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Local SEO – what is it and how to use it effectively?
Few people are willing to go to the other side of the city to do some shopping or use the available services in the immediate vicinity. Searching for companies in the vicinity is facilitated by Google, specifically, a specially created glocalization mechanism, which makes the search engine consider the user’s location when generating results. However, to be displayed high on local key phrases, it is not enough to set your location on Google. The key to local market visibility is local search engine optimization. What businesses does it work for? What to do to bring the expected results? We explain!
What is local SEO?
Local search engine optimization aims to increase the website’s visibility for phrases closely related to the area in which a given company operates. SEO activities can focus on a specific city or district. Examples of local phrases include Singapore, hairdresser Poznań, law firm Lublin, beautician Mokotów. A high position in Google local search results is crucial for companies selling stationery or providing services in a specific area.
Local SEO – it pays off
In the case of enterprises operating in a specific area, local search engine optimization should be the basis of marketing activities. Why? Because users typing local phrases into the search engine is much more likely to convert than those who choose general phrases. This is confirmed by research on the behavior of Internet users searching for information about local services:
- Almost 80% of users who searched for local services or products decided to buy them later.
- 88% of smartphone owners and 84% of tablet owners regularly enter Google phrases related to local services and products.
- 56% of users search for local phrases while traveling. *
- 88% of people looking for a company operating on the local market contact them within 24 hours.
Most often, we search for words related to such categories as gastronomy, shops, services, health, entertainment, road assistance. However, almost every business operating in a specific area can reach many users, as long as it takes care of proper search engine optimization of the website for local phrases.
Effective local positioning – optimization above all
The basic step is the optimization carried out on the website both in standard and local search engine optimization. It is a series of activities that must take into account, inter alia, relevant keywords, images, URLs, page loading speed, the correctness of the mobile version, meta tags, and many more. The areas that need special attention are:
- Saturation of texts on the website with local keywords, e.g. a hairdresser in Warsaw, a pawnshop in Praga Południe, etc.
- Contact details tab – must be completed with up-to-date and precise address details. There should be a Google map with the address selected. It is also worth using markers here
- Optimization of headings (H1, H2) and meta tags and placing local phrases in them.
Remember about Google My Business
A complete showcase in Google My Business is an important element of off-site activities (apart from the website). Thanks to it, you significantly increase your chances that after entering phrases related to a specific industry in the search engine, your company’s data will show up as one of the first. Google My Business is available to any entrepreneur free of charge. Creating a business card is not difficult. You can do it in a few simple steps using the wizard: https://www.google.com/miejsca. Just having a business card is not enough – the profile should be comprehensive and attractive. It is worth publishing photos from your offer and special offers and updating information about the company on an ongoing basis.
Take care of positive feedback
Once you’ve created and optimized your Google My Business listing, your customers will be able to rate and write reviews for you. The number and quality of these ratings will also impact your position on Google Maps and CTR. Therefore, make sure that there are many opinions, e.g., by asking regular customers to leave a review after the visit. You can encourage them, for example, by offering a small discount on subsequent purchases or services. Opinions are important not only for reasons of search engine optimization. The average rating and type of opinion are a significant signal to consumers and are often a decisive factor when choosing the company whose services we will use. If the customer chooses two restaurants within a similar distance and with similar prices, he will probably choose the one with better reviews.
Contact details must match each other
If you have ever traveled to a given store/plant to find out that there is nothing there, you can certainly imagine why Google places so much importance on contact details. For local search engine optimization, both the Google business card and the website must have the full and current address of the store/restaurant/office and contact details. Thanks to this compliance, the algorithms confirm the reliability of the website. So if we update the address or telephone number – we have to do it in all places where this data occurs, not forgetting about the catalogs of companies where our data appears.
Where should the contact details be located?
From an SEO point of view, it is very beneficial for its contact details to be found in many places on the Internet. Of course, you should not create separate pages for this to link to us. In the network, we have a lot of databases of companies – it is good that these do not run the most popular information about your company. For local businesses, you need to pay special attention to links from local sites. They can be, for example.
- local news portals
- official website of the city / commune
- a website related to our industry, e.g. a local tourist guide if we run a restaurant or a souvenir shop
- website informing about local events
Usually, the owners/administrators of such websites also want their database to be as diverse and complete as possible, so it is enough to contact them to get a valuable link to the website.
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