All about local SEO 2020 -

With nearly 140 billion local searches carried out worldwide in 2014, being visible locally has become an issue for most SMEs-SMIs wishing to use the web as a means of development. The explosion of mobile, 3 then 4G, and free Wi-Fi have considerably made it easier to find proximity on mobile and tablet. It therefore becomes essential to put in place the means to be visible locally …

What does “local research” mean?

“Local search” or local search is understood to mean any Internet user who will carry out a geolocated search on a search engine, a directory or any other portal. For example, he can search for a Chinese restaurant near his office, the phone number of a particular beauty salon in Lille, etc.

Whoever performs a local search is already in the process of carrying out an action (purchase, making an appointment, service), he has already done half the work. So this is qualified traffic. And it must now fall on you!

Some figures

What are our habits regarding local research?

  • 95% of smartphone users have sought local information;
  • 97% of us use the Internet when we are looking for a product or service;
  • 78% of local searches on mobile generated direct purchases after a few hours;
  • 77% of mobile users contact a company after consulting its local information online;
  • 59% of mobile users looking for local information will go to the store the same day.

What do we look for in a local mobile query?

  • Store opening hours (54%);
  • The route to access the store (53%);
  • The address of the local store (50%).

(source ComScore)

Gain visibility

Now that we understand the importance of local research, how do we get to the top of the results?

  • Start by taking charge of your Google Business page (Yahoo Local for Yahoo, Bing Maps for Bing). Once you have claimed ownership of your business, you can add photos, opening hours, facilities (free parking, free Wifi, etc.), as well as a presentation text. Advantages ? This digital “business card” can be changed at any time and it’s free!
  • Let customers post reviews, respond to them, and don’t always delete negative comments. The objective is to communicate with Internet users and to best respond to their expectations and their problems. This will reassure the prospect, don’t be afraid.
  • Think of your website. Is it “mobile friendly”? Being able to view a website on any medium is indeed essential, even more since the Google algorithm update in April. In addition, it can be interesting to add geographic concepts to your keywords (in the Title tag for example) in order to integrate the list of natural results into a local search.
  • Do not neglect social networks: Facebook, Google+, Instagram … Your future customers are everywhere!
  • Think of local directories: the CCI in your region, local news sites, a yellow pages program (for a fee), local directories, professional directories …
  • How about some sponsored advertising? You can target a department around your point of sale, showroom or other, which greatly limits the costs.

In conclusion, SEO optimized for local search does not take as long as “classic” SEO. It’s a big job at start-up, but it won’t require a lot of changes over the days. New opportunities available to you regularly. So go for it!

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