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Boost your local SEO in 10 steps

November 29, 2018 SEO
Google Maps : mode d’emploi

Good local referencing is essential for small businesses that want to target a local market. Optimized local referencing will improve your positioning on search engines. This will bring more traffic to your website, more leads and conversions. You will be able to better target your local clientele. Think of this targeted strategy to compete more effectively with the big national brands with unlimited resources. You just have to focus on the local referencing of your business to stand out. Build on value propositions to drive traffic to your site. Follow these 10 tips!

1. Create an optimized Google My Business account

Start by claiming your business on Google My Business to establish your presence on the search engine. This free move will also show your business on Google Maps. Once this step is taken, your business will appear in the search results of all devices. Be aware that with Google authentication, your business could also appear in the sidebar of a Google search. So how do we do that?

Google My Business has several features that will help you gain visibility. To take advantage of this, start by checking your company's listing. The information in the card must be accurate and up-to-date. To customize your account, add your logo, your opening hours, the payment methods you accept, not to mention the most important ones: your products and services. Illustrate it all with pictures!

Make sure your page is dynamic. How? By encouraging your customers to say what they think of your services. Also take the time to respond to your customers' opinions.

To optimize your local REFERencing via Google My Business, don't forget to create your Google Posts. These are small articles associated with your page that appear in search results.

2. Collect from your customers' reviews (preferably satisfied)

The opinions of your satisfied customers will boost your reputation on the web. The glowing comments about your business will optimize your presence on Google My Business, but not that! They will also encourage more local customers to choose you, to buy your products, to solicit your services.  But it is not always easy to get customers to give their opinions. Here are some practical tips to encourage them to leave comments:

  • Intervene as soon as the sale is completed: seek your customer's opinion in person.
  • Send a small email or SMS asking customers to write a review after their purchase. (To target only satisfied customers, do an internal survey beforehand).
  • Always remain professional by responding to notices even in the event of negative feedback. Don't forget to thank your customers and take care of their complaints.


Want to create your pro site? Here's the legal framework you need to know before you start.

Want to create your pro site? Here's the legal framework you need to know before you start.

3. Choose keywords optimized for voice search

In the years to come, voice search will take an important place in local referencing. Anticipate this revolution now. To choose your keywords, ask yourself how people ask questions when they talk to devices, not how they do their research while writing.

Generally, more long-line keywords are used to perform voice searches than conventional searches. For this reason, you will also need to adapt the referencing of your content to a more conversational tone. This content will answer the basic questions: who, what, when, where, why and how. To optimize your SEO, it is also crucial to take into account the user's intention when optimizing the voice. It should be remembered that, more often than not, the user conducts research when he needs specific information. All information about your business should be easily accessible.

4. Energize your content

Local stories or events will make your content more concrete, and it will attract the attention of your potential customers. To do this, there are several techniques:

  • Post blog posts about local news, activities or events
  • Create videos about causes supported by your business
  • Set up location-specific pages on your website with high-quality local content. This strategy is effective and relevant if you serve different parts of a region. It will help you get a ranking for each specific location. For example, let's say you are a local real estate company. You can create different pages, one for each of your sites. The content of each page will focus on news or the local real estate market.

5. If your site is nearly optimized for mobile, it's time to do it!

Mobile searches are simpler, more convenient and more accessible to more and more people. It would be a shame not to take advantage of it! To optimize your mobile website and improve your local referencing, here are some tips:

  • Reduce your website's loading time (no more than three seconds)
  • Make your content readable by using larger fonts
  • Use images and copy them sparingly, transmitting only the information you need (no room for filling on a mobile screen!)
  • Enhance the user experience with an intuitive interface

What are the pros (and cons) of Google Adwords?6. Choose your keywords

Google's keyword planner lets you filter keyword searches based on location. This tool will give you an idea of common search terms for a given region. You'll have a list of locally relevant keywords to incorporate into your site's metas, content and URLs.

To boost local REFERencing, you can also add region-specific landmarks and hotspots to your content.


7.Create locality pages or a location-specific "About Us" page

Location pages are essential for companies with multiple sites in the same region or professionals who travel. These pages should contain as much information as possible:

  • Opening hours
  • Name, address and phone number
  • Descriptions
  • Testimonials
  • Promotions
  • Parking availability
  • Google Maps attached to each location page

Be aware that if you have multiple locations, you need to create unique content for each page.


8. Create a page for every product/service you offer

You may think it's easier to group all your products or services into one page? It probably is, but it is not relevant for SEO. So don't do it. Dedicate a page to each product or service you offer to have good quality content. With a page dedicated to each service, your site will be better positioned in search engines. You will be classified as specialising in a specific area. This increases your ranking possibilities. If you don't have different products or services, but you have a large catchment area, use a locally based copy for each page. For example, "plumber" will become "plumber in Lyon" or "plumber in Vénissieux".

Keywords: Everything you ever wanted to know (without ever daring to ask!)9. Enjoy online business directories

Online business directories are very practical research tools. Don't miss the opportunity to improve your company's visibility with the listings on these directories. Your company name, address and phone number will be listed in these directories. The goal is always to improve your local referencing. In addition to your contact information, a link back to your website and a detailed description of your business will appear in the directories.


10. Get good quality backlinks 

It is essential to get quality links to improve your local referencing. To ensure the quality of your backlinks, follow these 3 steps!

  • Create high-quality content on your site. With interesting content, you'll get other people to link to your content, it's like some kind of recommendation.
  • Post a guest article on a famous Blog. A small bonus for SEO: insert a link to your site in the content.
  • Work with local influencers to make them recommend you. Likes, comments and shares will optimize your influence marketing. Choose influencers based on your business area to quickly and effectively target their subscriber consumers.

The seasing requirements change quite regularly. You never know when Google will introduce new features on its SERP for local searches, but it's possible to adapt quickly. Don't wait any longer to improve your site's local referencing by implementing these 10 techniques. Not only will they help your business gain popularity through lucrative local research, but they will also provide a solid foundation. You will have much less difficulty adapting to any new SEO features.