If you have an internet or online business, by now, you will be aware of the importance of SEO, in order to increase your popularity and get more traffic online.
With SEO strategies, you can get placed among the top positions of Google in the SERP and get your potential customers to find you.
As we know we position ourselves by keywords that meet the specific search intent for each landings, in this way, it may happen that these keywords are very generic, and with a high competition, so that we may find it difficult to get the results we want.
It is at this point, where Local SEO comes into play, today we are going to talk about what it is and how to improve the Local SEO of your business, in order to achieve your conversion goal, such as increasing sales.
Table of contents
What is Local SEO
Starting a Local SEO strategy is one of the most efficient ways for a company to reach potential customers.
It is a fundamental and even indispensable strategy for proximity businesses, that is, those businesses that depend on the customers that are closest to them, such as a restaurant or a dentist.
Local SEO helps us greatly to increase online visibility, in relation to the geographical location of users who perform searches, ie, the website will be displayed for your potential customers who are in your area of influence.
It is useful for my company
Let’s explain it with a practical example, let’s imagine that we have a website that refers to a Mexican restaurant located in Madrid.
When a user in Madrid, performs a search for Mexican restaurants in Madrid, will be shown the Mexican restaurants closest to your location, and the website will appear among the top search results if it is correctly positioned.
As I have already mentioned, a correct Local SEO strategy is a key factor for all those companies that have a physical location that provides its services in a certain area
For example, for a personal trainer that serves customers in approximately 100 km around, it would be important to do local SEO to improve its positioning at the provincial level, by county or by autonomous community.
In any case, we must understand Local SEO strategies as a complement to a general or global SEO strategy, but we must put more emphasis on Local SEO when your customers come from a close environment.
how does Local SEO work?
As we know the ultimate goal of any website is to improve its conversion objective, if we talk about online stores, it will be to improve sales, therefore, Local SEO should be understood as a means to achieve the objectives of your business.
When performing a search, Google shows what it understands to be the most relevant results for users, well, Google maps does exactly the same, but taking into account the geolocation, so it is important to have a good local positioning.
Returning to the previous example of a Mexican restaurant in Madrid, let’s think or imagine a person who wants to have dinner, and is in Madrid more or less near the restaurant, because he lives there and is on vacation for example. Google already knows that he is in Madrid, so it will offer him the most relevant results in the area. You don’t even need to type “Madrid” to get those results.
how to improve Local SEO?
Without further ado, below we will see different techniques or strategies to improve Local SEO and in this way, make it easier for people who are nearby when they search for what your business offers to find you.
The Google My Business tool
First of all, if you haven’t done it yet, you need to register your business in the Google My Business tool, you can do it here.
Continuing with the example, if a user searches for a Mexican restaurant in Madrid, it is very likely that you will appear on the Google map along with other businesses likely to appear by the user’s search.
When you are creating the company profile in Google My Business, it is essential that you add name, address and phone number, as well as your website. Remember that this information must always be the same in all the directories where you are, otherwise, Google will not be able to crawl it correctly.
In the same way, it is important to add the location in which you are, looking as a rule the Google street, sometimes, there may be small differences. always use the same name for the rest of the directories in which you are.
Of course, remember to include your business hours, a contact phone number and, of course, write a description of your business (using the keywords you want to highlight), as well as a list of the products or services you offer.
I want to tell you about the importance of the reviews in your Google My Business listing, if we think about it logically, users are guided a lot if they see positive reviews. The way to get positive reviews is to encourage your customers or people in general to voluntarily leave a review on your Google My Business listing.
Finally, do not think that this is the only tool you can use, you have at your disposal an infinite number of directories where you can open a profile and leave your data. Some of them are Yellow Pages, Yelp or Bing Places. But make sure that your contact details are always the same!
On page SEO
As I have already mentioned, in parallel it is necessary to work on web positioning, so you will improve the Local SEO of your company.
In this sense, it is important to add the keyword you want + your location in the metadata, in the titles of the images, in the URLs or in the titles of your pages and, of course, if you have a blog, you can always take the opportunity to write a specific article about your services or products and take advantage to position it locally.
But be careful, it is not necessary to add the location to all your target keywords, this could be counterproductive and Google could penalize you for spamming.
Embedded Google Map
Include or implement, on your business website, the Google map, with the specific geolocation of your business, marked with a thumbtack on the map.
In order to improve Local SEO, a relevant factor is to geolocate the images of both your social networks, website and Google My Business listing.
<If we do a search on the internet, we can find plenty of tools, which allow us to add these geolocation tags for our images. With this we once again inform the search engines of the relationship between the location of your business and a specific location.
You can include the detail of your location, such as the name of your city in the elements that Google pays more attention to, such as title tags, meta descriptions and images of your website, as well as in the content of your blog, whenever possible and in a natural way.
Quality Online Directories
Adding your company to quality directories, specific to the area where the company is located, is a necessary and very good strategy to get inbound links to your website, which will improve quality traffic.
Do not forget to keep in mind that the location data must be the same, that is, when entering the name, address, phone, etc..
Local SEO should be worked in parallel to a general SEO strategy. It is an essential factor for users looking for what you offer near your area of actions you can appear in Google which will substantially improve your conversion target, such as sales.
You can watch the video here: