Definition:
Local SEO focuses on optimizing the presence of a business in search engines to attract customers in its specific geographic area. Its main objective is to improve the positioning of a business in local searches, making it a reference in its region and attracting customers looking for specific products or services in that area.
How local SEO works
Local SEO aims to increase a business’s visibility based on searches conducted by users in specific locations. This variant of SEO helps businesses be found by people looking for products and services in their area. It uses the IP address for searches from computers and geolocation for searches from mobile devices, thus narrowing the search territory. Key elements of Local SEO include:
- Google My Business (GMB): One of the most important components of local SEO is creating and optimizing a Google My Business profile. This allows the business to appear in local search results and on Google Maps. It is crucial to keep the information updated, such as the business name, address, phone number, and hours of operation.
- Local citations: Local citations are mentions of the business’s name, address, and phone number (NAP) on other websites, such as local directories. Consistency of this information across different platforms is vital for local SEO.
- Reviews and ratings: Customer reviews on platforms like Google, Yelp, and TripAdvisor are fundamental. Positive reviews not only improve the business’s reputation but also influence its ranking in local search results.
- Local keywords: Including location-specific keywords in the website content, such as the city or neighborhood name, helps the business be relevant for local searches.
- Local backlinks: Obtaining links from other trusted local websites can improve the site’s authority and its positioning in local searches.
- On-page optimization: Ensuring that the website is optimized for local SEO, including title tags, meta descriptions, and content that reflects the location and services offered.
- Localized content: Creating content that is relevant to the local community, such as blogs about local events or related news, can attract more local visitors to the website.
What platforms for Local SEO exist besides Google My Business (GMB)
Besides Google My Business, Bing Places and Apple Maps are important platforms to improve a business’s visibility in local searches.
Bing Places for Business
Regarding positioning on Bing Maps (Microsoft’s search engine), we can highlight the following:
- Registration and optimization: Like Google My Business, Bing Places allows businesses to register and optimize their profile to appear in Bing search results and on Bing Maps. It is important to ensure that the business information is accurate and up-to-date.
- Features: Bing Places allows including details such as the business name, address, phone number, hours of operation, photos, and descriptions. Customer reviews can also be managed directly from the platform.
- Integration with Yelp: Bing often uses reviews and ratings from Yelp to complement business information, so maintaining an active and well-rated profile on Yelp is beneficial.
- Importance: Although Bing has a smaller market share than Google, it is still used by millions of people, especially on devices with Microsoft Edge and Windows systems. Having an optimized profile on Bing Places can help capture these users.
Apple Maps
Aspects to consider regarding positioning on Apple Maps:
- Registration through Apple Business Connect: Apple Maps uses Apple Business Connect for businesses to manage their presence. Business owners can claim their location and update relevant information.
- Features: Apple Maps allows businesses to include basic information such as name, address, phone number, and hours of operation. Photos and links to websites or apps can also be added.
- Integration with Siri and other Apple devices: Since Apple Maps is the default maps application on Apple devices, it is widely used by iPhone, iPad, and other Apple product users. Additionally, Apple Maps integrates with Siri, meaning voice searches often use this platform.
- Reviews and Ratings: Apple Maps also displays reviews and ratings from platforms like Yelp and TripAdvisor, so it is important to maintain a good reputation on these sites.
- Importance: With the growing number of Apple device users, having an optimized presence on Apple Maps is crucial to reach this market segment. Additionally, Apple Maps is used in navigation applications and by voice assistants, which broadens its reach.
Why local SEO is so important
Understanding how Google works is key to appreciating the importance of local SEO. Google constantly strives to improve the user experience, and more and more people are using mobile devices to perform everyday searches, such as finding a nearby restaurant or a place to buy specific products. Local searches are very important for capturing both area residents and visitors looking for services or products in the region. Consumer behavior has changed: now, purchasing decisions are made at the moment and place of the search, making local SEO positioning a substantial advantage for businesses with physical locations.
Advantages of local SEO
The use of local SEO offers several significant advantages:
- Increased visibility in a specific geographic area: Improved business recognition regardless of user profile or segmentation.
- Incentivize action: Local searches often lead to an immediate action, such as visiting a nearby store or restaurant.
- Increased local authority: Being at the top of search results gives credibility and trust from both the search engine and the public.
- Attraction of new audiences: Allows more people in the area to discover and learn about the business.
What is the future of local SEO
Local SEO is already a priority today and will remain crucial in the future. Local searches are highly valued by users in specific locations, and this boom is linked to the growing use of mobile devices and technologies such as smart speakers (Amazon Echo, Google Home). Google continues to improve its algorithms to deliver more accurate and relevant results. The future of local SEO will include devices with more advanced and faster algorithms, thus improving the quality of results for users.