Optimizing a website for local SEO is essential for any business looking to attract local customers. This strategy aims to improve rankings in geographically targeted search results, boosting visibility and customer attraction in a specific area. With nearly half of all searches conducted on Google, a well-designed local SEO strategy enables physical businesses and local services to stand out from their competitors and attract qualified traffic through local searches.
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Google local SEO : what is it ?
Google aims to provide the most relevant and useful search results possible for internet user queries. They also take into account geographical proximity. As a result, Google has a local SEO ecosystem built around the search engine. Google in particular focuses on this specific area, which is why other search engines have implemented this feature.
Optimizing a company’s web presence involves local SEO efforts. It’s a process of improving visibility when people perform local searches related to their industry.
Google Ads complements local SEO by integrating all visible areas of the search engine. Google Ads also uses other levers in its SEO strategy.
Google local SEO : what are the benefits ?
Targeting a local search query
Local SEO is the process of optimizing websites for local search terms. This involves targeting internet users’search intentions at local businesses near their location. SEO experts believe that visible, nearby businesses have an advantage over other establishments. By targeting this search intent, web users can get in touch with customers looking for answers nearby.
Incite store visits
Google data shows that 76 % of people searching for a local business search on their mobile devices. In addition, Google searches show that 76 % of people making in-store visits are actively searching for the business.
Stimulate sales
Currently, local business searches on smartphones lead to a purchase in 78 % of cases. This high success rate stems from the fact that smartphone users are generally further along in their journey and are closer to completing their search. What’s more, local searches generally result in an online or in-store purchase.
Google local SEO tips : how to optimize your site ?
To deliver the best local results, Google takes into account 3 ranking factors :
- Proximity: Proximity to a surfer’s location.
- Relevance: Provide businesses relevant to web users’ requests and intentions.
- Reputation : Gain online authority through positive reviews and popularity through external links. The algorithm is based on these criteria and elements.
Therefore, local businesses should optimize their content and strive to meet these three ranking elements. Here are some tips on how to optimize your site for local Google rankings:
1. Optimize your site for local keywords
Keyword research is an important step in getting popular keywords on your site. Research popular local search terms to find keywords that will generate traffic to your website. Focus on keywords when creating content and implementing an SEO campaign to target each term.
2. Optimize your site for mobile browsing
More than half of all Google searches are performed on mobile devices. The nature of local searches and the popularity of mobile as a preferred search device means that Google seeks to understand their search intent by using location to find the most useful results based on their query.
3. Adding structured location data
Including the company’s address on its site helps Google determine its location. Search engines can associate specific regions or zones with this information through its association with search.
4. Designing a Google My Business page
Optimizing your Google My Business listing (see how to create your listing) is arguably the most important part of local SEO. It’s a free, easy-to-use tool that helps businesses manage their online presence on Google and local search. The Google My Business pages (see “Google Business listing”) and their elements affect how your business appears in search and on Maps.
5. Develop a good local netlinking strategy
Like natural citations in general, local citations are strongly influenced by a site’s popularity. Popularity is caused by the quality links made to it. Therefore, local SEO is not just limited to on-site optimization, but must also focus on off-site SEO and network links to boost website authority and relevance.
6. Get customer reviews and comments
Reviews are an important and powerful marketing tool. Google takes these factors into consideration when determining the trustworthiness of your Website. It looks at the number and quality of reviews your company has for its ranking algorithm.
7. Designing accounts on local directories
A business citation is an online mention of your business, including your name, phone number and address. Citations are important because they tell Google that your business is real and trustworthy. Many directories are nested according to business.
To optimize a site for local Google SEO effectively, it’s also best to hire a SEO expert on a freelance platform.
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