In recent years, local SEO has become increasingly important. Whether you are a craftsman, a merchant or a liberal profession, your visibility on the internet goes through a “local” optimization of your SEO. How to be well referenced locally without using AdWords? We wanted to give you some answers to this question. The theme of local referencing being very broad, and even very complex, we will not be bright to address all the aspects of the subject, but only the points which seem to us the most important
What is local SEO?
Being well referenced in general is appearing at the top of Google’s search results (and more…) on some relevant queries. For example, if you appear in the first results of Google on the search “How to improve my local SEO,” you are by definition very well referenced on this query.
Target the right keywords
Google’s tools do not provide on-page optimization of your site and the laborious but necessary work of conventional SEO (keywords, content, links). If you are interested in local SEO services in USA, you are most likely a trader, an artisan or a liberal profession. In any case, someone who seeks to target a local audience, which corresponds to your catchment area for example. You’re looking to make your brand and your business more visible in search engine results and Google in particular. The basis of any web strategy is targeting the right keywords. To know exactly which phrases typed by Internet users in Google, you can use ” Google Keyword Tool.” You will be able, thanks to this tool, to know for example if “buffet at will Nice” is more or less sought after than “restaurant at will Nice.” Do not also hesitate to use the associated research module.
Fill in the phone number and the address on your pages
Still, on the optimization on-page, remember to indicate in as many pages of your site your address and your phone number. The phone number is a geolocation indicator widely used by Google, according to all the best SEO experts. Also, by showing your address in several places on your site, you improve your referencing on queries that use the name of your city. The idea is to make achieve phone number and postal address on all your pages. The footer (footer of your site) allows doing this very easily and in a very clean way. By making your contact information very visible, you will also facilitate contact with your prospects or customers. SEO strategy and marketing strategy sometimes go hand in hand.
Local netlinking and business directories
Apart from the content and keywords, referencing goes through net linking, that is to say by the search for backlinks. You can read our article on the fundamentals of net linking to learn more about the subject. The backlinks are all the links that point to your site and that come from sites outside yours. Generating backlinks on his site is essential to be well positioned in the search engines and Google in particular. It is from the quantity and quality of backlinks that Google calculates its famous indicator: PageRank. To improve your local SEO, you must try to get “local” links. Local links will help improve your overall SEO but also more specifically your local SEO.
To obtain external links, you can target the local information sites, local association sites (merchants for example), the website of your town hall, your tourist office or the site of the Chamber of Commerce and industry in your area. You can also target local blogs that have a theme close to yours and offer them to write a guest article (guest-blog). Lastly, you can exchange links with partner companies that offer services or products that are complementary to yours and located near you geographically.
Register on Google My Business
As we saw at the very launch of this article, the Google My Business block is what pages appear at the top of the local results. Being well referenced locally is partly present on Google My Business. This tool, very effective, has become unavoidable. Google My Business, which existed thrown in June 2014, merged services previously offered by Google Places and Google + Local. The My Business block, at the top of the local SERPs, shows the contact information of three local professionals. It is essential to subscribe to this service to gain visibility in the results of Google. Specifically, you need to start by registering your business on Google My Business. The registration process is fast and simple enough: you start by locating your business on Google Maps, you create a Google + page (it’s required), or you connect to the one you already have, you confirm that you are the right one owner of the sign and finally complete your Google My Business profile. You will need to fill in the name of your company, your address, your telephone number, your sector of activity. Be specific about the industry. You willpower also be asked to indicate your opening hours, your complimentary services (free Wifi, free parking, etc.). Add some pictures of your company, its premises, etc. You can even add if you are motivated, a virtual visit of your hair salon, your shop or your restaurant. This Google tool is completely free, and you can modify your information at any time (for example if you decide to change your opening hours).
Get feedback/customer reviews
How to appear on the Google My Business block in the first three results that appear? How to be easily accessible on directories, which we have seen often appear just under the block Google My Business? Answer: by getting feedback and customer reviews. To Progress your local SEO, it is essential to go fishing for comments. There are several possible strategies for obtaining customer reviews. Here are a few (short list, and therefore far from exhaustive):
Ask your satisfied customers to post a comment in a particular directory, especially Google + because it is the reviews on Google + that appear in Google My Business.
Encourage users who visit your site to submit a customer opinion on this or that platform through well-highlighted widget buttons.
Show emails to your clients to ask them to submit a notice (newsletters, order confirmation emails, etc.)
Use social networks to invite your customers or those who love your brand to submit customer reviews. Customer reviews are inseparable from web 2.0.
First observation: the majority of local searches are done using mobile devices – smartphones or tablets. Second observation: more generally, mobile browsing continues to grow. For over a year, mobile internet browsing has gone beyond desktop browsing. Third observation: Google has recently updated its algorithm to highlight mobile-friendly sites, that is to say, the sites that appear as well on a computer screen as on mobile screens. This update makes it possible to reward sites that are making efforts to adapt to all navigation media. So, all things being equal, a mobile-friendly site will have a better reference than a site displaying badly on mobile. Faced with these three facts, offering a mobile-friendly site becomes a necessity. To see if your site is shown on mobile, you can use Google Page Speed. This tool, developed by Google itself, allows knowing the performance of its site on computer and mobile. Google gives your site a score between 0 and 100 and tells you which aspects of your site need improvement.