Local SEO is something to be approached with extreme care when there is a need to position a website on Google for geolocated keywords. That is, when the queries have a search intent related to the need to find results on the territory. Thus contextualized with respect to a physical address.
This need stems from a now clear assumption: Google always tries to return the best possible link to the user making a query. The moment the query includes a local search intent, related to finding something in the territory, the results fulfill the desire.
This means that SERPs show maps, boxes, snippets to give specific information. Local SEO intervenes in this balance. In what way? Read on to find a definition.
What is and what is meant by local SEO
Local SEO is an activity to improve the ranking of web pages for geolocated searches. Thus related to the needs of those who search for useful results to reach a point in the territory. It seems logical, therefore, to emphasize that local SEO mainly affects businesses with a physical location such as restaurants, stores, offices and hotels. But also small stores, offices and artisans.
Good local search engine optimization work integrates perfectly with a SEA approach. So of search engine advertising, an activity that allows you to create sponsored ads to complete the search engine marketing (SEM) process.
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What are the benefits of local SEO?
With local SEO (also known as local search) you can rank for searches that are truly useful to your marketing goals, bypassing national competitors and working only on useful queries.
You focus on what interests you. For certain industries, especially small businesses or tourism sectors, geo-localized SEO is an important aspect of web marketing and SEM strategy. Because this way you only invest the right amount where you need it, in full inbound marketing style.
What are the elements of local SEO?
Geolocation positioning on Google is achieved in different ways, but there are clear instructions for positioning. In fact, it is Google itself that points out that there are 3 decisive elements that influence local SEO and allow you to create a good balance of results in the SERP.
Proximity
One of the parameters for determining local ranking on Google is the proximity between the searcher and the business. All other factors being equal, Google tends to benefit businesses that are closer to the user. And clearly you cannot influence this parameter except by giving your physical address.
Relevance
Google looks for useful results for those doing a search both on desktop and mobile, and in addition to geographic proximity it looks for relevant results, thus capable of adhering to the needs of the queryer.
In this case, those doing SEO optimization need to do a good job of keyword research by leveraging tools such as Semrush and Seozoom. So you can figure out what people are searching for and follow up with on-page improvement on the website and Google My Business tab.
Importance
Also known as evidence. What is the value of a brand relative to competitors? This is the third factor in Google le positioning local search: it concerns a company’s ability to collect positive reviews, inbound links, mentions and virtuous citations.
Pay attention to mobile, speed and user experience
Before beginning any strategic optimization activities for local SEO remember to work with a website that is suited to contemporary challenges. Challenges that dictate a mobile friendly presence that can guarantee an enviable user experience. The same goes for speed and, more generally, what are the parameters of Core Web Vitals: today this front demands maximum attention.
How to do local SEO and rank on Google
After dealing with all the decisive aspects for a strategic approach, such as the aforementioned keyword analysis activity and the benchmarking process with related competitor monitoring, we get down to business. Then you need to work on the pages and services that enable you to rank on Google.
Sign up for Google My Business.
For many SEO experts, this is one of the decisive steps in working on local search. In fact, thanks to this free Mountain View service, you can position yourself in three different ways.
First you list your business on Google Maps, then in the local pack, i.e., the geolocated serp results, and finally in the summary tab that appears on the results page for “branded queries.” Here you can add photos, enter opening and closing times, collect reviews.
Before moving on to the next step, remember to check your information very carefully and update your business hours. You can also monitor Google My Business tab insights to gain valuable information about how people are searching for and contacting you.
Get positive reviews
One of the decisive parameters of off-page local SEO: to increase rankings and improve rankings for geo-located queries you need to get lots of positive feedback. This is both on Google My Business and on other platforms such as TripAdvisor, Yelp, Trustpilot and Facebook.
One question to make sure the local SEO process is really leaning toward improvement: are you working smart to use feedback from your online customers?
Do a qualitative analysis of site reviews to understand problems to solve and competitive advantage. In this world you work on two special fronts: get information and improve rankings.
Optimize your web pages
On-page SEO work for local search follows the classic logic that tends to go reward web pages focused on a topic (business + location that can be region or city or even neighborhood). Optimize title tags, meta description, URL, H1 and text always aiming at SEO copywriting for people.
In local SEO optimization work for Google we find the inclusion of Schema.org tags for rich snippets, especially NAPs for name, address and phone. Remember to include the Google map on the contact page and match data between website, Google My Business tab and directory.
Create a blog and FAQ.
Two content marketing jobs that are very useful when working with local SEO: these projects can be useful for tapping targeted long tails that are particularly interesting for those who want to be found locally. Not to mention that FAQs have a leg up with voice searches, as they intercept specific queries from those seeking information to get around the area.
Link Building and Local Directories
To rank a website in local searches you need to get inbound links, preferably contextualized for your local business. So linked to websites that share a similar context. Remember the classic rules of link schemes, Google does not like people who pay to get mentions.
Directories that bring together websites of similar businesses also work well in this area: names like Yellow Pages, White Pages and Bing Places can help you in local searches.