If the benefits of a solid visibility on the Internet are no longer to be proven, we can nevertheless wonder about the interest of improving its local referencing. These figures provide a clear answer to this question: 46% of all searches on Google are local and 86% of consumers use the web to locate a business. And when you know that the average conversion rate following a local search is 78%, you end up being convinced of the importance of optimizing your local SEO. And here are 4 tips that will help you to improve your local SEO
1. Create A Google My Business Sheet
Google is a key player which provides simple and free tools to be present in its results. Creating a Google My Business listing will help your website to appear more precisely in the results of Google Maps as well as in those enriched by its organic search, you know this column which appears to the right of certain searches.
To create a listing, all you need to do is go to Google My Business and sign in with your account. Then you enter the name of your company, its category and its address, because Google will send you a code by post in order to verify the veracity of the information entered. Once this code is received, go back to your account in order to validate it and then you can start optimizing the referencing of your Google My Business listing to boost its results.
2. Regularly Obtain Positive Reviews
We can consider the reviews on Internet as recommendations between friends, they allow little-known brands to be known and reassure prospects about the quality of goods and services offered. So, systematically encourage your customers to leave their opinion on Google as well as on your business pages on social networks. Beyond the benefits in terms of image and notoriety, these regular posts of opinions will show Google that your company is active and that it deserves to be highlighted in its results.
But when they are negative, internet reviews can be a double-edged sword. If this were to happen to you, then systematically respond to these negative reviews. Be courteous and try to understand why. This will allow you to improve the functioning of your business, but also to detect false opinions or those relating to unfair competition. In these cases, as well as those where the reviews are offensive, contact Google so to proceed for their removal.
3. Local Referencing and Social Networks
Creating pages about your brand on social networks is a good tool to come into direct contact with Internet users as well as maintaining a strong relationship with them. But search engines, like Google or Bing, also take this social presence into account to rank their search results.
Depending on your positioning, select the most relevant social networks. For example, in a B2B market LinkedIn will be more beneficial than Pinterest or Instagram. However, creating a Facebook page is essential for all businesses. Once your networks have been chosen and the pages created, systematically add a link to your website and your postal address when possible. Of course, don’t forget to describe in a few words what you are offering.
4. Make Sure the Site Is Mobile Adapted
Nowadays many visits are from a smartphone or sometimes a tablet. Mobile uses have been growing steadily for many years now and this statistic is radically amplified when it comes to local research. This is why it is essential to ensure that you have a site compatible with navigation from a mobile device.
If mobile compatibility became a must for local SEO, user experience is more and more taken into account Google in its ranking criteria. This is another point of attention to keep in mind during your local SEO optimization work.