What is Local SEO?

Each small or multiple companies can grow its business and attract more customers through local SEO strategies. In this local SEO guide, we explain what local search optimization is and why using a local SEO company can help improve your online visibility.

What is Local SEO Marketing?

Local SEO (Local Search Engine Optimization), sometimes called local search engine marketing, is an extremely effective way to market your local business online because it helps companies promote their products and services to their customers. At the exact moment when they seek them. for them online.

To do this, there are various methods, some of which differ greatly from those used in standard referencing, and others much easier to manage using local SEO tools and may require specific local SEO services.

What is a ‘Local Search’?

Let's first look at the differences between a standard informational search and what is called a local search.

DID YOU KNOW? According to Google, 46% of searches have a "local intent".

While anyone in the world with sufficient SEO and authority can rank for a search query like "how to repair a blocked drain", when the query has a much greater intent to purchase than it, it becomes "plumber near me" or "best plumber in [location]".

For these types of search queries, which typically include a place or "near me" (which is not even necessary if you use Google Maps or if Google knows your location and assumes that the search has a local intent), the search engines Researchers understand that the researcher wants business suggestions or lists of locations based on location. So that's exactly what they offer in the search results pages of local search engines. This difference in behavior and results is precisely why local SEO is important and worth investing alongside standard SEO.

What are Local SERPs?

What local businesses need most to improve traffic on their websites or through their doors is visibility on what is known as the "local pack" or the "pack of 3". This is the block of three business listings that appear under the map in the results displayed after a Google search with local intent.

Below, the local pack resulting from the search "plumbers san francisco".

You will notice many things here that differ from standard organic results, such as opening hours, evaluation notes and even photos. Although Google becomes smart enough to extract this information directly from your website, it is not where these elements come from.

All that is displayed in the local pack comes from the company's Google My Business profile, an essential element of local SEO marketing, which is becoming increasingly important as Google tries to satisfy more search queries directly in the SERPs.

What is Google My Business?

Previously known as Google Local, and even for a Google+ Local time, Google My Business (GMB) is, as the name implies, your professional profile on Google. To learn how to add or claim your Google My Business listing, click here.

It transmits information to various places, including the local pack and Google Maps search results, but the most familiar aspect will probably be the one at the top right (or top of the mobile) of a search branding for your business, as shown below.

This is called the knowledge panel. Your GMB profile can include a wealth of information that you submit yourself, such as the services you offer, contact information, company description, category and hours of operation, but it is important to note that features like GMB attributes, GMB questions and answers, and Google reviews are almost identical. Entirely generated by consumers, ideally with the experience of your business.

A big part of local SEO is to make your GMB profile as up-to-date and accurate as possible, so it's more likely to appear in the local pack and is trustworthy, attractive and attractive enough to warrant a click. Although very powerful, Google My Business is just one example of what is called a "quote".

What are citations?

A quote refers to any place where the NAPW information (name, address, phone number, website URL) of your business appears together online, usually in an online directory or business listing website.

These are particularly important for local SEO, because if you do not appear in places where people are looking for companies like yours, you risk being overtaken by the competition.

There are two types of citation: unstructured and structured. Structured citations usually appear in business listings and come from form fields that are populated when the list is claimed. Below, we have highlighted in yellow the structured quote for a Yelp form.

Unstructured quotes are more likely to result from the press and social media, where your NAPW information is visible and connected to a web page (perhaps in a local article about the company), but not in a structured format.

Getting quotes for your local business is not only important, this is widely known as a "table issue" in local search optimization, as in "If you do not get quotes, you cannot play the game. " It is essential to make this aspect a fundamental part of your local SEO strategy, but by building quotes in the most relevant websites, research shows that if they are not regularly updated and cleaned up, their consequences can be serious.

How do I rank well in local search?

So, now that you know what SEO is for local businesses, you will probably wonder how to succeed! First, we recommend that you familiarize yourself with the three essential elements of the local search ranking:

1. Proximity: Is your company close to the researcher?
2. Relevance: How relevant are your products and services for the search query?
3. Importance: What are other consumers saying about your products and services?

What are the main local SEO services?

Thanks to the evolving nature of search engines like Google, local SEO can be a daunting task. It changes constantly and can take a lot of time and effort to succeed. That's why so many SEO agencies and consultants are investing in learning about local SEO rather than the broader SEO. The rules are very different because you want to achieve different objectives, and in many cases, customers do not have the problem that the high visibility of their companies in the local directories of search and referencing of companies leads more to direct contacts and traffic as website visits.

We touched on some of the key elements that contribute to the success of local SEO. Here is an overview of all local SEO services that can make a difference:

Website ‘localization’

"Locating" your website means that you naturally include the name of your city, county or region on your site. For businesses with multiple locations, this may involve creating separate pages or content hubs for individual placements. Another tactic is to participate in local community events and post articles and information about them on the site.

Citation Building

Ensure your site's features on online quote sites and business directories. This will not only help customers find your business, but the name, address, phone number and URL of your company's website (NAPW) on the quote sites, as well as adding information Additional professional directories will help improve your ranking in search results.

Claiming your Google My Business listing

Claiming your Google My Business page is a key step in helping your business display important Google services, such as local search results and Google Maps. GMB (and its Microsoft equivalent, Bing Places for Business) should always be the first online directory you own.

Managing reviews and ratings

Authentic and honest reviews are essential for both enhancing the quality of your service and sending signals to search engines that your site and service are reliable and useful. The number of reviews you receive, the overall quality of the reviews, and the authority of the comment sites themselves are all important factors in ranking local searches.

Getting quality, relevant backlinks

Backlinks naturally obtained on reputable websites help search engines to recognize your site as a reliable source of information and to reinforce the "prominence" aspect of the local search algorithm. The links of local newspapers, bloggers and professional associations, as well as quotes, can all help to improve the visibility of your research.

To learn more about optimizing your website, check out our best practices guide for local business SEO.

10 Reasons Why Local SEO Services Can Help You Attract New Customers

Local customers are turning to the internet to find local businesses – on desktop AND mobile

The age of the printed directory is over (literally: the last yellow pages printed in the UK were distributed from Snippet 360 in January 2019), more and more people are turning to the Internet to find information about local businesses.

Here are some statistics:

• 96% of computer owners do local searches
• 46% of all Google searches are local
• 64% of local customers use search engines and directories as their primary means of finding local businesses
• 50% of local mobile searchers search for business information (such as a business address or phone number)
• Nearly 78% of local mobile searches result in an offline purchase.

Local search marketing is highly targeted and timely

The main reason people do local research is to find a local business. The second most common reason is to find a product or service. Many local researchers look for the name of a specific company, but many of them do not have a specific business in mind when they start their hunt.

By learning to do local SEO marketing, you can better position your business and promote what you have to offer to local customers who are looking for your type of business. There is no better time to contact a potential customer than when he really needs you.

Local search has the highest conversion levels of all local advertising channels

If you want a quick reason why local SEO is important, here it is. Online directories (such as Yelp, Citysearch, Foursquare, etc.) display the name, address, phone number and phone number of a company, as well as sometimes additional information (such as a menu or Company Description). Local directories dominate the front page of many local search results. Local directory marketing (one of many local SEO strategies) has a higher conversion rate than other more traditional advertising options - up to 50% conversion on some directories. This means that if your business is accurately listed on as many quality online directory sites as possible, you convert one out of two opportunities into a real customer.

Mobile Internet is growing

More and more customers are using their mobile phones or tablets to find the best local businesses on the move. In fact, the time spent on digital mobile media in the United States is now over 51%, compared to 42% desktop use. Local SEO covers both PC and mobile Internet access, which means you never miss a potential customer.

Local SEO results in a great return on investment

Unlike traditional advertising (local newspapers, flyers, direct mail, etc.), with local SEO, there is little publicity wasted. You reach potential customers when they need you, not when they do not. This makes the local SEO of companies both efficient and profitable.

Only 44% of businesses have claimed their Google My Business listing

Google My Business is a free listing available to almost every business by Google. By signing up for Google My Business, you increase your chances of being featured prominently in local Google search results. In addition, many local businesses still do not understand the importance of online marketing. That leaves you with the door open to get a head start before your competitors are up to it and it becomes more competitive. Hit while the iron is hot!

Many of the best local SEO opportunities are FREE (for now!)

You can claim your free registration on Google My Business, Bing Places for Business and hundreds of other online directories. It means a free promotion for your business!

Only 20% of adults get news from print newspapers

Traditional advertising media are in decline. In fact, fewer and fewer people are reading local newspapers. Recent figures show that some local newspapers have lost 80% of their readership in the last 20 years. Why? Because more and more people are turning to the Internet for their local news and information about local businesses.

85% of consumers trust online business reviews as much as personal recommendations

Word of mouth is a major factor in the success of many local businesses. Increase the online reputation of your business, ask trusted customers to leave a positive impression on your online business and attract hundreds of new customers.

Local customers rely on the internet to find information about your business

Nowadays, people rely on the Internet to find information on all types of products and services, whether they use traditional search or, as is increasingly the case, voice search for local businesses. . If your company does not appear in local search results, you will miss new customers. Implementing a variety of local SEO strategies for your business can help you appear on the Internet map so future customers can see it!

Grow your business using Local SEO

Current trends in local search marketing are strong and they will only become stronger and more significant in the future, especially given Google's desire to preserve the local search experience of your website.

Now is the time for you to take advantage of local SEO services and energize your business before your competitors are interested. All local businesses, from plumbers and builders to florists and accountants, can improve their business and earn more money through local SEO marketing, get started today!

Why use Snippet360 for Local SEO?

Snippet 360 helps local businesses, multi-site businesses and SEO professionals understand and improve their position in the local search market since 2009.

Understand your rankings

Follow hundreds of keywords on Google, Bing and Yahoo. View a detailed breakdown of organic, mobile and Google Maps rankings. Compare rankings with your competitors and create "summary reports" to view ranking trends for multiple sites.

Manage your reputation

Monitor and grow your business reputation by tracking and analyzing your online reviews on more than 35 sites, including Google My Business, Clutch, Yelp, Facebook, Foursquare, Tripadvisor and more. Encourage customers to leave reviews on the sites you're most interested in and respond directly to Google and Facebook reviews with just one tool.

Build accurate citations quickly and effectively

Whether you use our team of manual quotes or aggregators, our quote creation services can transmit your data to thousands of business directories, mobile apps, and online mapping services around the world, ensuring consistency NAPW and increased visibility in local search.