Discover in this article what is and how to do the local seo to attract more and more customers and visibility for your company!
The search via mobile is a worldwide trend. Google has revealed that 86% of smartphone users make a purchase search using the device.
In addition, it has reinforced the importance of the mobile phone in organic searches, penalizing websites that do not adapt to responsive web design.
Among the many changes caused by the new trends, one of them stands out: the importance of local SEO .
What is local SEO?
SEO, Search Engine Optimization , consists of optimizing site and domain pages as a whole to achieve organic search engine positioning.
The strategy has been used for years by companies of different segments and sizes to improve the ranking of pages in engines such as Google, Yahoo, Bing and others, and increase site traffic and sales.
So what would be the local SEO?
Local SEO is a strategy that points to other optimization alternatives to allow the user to find a solution close to where they are and thus have easier access to the service or product they are looking for.
For example, if you search for “Japanese restaurant” on your smartphone, Google understands that you$0027re looking for a result close to you that you can contact immediately and have your problem fixed, getting you there in the shortest possible time.
To do this, present the results of Japanese food restaurants that are closest to you, according to your location at the time of the search.
Local SEO also works when the user does a search for something in a certain region, such as “Japanese restaurant in X neighborhood”, and displays the most relevant results of the search, even if the user location at that time is different.
Thus, we can understand the local SEO as an attempt by search engines to provide more accurate and relevant results to the user .
But how can strategy interfere with a company digital marketing plan?
What are the advantages of local SEO?
The initial goal of local SEO is to be advantageous and practical for users, however, many companies can benefit from the solution.
Mainly SMEs that find in the alternative a possibility to compete directly with larger companies.
For that, they need to run local optimization correctly and take into account Google algorithm updates.
Among the benefits of local searches for smaller companies, they stand out:
Attracting a new audience
Local SEO allows to attract potential customers who are close to the business but do not yet know it, such as tourists , for example.
When searching and finding the next business, well evaluated and with all the information available, the first impression will surely be positive.
Increase in sales
Having more people find the business through the smartphone also increases sales growth opportunities.
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A good attention and quality in the service or product offered is essential to build up the loyalty of the customer who knew the business through the local search.
Loyal customers advertise spontaneously, so give importance to the quality of care and encourage positive reviews.
More relevance in online presence
Being between the organic results and the local search results is fundamental to increasing user confidence in the company and adding value to the image of the business.
Local SEO offers several advantages for businesses in different areas. Since Google “Pigeon” update, this type of specification has gained more weight and allows local businesses to stand out in search results.
In order for the company to have a prominent position among the results, however, it is essential that it follows a series of good practices related to local SEO, with the use of relevant keywords and other solutions so that search engines understand the real relevance of the site for that research.
How to take advantage of this digital marketing strategy?
As in any digital marketing strategy, it is necessary to work correctly the local SEO to provide the expected results.
Professionals who have been working in the area for some years now point out that the trend in searches is to become 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. We separate those that have presented the best results.
Citation of local NDT
The acronym NDT refers to three essential pieces of information about the business: name, address and telephone number.
These are the first information that must appear to the user when he makes the search, since with this he has the option to get in touch or go to the premises, for example.
According to an Inside survey, 41% of companies with inconsistent NEP data have problems ranking pages locally.
The NDT must be shown in all the pages of the site, in case the user is surfing, and also as a direct result in the search engines.
In the first case it is common that the contact details are at the bottom of the page, in the second case the information can be added from Google My Business.
Positive local assessments
One of the first elements observed when doing research for the contracting of a service or product is the evaluation of other consumers .
It is essential to leave this option enabled so that users can evaluate and comment on your business.
If the evaluations are bad, use the feedback to investigate what you need to improve. Also, don$0027t forget to invite your loyal clients to make evaluations.
Disabling the evaluation box will give the impression that your company is hiding something and preventing you from benefiting from the positive experience of other consumers.
In addition to the evaluation option that appears directly in searches, as part of the My Business information, several searches result in evaluation sites or guides, such as TripAdvisor, Guide of the Week and also local guides.
To appear in the results of these searches, it is essential to optimize the listings in these local directories, in addition to keeping the information always updated, since it is common to find incorrect and obsolete data.
This data should not be added in the image format, as this prevents the search engine from identifying it, it is also necessary for the phone to contain the area code so that it can be related to a location.
Google My Business
As we said, Google My Business is essential in a local SEO strategy, if you don$0027t have your company registered yet, start now.
After signing up for the Google service, you can take advantage of a number of resources to optimize the positioning of your site and make it more relevant to search engines and, above all, to the user.
Know some of the care with the configuration that you must have:
- Add a description of the business with more than 400 words, preferably with links and relevant terms;
- Add the business in the appropriate categories;
- Upload good quality photos, including a high resolution profile photo;
- Adding business hours of operation;
- Fill in the basic information correctly: name, address and telephone number;
- Enable the option of ratings and comments for customers.
With Google My Business set up properly, the chances of getting good results in local searches increase considerably, as well as offering information in a more interesting and intuitive way for the user.
When talking about local SEO, the responsive site is the basis of the whole strategy.
With mobile searches increasing exponentially and Google updating its algorithm to assess this aspect, it is essential that the user can access the site from any device.
Remember that a responsive site is organized differently on the mobile to provide the most relevant information to the user without impairing the navigability and intuitiveness in the process.
Data about the company must remain accessible and images must be configured to meet that demand.
Local SEO on pages
When the topic is page optimization, local SEO requires some efforts similar to traditional On Page SEO.
The most recurrent tactics are perhaps already known, but it is important to reinforce that, if the objective is to be found locally, it is interesting to make local references in the content being produced.
It is possible to cite the city or region in 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 by talking about it.
Not by means of facts about the city, but you can create content presenting the main tourist attractions of the region, talk about the options for trips, indicate typical regional events, among other things.
In addition to content created for a blog of your own, backlinks and social networks are still relevant to this type of SEO.
According to a study by Moz, local backlinks influence positioning by 18.3%, while social networks influence positioning by 5.8%.
This shows that, even locally, caring about traditional strategies is essential.
To help in the development of a more Google-oriented publication for local businesses it is possible to use plugins, such as the Yoast SEO and the local Yoast SEO, among other tools that help in the process.
When to invest in local SEO?
After this series of tips and benefits on local SEO, you may be wondering whether or not the strategy would be relevant to the company you work for.
A good way to reflect on that is to think about how many customers close to the business have been positively impacted.
If that not an audience that has gained attention in digital marketing strategy, perhaps it time to rethink online performance.
Stagnant sales may also indicate that the company is not adequately exploring its potential with potential customers who are close to the business, but not yet aware of it.
Want to know more about SEO and how to develop a solid digital marketing strategy? Check out our complete SEO beginner guide!