Local SEO is a marketing campaign based on a strategy to improve the visibility and positioning of the website in Internet search engines, against niches and user profiles related to the geographical position where that business or company is located. Today we explain all its benefits and the keys to how to do it yourself.
Appearing in the first search results has become the biggest obsession for all of us who have a business with an online presence . As much as we use social networks and other means to make ourselves known, we know that it is there, when the user searches and the search results appear, where we have the real opportunity to sell our services and products.
It is so much so that today when doing any search for products or services, in almost any commercial sector, we can easily see dozens of advertisers, companies that pay to appear at the top of the list of results. Companies are willing to do whatever it takes for their potential client to see them.
Local SEO is a set of web positioning techniques, with the aim of increasing the visibility and positioning of your website in Internet search engines when users who are close to you look for products or services that your business offers.
Benefits of local SEO
Local SEO is much more effective than traditional SEO
Perhaps a web design and digital marketing company needs to have a presence throughout Spain or more globally, but a beauty salon, a bakery or a restaurant, surely does not have that need.
I give you another example. If you have a restaurant in Barcelona and you insist on doing an SEO campaign for all of Spain, instead of something more local, you will have to make a greater financial investment, because the competition is infinitely greater in all of Spain than just in your city. But, why do you want people who are more than 500km away to know your restaurant?
If you have a physical local service business, such as a restaurant, you should optimize your SEO strategy only for the region of your geographic scope. You will save money and increase the profitability of your SEO campaign.
Obviously, there are many more benefits and reasons why you should do it this way, but we will see it below. But at this point you may find our article, published some time ago, interesting about the truth of SEO Marketing and its current importance for companies.
Local web positioning makes your business improve its reputation
For me, it is as if within the Internet there are circles of trust.
When you register in Google My Business and users start to know you, they have the possibility to assess the quality of your services and, depending on their opinion, you will gain a better reputation, which will make more users know you and be confident enough to buy your services and products, it is a feedback loop! Although for this it is important that you do SEO on Google Maps and Google My Business, to start appearing among the first.
One of the main tasks of local SEO, which you must take into account in your web positioning strategy, is to motivate your clients to leave opinions of your services on Google My Business / Google Maps, and other similar platforms.
I have seen many businesses that, even without having their web pages in the first positions, appear in the first places of local search thanks to their reputation obtained with the comments of the users.
Again, most of the registrations and registrations in online directories for small businesses are free, so you will not have to invest as little money. You just have to offer a good service and encourage comments from your customers.
As you can see, reasons are not lacking for you to take this search engine optimization strategy. You shouldn’t even stop what you’re already doing. In fact, you can do an SEO analysis, comparing the different strategies, and see which one generates better results in your local web positioning.
The local SEO strategy is very easy to configure
When implementing something new in our company we always think about investment, but this is not the case with local SEO.
The most complicated thing, if there is something, is to rethink the content strategy, look for the most important keywords, and study your market more closely.
To register in systems like Google My Business, you only have to give proof that the address you indicate is correct and belongs to you, but it is not difficult at all. Especially now that you also have Google My Business Website builder.
With the new keyword strategy for your local web positioning, you can continue to advertise with Google Ads for those keywords, to appear in the first places of the search. But I assure you that, probably, depending on the competition in your niche and how well you do your local SEO, you will appear in the first positions without the need for paid advertising.
Obviously, all this is possible if your website implies that you work in that geographical area , although I am sure it already indicates it somewhere.
With local SEO you attract customers when they are ready to buy
Earlier I commented that it is important that your potential customers find you in the results of local search engines and that has an explanation.
If a person searches for a ” vegetarian restaurant in New York“, it is very possible that he is there and wants to go to eat at that moment. If he finds you at that moment, you have many numbers that he ends up buying at your store.
How to make a local SEO strategy?
When it comes to evaluating how to do local SEO for free, there are many ways to attack optimization for local web positioning, although it will depend on the strategy you use. I divide it into two phases.
Implement keywords with more local terms
It is about applying what I have told you previously. When you narrow your area of influence , especially when choosing target keywords, it can be said that you are already working on local SEO.
Your goal when choosing the keywords to compete for is to avoid unnecessary competition, which consumes time, effort and money, to focus your SEO resources for web positioning adjusted to your area of action, your geographical scope.
For example, if you are a vegetarian restaurant in Barcelona and you are going to use a local SEO strategy, based on content marketing, you should focus it on keywords that include the locality you want to attack. For example, instead of ” vegetarian restaurant ” which is too general, and you also don’t care about appearing in Google when someone searches for a vegetarian restaurant in Cádiz, you would use ” vegetarian restaurant in Barcelona “.
Of course, before implementing these changes in your web content, you must know perfectly how your niche searches so that you position yourself for the most relevant keywords and those searched by your target audience.
Sign up for Google my Business and other local directories
This is the second way how you can include local SEO in your strategy to improve the SEO and positioning of your website.
In the case of Google My Business, you have the advantage that it costs nothing. By completing the registration form, your business is registered in the database of this search engine. Once done, your business can be shown to users who are nearby , either because they have included the locality term or because the location has been detected thanks to the use of mobile devices.
Apart from the Google platform, registering your business in local directories, or having a filter by location, gives exposure to your business on the Internet. It serves as a bridge, as a connection to your potential client.
Two of the most common cases of directories are Tripadvisor or Yellow Pages . I know that they are not suitable for all businesses, but registering there, since they are so used web pages, can give you greater possibilities for your ideal client to find you.
Most likely, you haven’t thought of this before. And it is very common for us to see SEO from the most traditional, from what we know and not from the most current and local options that the Internet offers us, especially thanks to the use of connected smart phones .
Take advantage of the boom in mobile use to launch your local SEO
You already know that the majority (currently 60% and growing) of Internet searches are done from a phone, tablet or other mobile device.
You also know that these mobile devices have the option of capturing the user’s location information to improve the user’s search experience and, a long time ago, Google revealed that searches “ Near me ” have doubled on mobile phones.
The advantage of being registered with local businesses in Google is that, automatically, your business will appear in Google’s local results lists, or on its Google Maps map, and that, as with directories, improves the chances of you being found by your potential clients.
But the best of all is that, in this case, it is not necessary for the user to enter the word of his city in the search, because the web search engine already takes his location through the mobile phone’s GPS, great!
Now, to take advantage of all the indicated advantages, it is necessary that you work on SEO optimization for mobile phones of your website, and thus be able to appear in searches from these mobile devices.
Improve traffic to your website by positioning it locally
If you have registered your business on Google My Business, along with other local platforms, and you do the work of inviting your clients to talk about their experience with your business, many people will start to see and discover you. The result of this is that potential clients who are close to your business will go to your website.
In addition, when you achieve a good reputation on platforms such as Google My Business, you will also achieve more visibility in the results lists of Google and other web search engines. This is so because web search engines will consider your business as a good search result, to show to potential clients, and you will start to appear among the first positions .
As I have told you before, when you narrow the range of influence of your business, according to the reality of it, the competition is less. So, even when you don’t register on any local platform, your website will naturally achieve a better position in web search engines compared to the searches that are more in line with your business.
Obviously, if you already know that the connections from mobile devices use the maps and that they give the options registered in these services, it does not cost you anything to sign up.
The strategy is to attack your area of influence, that is why many businesses have seen the return on an investment after being on the Internet. The business with a larger area of influence has the most difficult job, but it is assumed that being more global companies, it has a greater budget for SEO optimization, marketing and advertising.