Between local SEO and KPI, there is no lack of acronyms in this beginning of the article. That’s exactly what it takes to scare off any SEO neophyte, isn’t it? It’s a bit like having to change gears on a racing bike when you haven’t yet acquired stability without the small wheels …
Rest assured: I don’t like to scare people. We are going to see concretely, together, what all this means and, above all, what you can do to make yourself better known (and for your own information: I almost always ride at the same speed on my bike … on the other hand, I m ‘improving every day in SEO).
What is local SEO?
SEO, you may already know, is all that constitutes your SEO. This includes both the loading speed of your site and the content you include and how you present it. It’s kind of the frame of your bike, how it looks… and how you’re going to improve it.
A good local SEO is what will allow you to appear in the first results on a map of Google Maps, for example. However, most Internet users will just watch these, unless they are really irrelevant to them. It is as important as any other positioning in the lists of this search engine (and the battle between SEO and SEA is not over yet in this area).
Why is local SEO important?
Today, many smartphones, and even computers, are geolocated. Spontaneously, if you just type “hairdresser” in Google, it will tell you which ones are near you.
Moreover, even though we live in an era of globalization, customers will always have a slight preference for consuming local services. Between a website creator in their city and one located on the other side of England, for an equivalent service, they will favor the first.
It is also what allows you to play differently with the competition: because yes, you can work with all of England. But you will have fewer competitors in a smaller field. And, cushion on the saddle of your bike: one does not prevent the other!
Local SEO is what turns a basic bike into a mountain bike to go even further.
What is a KPI?
Let’s speak directly in the plural: in most cases, you will not follow a single KPI, but several. And no, these are not the latest trending series (except for marketers). The KPIs (either Key Performance Indicator or Indicator-Clé de Performance (KPI) for those who speak French) indicate whether the efforts made on SEO are effective.
It’s a bit like a statistics tool. Initially, you will identify the number of Internet users visiting the site, the conversion rate, the number of inbound links, the number of likes, the amount of shares on social networks, the bounce rate, the loading speed of pages, positioning… This list can be endless!
And the good practice is to define which KPIs are useful for you… and how you can improve them further. No need to put headlights all over your bike if you never ride at night or in wet weather, right?
The most important thing to start with is creating a Google My Business listing. It is essential for any business. If you haven’t already done so, do this right after you finish reading this article. And if you have already done it: complete it! Because a badly managed file will not be useful to you.
- It all starts with localization. Do you remember what was said above: working very local and less so? So you indicate your physical address. And, in the area served, you put: all of England! Or the whole world, even the universe if you want to travel far, far away. This allows you to appear on very different maps;
- Also fill in as many fields as possible: opening hours, categories… The more complete your file, the more Google will want to highlight it. And we all want to please Google, don’t we?
- Solicit customer reviews (and respond to them). You will thus obtain this famous social proof which will reassure your future customers (and which will prove once again to the search engine that you hold the road);
- Remember to add something new regularly, in order to keep your Google My Business listing alive almost as much as your website;
- And don’t forget that Google will take into account the relevance rate of this information with other indicators: your presence on local portals or the indication of your contact details and hours on your site are just as important;
- Finally, think about integrating content on your site that allows, if necessary, to accentuate the localization (an article on moving to Brittany, for example).
What KPIs to follow for local SEO?
KPIs will allow you to check if your local SEO efforts are paying off.
- You can start with Google My Business Statistics, which indicate the display of your business, whether it is direct search or discovery, whether it was spotted via a Google search or in Maps, what actions were taken (site visits, call, sending message). Your goal is obviously that these indicators increase! No need to have a bike if it collects dust in the garage…;
- Another KPI to follow in this context is the number of reviews that are left behind on your business. Do not hesitate to ask your customers for them in order to improve their quantity;
- Are you also interested in landing page performance. If the page listed on your Google My Business has too high a bounce rate, you may want to plan to modify it or replace it with a landing page;
- If necessary, you can analyze the origin of your visits (if internet users are mostly from Japan while you run a butcher shop in Auvergne, you may not be reaching your ideal target audience).
What should you do now? You launch. Set yourself goals: get three opinions, increase your posting rate by 10%… Because it is not enough to follow the KPIs: they are indicators, it is up to you to transform them.