Local search engine optimization: how it works!
Local SEO is becoming increasingly important nowadays to use local search engine optimization for your own company. This is because customer behavior has changed in recent years. What happened at that time via telephone book, is now mainly on the Internet. To quickly get to the desired information, it is just googled over the smartphone or computer. And also when it comes to finding local hair salons, restaurants, doctors and other companies. What Local Search Engine Optimization, or Local SEO, is about and how you can optimize your business in this area, we’ll tell you in this post.
What is local search engine optimization?
Local search engine optimization is concerned with the actions that a website operator takes to bring their local business up as far as possible in the Google Plus Local results list. Local online marketing optimizes the company’s Internet presence and helps generate more customers. This refers to the search engine Google, which has introduced the local search since 2007. The better a local company scores in the Google ranking, the greater the likelihood that new customers will notice your business. Local search means that the user will be shown the relevant results of his region for his / her search query. Here is an example: A Google user from Munich enters “Italian restaurants” in the text box of Google and starts the search. Google now shows the user the names of the companies and websites of the Italian restaurants that are close by. The web pages are displayed on the left in the result list. The name, address, telephone number and, if available, the ratings and the exact location of the restaurants on the Google Maps map appear on the right. This is very convenient for the searcher and he can now choose the right restaurant from the result list.
Do you wonder how that works? There are two different options. Depending on what the Google user types in his search, the search engine works a little differently. Either the Google user enters the desired city, in our example Munich, into the text field. Google then searches all the entries listed in Google Plus Local for Munich. Or the user omits the city name in the search query. Then Google determines the current location of the searcher via the IP address of the device, the Wi-Fi hotspot or the logged-in Google profile. Then, as in the first case, it then searches the Google Plus Local entries and displays the relevant results.
The ranking factors of the local search results are by no means identical to the factors that influence the ranking of the organic search results. In the following, we would like to explain the most important factors for you in more detail.
Google My Business
A well maintained and managed Google My Business page is one of these important factors. Here companies can create an account to be viewed on Google Maps, Google Plus Local and Google+. With such an entry you also have good chances to be included in the ” 7-Pack ” of Google Plus Local. These are the first 7 local results for which NAP data (name, address and phone number) are present and linked to Google Maps. These NAP data are also referred to as ” local citations “.
Especially crucial for the ranking position of a company are the “normal citations “. These are mentions of the company on various websites such as blogs, directories, press pages, and other directories. The more frequently a company is mentioned on different websites, the more likely Google can assume that it really is in a real local business.
The on-page signal is the mention of the place on the company’s website. This means that you explicitly mention the address or at least the location of your company on the website. That gives more authenticity to Google and potential customers.
This refers to the backlinks or external links of other websites that redirect to the company’s website. The more of these links lead to the company website, the better this is for the ranking position in the local search.
With Review Signals, the reviews of the page are meant. Many websites offer visitors and customers the option to rate posts or even the entire website. There are also reviews outside the website that may affect the placement. Namely, such reviews on websites like Yelp. The better the ratings for the company, the higher the chance of getting a seat in the 7-pack of Google Plus Local.
This means all signals via social media. This includes comments, likes, and divisions of the website on social networks like Facebook and Twitter. But on certain portals such as TripAdvisor customers can express their opinions, impressions, and experiences about the company. They are similar to the above review signal.
Also, the quality and quantity of the contents of a website are crucial for a good ranking place. The term content refers to the contributions, ie texts, a page, but also images, graphics, and videos. High-quality contributions that can add value to the customer also help improve rankings.
Tips for improving the ranking position
That’s all very well. But how do you improve your company’s ranking position in Google Plus Local? What exactly do you have to do for it? Here are some tips for you:
Keep your NAP data up-to-date (website, Google My Business, business books, etc.)
Pay attention to the uniformity, the user-friendly structure and the simple operation of your website
Present your company in social networks and update the pages regularly
Add attractive pictures and graphics to your website
Animate your customers to evaluate your website and services
You should take poorer reviews as constructive criticisms and translate them into positive ones
Keywords in connection with the name of the location make sense, eg “Dentist Munich”
Place value on high-quality content
The best local search engines
A good opportunity to make your local business more popular and successful is provided by local search engines. An entry in their index brings the company more internet presence, more review and social signals and also more customers. It is worthwhile in any case. That’s why we put together a concise list of the latest and largest local search engines here:
- Facebook (Domain Authority = 100)
- Apple Maps (Domain Authority = 100)
- Google My Business (Domain Authority = 100)
- LinkedIn Company Directory (Domain Authority = 98)
- Bing (Domain Authority = 94)
- Yelp (Domain Authority = 94)
- Better Business Bureau (Domain Authority = 93)
- Foursquare (Domain Authority = 92)
- MapQuest (Domain Authority = 92)
- HubSpot (Domain Authority = 91)
- Yellow Pages (Domain Authority = 91)
Local search engine optimization made easy!
It is not fine art: Everyone can operate local search engine optimization or local SEO. Especially, of course, when you know what, and above all, how to do it. The explanations and tips that we have presented in this article should help you and make your project easier. Your company’s website is your figurehead for the customer on the Internet. With the right presentation and care of the different channels, Google Plus Local search engine results should only go up in the future. We wish you every success and look forward to your next visit!
Resources: We Know SEO