As I have already mentioned on other occasions, Web positioning is the set of techniques aimed at improving the position of a website in the organic results of the different existing search engines.
These techniques, in general, focus almost exclusively on Google, since this mega search engine receives between 90 and 96% of monthly searches on the Internet.
Yes, as you well suppose, here we are speaking from a very generic point of view.
But what about local searches or local SEO?
Definition ⇒ The SEO Local is a set of techniques aimed at increasing the visibility of a web page searches for relevant information to users based on the current geographical location of the same on.
Or what is more or less the same, to make the website of a company that has a physical business location or provide a service in a specific geographic area is found by potential customers who are in that area and perform searches related to that business.
This does not mean that local SEO is not compatible with the implementation of measures to position our website in a more global environment.
In fact, the importance given to the local issue must be greater if it is at that scale where most of our potential sales volume lies.
Therefore, the SEO strategy must be focused almost mainly on the local level, but also on a slightly more regional one.
The presence on the internet has become a key factor and that every company should contemplate, especially if it aims to achieve its objectives in an increasingly complex, competitive and global market.
Access to the network has completely transformed the way people relate to brands and companies.
Just a decade ago, a customer decided to buy (or not) a product or service based on the information that the brands provided through their advertising campaigns.
Currently, things have changed: the flow of communication is bidirectional.
Although both objectives are related in a symbiotic way, we must bear in mind that positioning is only a means to an end.
The main thing is to offer value to our target audience with useful content and quality. With this we not only get a better and greater amount of traffic for our website (good content is always shared), but we also build an image associated with a positive concept.
But, as if this were not enough, we also fulfill one of Cialdini’s principles of influence (that of reciprocity), according to which “in order to receive, something must be given in return”.
If our business does not have a service or product that we can distribute more globally, these techniques that help us geolocate our results in searches, become almost indispensable for the commercial health of it.
And, as I explained in the previous point, we favor this geographic component and proximity to the user who is doing a search … when competing for the first positions with other results.
Without forgetting that we also become more visible in Google maps.
In addition, to appear in the first results of Google gives an image of incomparable professionalism in comparison with those that appear below.
Around 50% of the clicks that users make after a search are made in the first link of the organic results, that is, those whose position occurs naturally based on the indexation that Google robots consider deserves a certain page.
As we said before, the benefits of local positioning are evident, according to data from a study conducted a couple of years ago:
71% of the clicks receive the first 3 results of the search engine page in a certain search, while all the rest of them must settle for sharing the remaining 29%.
Nowadays, web positioning is not only necessary to be able to compete in a saturated market, but it also contributes enormously to the creation of the brand image of our company in the city or place where its main clients reside.
In other articles, we will provide you with a much more detailed list of the factors that come into play when positioning your Business Page.
To make sure your business really exists, Google (the algorithm) looks at your listings in the major directories. The engine wants to provide reliable information to users by checking on other sites with high notoriety as Yellow Pages, Yelp, 118 218, etc. You must also write your offer in a good French with a sufficient keyword density avoiding spam and optimization. Try to put your contact information on all the pages of your website in the form of “rich snippet organization”.
The presence of your establishment in local directories with a strong reputation is very important. Try to get as many dofollow links to your website and Google + page. Directories like Page Yellow, Yelp, Foursquare, … also try lesser known free web directories . This is especially true in the tourism sector where some sites are more used than Google as Trip Advisor. To choose, users are based on comments posted by other users. The trip advisor ranking system is also based in part on comments and ratings left by users.
SEO is also and especially text that is indexed by the search engine, which is then, according to its degree of relevance, spat out to the user. Choose the keywords that people are likely to type! Be careful to make the text readable and enjoyable to read, because you write first and foremost for the user. The research and writing of your editorial content is then reusable, to a certain extent, for other sites and will save you time later. This work is to be done in any perspective SEO on the internet (even outside of Google).
Google pays close attention to consumer reviews. This is proof that your company has business and provides quality service. And since Google wants to put together the best addresses, the more positive your comments are, the more your local SEO will be boosted. However, do not panic if there are some negative reviews in the lot. It’s inevitable and it can even serve you to build your credibility. In this case, answer calmly, show that it concerns you and seek to fix things.
It has already been said: your global SEO efforts and social media are important because they reinforce your local SEO. Yes, let’s not forget the basics, the job of Google is to trace the most interesting sites for users. Your site must therefore contain valuable content for your users. Then identify topics that your users might be interested in and create content on them. Then relay them on social media, and strive to unite a community around your brand. By following these tips, with a little work and method, you will quickly get better local SEO!
The strength of the internet compared to traditional marketing is that we can measure the actions we take. Before getting started on the search engines, we can know the number of monthly entries of certain keywords in a targeted area. From the interest of the key word and the number of seizures, one can know if a “positioning” will be a catalyst of visit and turnover.