What is local SEO?

What is a local search? 💬

Definition 📚

A local search is a search that includes a geographical indication, or that positions your establishment close to the surfer.

Let's take an example: you want to rent bicycles near the Ile de Ré. You have two options: type "bike hire Île de Ré" or simply "bike hire" into Google.

If both searches are local, the first includes the geographical area you're interested in. In the second case, Google will use the geolocation data you provide to highlight the most relevant establishments. 

Why Google? 🤔

In truth, Google has a virtual monopoly when it comes to local SEO. And with good reason: 92% of local queries are made there. 

Local search has become a reflex for many travelers. Today, 70% of tourism-related searches are local. No wonder, when you consider that it's a fast way to get recommendations of relevant establishments! 

How are local search results displayed? 📍

Keep this in mind: when you hear about local search, you need to link it to your Google business listing(formerly Google my Business). This is what Google will highlight in search results.

So what does it mean in practice? Well, your Google listing appears either in the search results or directly in Google Maps.

The Local Pack 👀

When an Internet user performs a local search, Google often chooses to display 3 establishments at the top of the search results. This is known as the "local pack". 

Continuing with our "bike rental Ile de Ré" example, here's the overview of companies selected by Google: 

This location is highly strategic, since it generates a huge number of views and clicks. If you want to appear there, you'll need to do some real optimization work on your Google listing! 

Google Maps search 🔎

In recent years, Google Maps has become an increasingly popular tool for direct searches. Whether in a browser, or directly in the mobile application. 

The results are more comprehensive than in Local Pack. There's along list of establishments, all geolocated on a map. 

Switching to Google Maps with the same keyword, here's the preview we get: 

Although there are more establishments listed, the competition is no less fierce on certain keywords! That's why it's important to work on your listing to make it rank higher.

Being in the top results gives you a decisive advantage over your competitors!

What are the SEO criteria for your Google listing? 🏆

It's not magic, but an algorithm that Google uses to determine your listing's position in search results. It is composed of the following 3 criteria: 

Location 🌍

When an Internet user performs a search, Google takes your geographical location into account in order to propose proximity results. The closer your establishment is to the user's area of interest, the greater your chances of appearing in the first search results.

Relevance 👌

It is used to determine the extent to which your listing corresponds to the search criteria of the Internet user. To judge this criterion, Google will look in particular at the match of keywords with your establishment, your choice of categories and your description.

Prominence ✨

It evaluates the degree of notoriety of your establishment on the Internet. Some are better known than others, and therefore better referenced by Google. To build your online reputation, take care of your reviews and multiply your presence on directories! 

What are the benefits of working on your local SEO? 👌

Still hesitating to get started? Don't worry, these latest arguments should convince you.

Attract more customers to your establishment 🤝

Local search is often linked to a strong intention to buy or book on the part of the visitor. It's fair to say that by this stage, the reservation is practically made. Wouldn't it be a shame to miss out?

To be sure of attracting these highly qualified visitors, it's essential to work on every aspect of your business listing to make it rise in the search results. A little work that will pay off in the long term! 

Improve your online reputation 🌞

You can't escape it! Users love to check reviews before visiting an establishment. That's why Google has made reviews one of the key points in the referencing of establishments. 

By collecting 4 or 5 star reviews, you send a very positive signal to your visitors. And most importantly,you'remaking them want to choose you. 

So roll up your sleeves and let your online reputation shine! All this time well invested will build you a beautiful showcase that will follow you over time.

So, are you ready to get started? 

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