The user behavioron the Internet has changed dramatically. The democratization of mobile devices and ever faster Internet access have redesigned Web research, especially for the new generation, which today performs Internet research very differently than in the past. The study of behavior on search engines like Google or Bing has also adapted. Indeed, we no longer search on the Internet only from our living room with a fixed computer, but also and more and more with a tablet or a Smartphone, from anywhere and spontaneously according to a need. Whether it is to find a restaurant open in Strasbourg, a good car dealership in Paris or a confectionery store in Lille, the local search is used almost without limit.

Local SEO and its optimization for regional businesses

The local online marketing is an important tool for small and medium-sized regional companies. Indeed, many users are looking for products or services specifically in a territory, in a city or in a neighborhood. Thus, shops and businesses want to be easily found by local customers in the region. Indeed, the potential to attract and acquire new customers is great if your establishment is clearly indicated and visible during the local search: “restaurant in Strasbourg”.

For this, it is important to do the maximum to be found by the target group. For local SEO, optimizing the web presence for local search is central, the goal being to be able to appear in the results of a local web query. Local SEO is a part of classic search engine optimization, which is however gaining more and more importance.

The objectives of local referencing

For local queries, Google lists the best-known companies prominently on the results page. The goal of local SEO is therefore to have a place within the traditional “3 pack”: that is to say the three search results displayed by Google Maps.

The user thus finds the first results of the local search with in addition a precise link indicating the locations of the results on the map of Google Maps . In addition to the location, information on opening hours, contact details, notes and comments are also visible, allowing the user to make a decision. By clicking on the restaurant of your choice, additional information is displayed, such as the establishment’s website in the “Website” button, as well as the direction and route options to get there most. quickly, by pressing the “Route” button.

There is also a specific local search (for example “restaurant Strasbourg”), where the user enters specific indications in terms of products, services or location (city, district or region) in the search bar. But if you perform a generic search for a term (“restaurant”), Google can also provide a response with results of a local search, based on the location of your IP address or via your Google account if it is. open.

Merging of Online and Offline concepts

For several years, Google has been gradually building local search results. More and more details and features appear as you go. A Google study provides background information on this very subject.

Thus more than 80% of online users carry out local searches for shopping . Within 24 hours of searching, more than half of users visit the establishment or store. This shows that physical stores and businesses must definitely adapt and convert to local SEO optimization for search engines by search engine optimization company in delhi. The study reveals that a majority of local search users go directly to the next step: contacting or visiting the store or company. Finally, the study also notes that this had the effect of removing the separation between online and offline.. So web marketing is also interesting and attractive for physical merchants, this new model which consists of online research and which ends with a purchase in a physical store is known as the ROPO effect .

What the study also shows is that the majority of local searches are done with mobile devices, confirming the general trend. Last year, Google recorded for the first time more searches via mobile devices than with fixed devices. Mobile optimization is therefore closely associated with the subject of local SEO. You can read our guide to SEO for mobile on this subject .

The 3 steps for local SEO

An effective local SEO strategy is based on three steps to achieve the highest rank in the SERP (search engine results page). This is based on a good interaction between these three parts: the creation of a profile on Google My Business, on-page optimization and citations.

First step: Google My Business

The Google Account for Business is located under Google My Business . The creation of a complete profile on My Business is a prerequisite and essential to start well but especially to be optimally visible on Google Maps and on Google+. Signals sent by Google My Business are among the most important local ranking factors (14.7%), according to a study by the Moz company . MozBar Toolbar is one of the most popular SEO plugins to learn about this theme .

All information is used by Google for local search ranking. So it is always preferable to record as much information as possible. In addition to the correct contact details, companies and shops must also include a short and relevant description , in order to best define the type of company. Uploading photos (eg storefront) is a good idea. Photos, opening hours and reviews are displayed directly next to the local results.

Second step: On-page optimization

The rules that apply for classic SEO are also valid for local SEO. It is indeed important to optimize your website both technically and in terms of the quality of the content . The most important factors are: a good structure of the website with sitemap, logical and smooth navigation, internal links as well as a clear URL structure. The content should be as interesting and compelling as possible: optimized metadata is as relevant as unique content with a clear structure.

The content must therefore be written with consistency and consistency. Finally, the full name of the company and the complete and updated contact details form the basis of the information. As much information as possible, as long as it remains fair and correct, is often beneficial. On-page optimization is one of the two main disciplines in SEO. Off-page optimization is less relevant in the context of local SEO. Finally, some take the strategy even further by creating a Backlink profile (back link in French). It is in fact a profile of inbound links from relevant sites, including blogs, newspaper articles or municipal portals, greatly contributing to the success of effective local SEO.

Third step: The quote

Citation is the last step in this strategy, and can be classified as off-page optimization. Just like classic SEO (where Google sees backlinks as recommendations), NAP data ( standing for N ame, A ddress, P hone) is seen as recommendations when it comes to local SEO. When your company or establishment is mentioned on another Internet site (even if it is only the mention of the postal address or a telephone number), this is called a citation. If this information is frequent on the web, then trust will be higher and the search engine will rank the company better in the results of a local search.

The quote can appear in many different contexts and on various platforms such as blogs, forums, articles, press releases, comparison sites, directories or professional directories.etc. It is obviously possible to do it yourself, especially for directories, however the content must always be consistent. It is especially important to be careful to always write down the name of the company, the address and the contact details. The accuracy of this data is indeed important for a good SEO. Other criteria for achieving a good citation are also the correct assignment of photos, the correct categorization of the company, the correctly indicated opening hours, as well as a complete profile and consumer comments on portals or on Google. Places.