you can contact immediately and have the issue resolved, and you can move to that location. in the shortest time.
To this end it presents the results of nearest Japanese food restaurants according to their location at the time of the search.
Local SEO also works when a user searches for a “Japanese restaurant in freedom” type and will display the most relevant search results, even if the location is currently different.
This way, we can understand local SEO as an attempt by search engines to deliver more accurate and relevant results to the user.
But how can strategy interfere with a company’s Digital Marketing plan?
What are the benefits of local SEO?
The initial goal of local SEO is to be advantageous and practical for users, however, many businesses can benefit from the solution.
Mainly SMEs who find in this alternative a possibility to compete directly with larger companies.
They need to do this if they perform local optimization correctly and take Google algorithm updates into account.
Among the benefits of local search for smaller businesses are:
Attracting a new audience
Local SEO allows to attract potential customers who are close to the business but don’t know it yet, such as tourists , for example.
When researching and finding the close, well-rated business with all the accessible information, the first impression is already positive.
Increase in sales
As more people find the business by searching on their smartphones, so do the opportunities for sales growth.
Good service and quality of service or product offerings are essential to building customer loyalty through a local search.
Loyal customers make spontaneous advertising, so prioritize service quality and encourage positive reviews.
Most relevant online presence
Being between the organic results and the local search results is critical to increasing c user trust in the business and making it add value to the business image.
Local SEO offers several advantages for businesses in different areas and since Google’s “Pigeon” update, this kind of specification has gained more weight and allowed local businesses to stand out in search results.
In order for the company to have a prominent position among the results, however, it is critical that it follow a number of good practices related to local SEO, using relevant keywords and other search engine solutions. understand what the site really is relevant to that search.
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👉 Local SEO for Big Business: Learn How To Do It!
How to leverage this Digital Marketing strategy?
Like any Digital Marketing strategy it is necessary to work properly with local SEO so that it delivers the expected results.
Professionals working in the field for some years point out that search trends are becoming more local, directly impacting companies that have this concern – and also those that have not yet developed specific strategies.
Some tactics are almost unanimous among experts, and we separate those that have shown the best results.
Citation of local NET
The acronym NET references the three essential business information: name, address, and phone number.
This is the first information that should appear to the user who performs the search, as he will already have the option to contact or go to the location if he wishes.
According to an Inside survey, 41% of companies that have inconsistent NEP data have trouble ranking pages locally.
NET should appear on every page of the site, in case the user is browsing, and also as a direct result in search engines.
In the first case it is usual for these contact details to be in the fixed footer, in the second case the information can be added from Google My Business .
This data should not be added in image format as this will prevent the searcher from identifying it, it must also contain the area code in order to be able to relate it to a location.
Positive local ratings
One of the first elements that are observed when doing research for hiring a service or product is the evaluation of other consumers .
It is critical to leave this option enabled for users to rate and comment on the business.
If ratings are bad, use this feedback to investigate what needs to be improved, and invite loyal customers to do the ratings.
Disabling the trial box will give the impression that the company has something to hide and prevents the business from benefiting from the experience of other consumers who enjoyed the experience.
In addition to the rating option that appears directly in searches, as part of Google My Business information, a number of searches result in review sites or guides such as TripAdvisor, Guide of the Week, and local guides.
To appear in the results for these searches, it is critical to optimize the listings in these local directories, and to keep the information correct, as incorrect and outdated data in these directories is common.
Google My Business
As we have already understood, Google My Business is essential in a local SEO strategy, if you don’t have your business listed yet, start now !
Once you sign up for Google’s service, a number of features can be leveraged to optimize your site’s placement and make it more relevant to search engines, and especially the user.
Some of the configuration care that can be highlighted include:
- add a business description of more than 400 words, preferably with relevant links and terms;
- include the business in the appropriate categories;
- upload a variety of good quality photos, including a high resolution profile photo;
- add business opening hours;
- fill in the basic information correctly: name, address and phone number;
- enable ratings and comments option for customers.
With Google My Business filled in correctly, the chances of getting good local search results are growing considerably and providing the information in a more interesting and intuitive way for the user.
When talking about local SEO the responsive website is the basis of all strategy.
With mobile searches increasing exponentially and Google updating its algorithm to value this aspect, it is imperative that the user can access the site from any device.
Remember that a truly responsive site is otherwise organized on mobile to provide the most relevant information to the user without impairing navigability and intuitiveness in the process.
Company data should remain accessible and images must be configured to meet this demand.
Local SEO on pages
Local SEO requires some similar efforts to traditional SEO On Page when it comes to page optimization.
The most recurring tactics may already be known, but it is important to reinforce that if the goal is to be found locally, it is interesting to make local references in the content being produced.
You can cite the city or region on relevant aspects of the page, such as: page title , URL, image alt title, etc.
Local Content Marketing
Finally, relevance in a city or region is built on this subject.
Not through city facts, but content can be created that features the region’s top tourist attractions, talk about tour options, indicate typical regional events, and more.
In addition to content created for one’s own blog , backlinks and social networks remain relevant to this type of SEO.
According to a Moz survey , local backlinks influence positioning by 18.3%, while social networks accounted for 5.8%.
This shows that even locally, worrying about traditional strategies is critical.
To assist in the development of a publication more geared to Google’s local business requirements, it is possible to use plugins such as Yoast SEO and local Yoast SEO, among other tools that assist in the process.
When to invest in local SEO?
Following this series of tips and benefits about local SEO, the reader may wonder whether or not the strategy would be relevant to the company in which he works.
A good way to reflect on this is to think how many customers close to the business have been positively impacted.
If this isn’t an audience that has gained attention in Digital Marketing strategy, maybe it’s time to rethink acting online.
Stagnant sales may also indicate that the company is not adequately exploiting its potential with potential customers who are close to the business but do not yet know it.
Want more information about local SEO and how to develop a solid Digital Marketing strategy? Check out the complete guide to Local SEO !