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You’ve probably heard of local SEO, but do you know how it can actually help your business? Local SEO is a set of techniques that help your business appear in search results for people who are near you. This is super important for attracting local customers who are looking for exactly what you offer.
For small businesses and local businesses, local SEO is a boon. It’s not just about online visibility, but about making yourself accessible to those who truly need your services in your neighborhood or city. In this article, we’ll explore why local SEO is important and how you can use it to attract more customers and improve your online presence.
What is local SEO?
Definition and importance of local SEO
Local SEO is the set of techniques used to improve the visibility of a business on search engines when local users search. For example, if you have a pizzeria in Marseille, the goal is for your establishment to appear at the top of the search results when someone types “pizzeria in Marseille” on Google.
Differences between traditional SEO and local SEO
Traditional SEO and local SEO share similar techniques, but they have different goals. Traditional SEO aims to improve your website’s visibility on a national or international level, while local SEO focuses on improving visibility in a specific geographic area.
Benefits of Local SEO for Small Businesses
Local SEO is especially beneficial for small businesses because it:
Increases online presence : Your business is more easily found by local customers.
Attracts nearby customers : People who are looking for services or products in your area are more likely to visit you.
Builds trust : Customer reviews and up-to-date information on your Google My Business listing inspire trust.
Is cost-effective : It is an effective marketing method without costing too much.
How does local SEO work?
Google’s frequently updated local search algorithm uses several criteria to determine the most relevant results for local searches. For example, let’s take the example of pizzeria in Marseille. If someone searches for “pizzeria in Marseille” , Google will display the most relevant pizzerias at the top of the results, often in a “local pack” with a map.
Also read: The 3 steps to dominate the competition on Google Ads
Google uses factors like the user’s proximity to the business, the relevance of the business to the query , and the reputation of the business. The algorithm also considers whether the business is open at the time of the search, and favors businesses with correct and up-to-date opening hours!
Steps to successful local SEO
Do local keyword research
The first step to successful local SEO is to identify the keywords people use to find services in your area.
Identify Services : Write down all the services your business offers. For example, for a pizzeria in Marseille, this might include “pizza delivery,” “vegetarian pizza,” and “best pizza in Marseille.”
Use keyword tools : Tools like Google Keyword Planner, Ahrefs, or SEMrush can help you find the most searched keywords in your area. For example, you might find that “pizzeria Marseille” is searched 1,000 times per month.
Select Keywords : Choose keywords that are most relevant to your services and have good search volume.
Optimize your Google My Business profile
Next, it’s important to optimize your Google My Business profile. Make sure all information is complete and accurate: business name, address, phone number, opening hours, and website.
Use the local keywords you identified in the description and posts you publish on your Google My Business profile. Remember to choose the categories that are most relevant to your business.
Also read: 10 tools to research your SEO keywords
Keep your Google My Business profile active
To keep your Google My Business profile active, it is important to:
Update information regularly : Change schedules, add new photos, and post about promotions or events.
Post news : Share news, special offers or events to show that your business is dynamic and engaged
Get and monitor local citations
Local citations are mentions of your business online with its name, address, and phone number (NAP) . Here’s how to manage them:
NAP Information Consistency : Make sure your NAP information is consistent across all platforms (Google My Business, local directories, etc.).
Use citation management tools : Tools like Moz Local or Yext can help you monitor and manage your local citations.
To refine your on-page SEO:
Use Title Tags and Meta Descriptions : Include your primary keywords in your page titles and meta descriptions. For example, for a pizza place in Marseille, use titles like “Best Pizza in Marseille – Fast Delivery”.
Optimize content : Write quality, relevant and unique content. Use your keywords naturally and make sure the text is readable and well structured.
Structure your text with H1, H2, H3, etc. tags : Use heading tags to organize your content and make it easier to read for users and search engines.
Optimize Images : Add alt tags to your images to describe their content. This helps search engines understand what the images are about and improves the accessibility of your site
Building local backlinks
Local backlinks are links from other local websites to your site. They signal to Google that your business is recognized and trusted in your area. To build local backlinks:
Tools for local SEO
To optimize your business’s local SEO, you need the right tools. These tools help you manage your local citations, audit your SEO, and track your rankings.