Local SEO optimisation : key factors

More than 30 percent of search engine queries are localised. Here are 15 key factors of local seo. 


1. The physical location of the company

You are a part of a company that works in a “catchment area.” This can be a city, a department, or an entire region. As a result, it is strongly advised that you include your company’s physical address on all pages of your website, as well as on your social networking pages (Google +, Facebook, and Twitter). This increases the likelihood of people searching for your company and geographical area.

2. Contact information and address : stay consistent in your mentions

You went to the trouble of repeating the exact title of your address throughout your site, so don’t change it later! Even if you have told your visitors, “Company name, 12 Frederick St, Edinburgh EH2 2HB, +441312265481,” it would be counterproductive to mention another address elsewhere. Even if both addresses physically refer to your offices, it is critical to rename your company exactly the same way in every place where it appears on the internet. Similarly, if you’ve chosen to include your phone number, make sure you do so every time!

3. Contact information consistency between your site and Google Local

Google Local is the most important player and tool for localised referencing. As a result, the dual action of the social network and your website, via mentions of your address, is a critical lever for your local SEO. Don’t forget to include the same title!

4. Mentions of your address outside of your website impacts local SEO

Despite the fact that SEO rules are changing at a rapid pace, the primary referencing mechanism remains links or backlinks. Thus, even if it is not good to see your site and its pages mentioned in excess and inconsistently, it is still necessary to have a minimum number of links pointing to your site on the internet. So don’t be afraid to use all of the directories that are available, whether they are related to your industry or a specific location (town, department, region). Similarly, bargain with your customers who are geographically close to your company for partner links or mentions on their website.

5. Google Local: pick your categories wisely

Google’s local referencing tool allows you to associate your company with a variety of categories. The most important of all: the main category, which will precisely describe the theme and purpose of your company. This is how Internet users will be able to find you directly. Then, using the secondary categories, try to create a sort of long tail of categories, with as many keywords associated with your company as possible. The entire thing must be consistent in order for Google and Internet users to find each other.

6. Increase your local SEO by optimising your homepage title tag

If you already have a website, you are probably aware of the significance of the title tag. It should be short and to the point, contain your main keyword(s), and accurately describe your business. This is especially important because the title of this tag will appear in search engine results pages. So, if you work in a specific catchment area, you should use this tag to include the town, department, or region in which you operate. This will inform both search engines and Internet users that your activity is local and where it is taking place.

7. "Are you the owner of this page and company?"

When you sign up for Google Local, Google will ask you this question. The tool needs to identify you and, more importantly, determine whether it can grant you ownership of the Google Local page that you want to open. To accomplish this, a letter containing a code to be entered on the internet will be sent to the exact address you have provided.

8. Having a good website helps local SEO

All of the essential factors we provide to help you improve your local SEO mean nothing (or almost nothing) if you don’t have a website with clean navigation so that Google robots and internet users can read it easily, as well as good content that is updated on a regular basis and some backlinks. Both are necessary for good local SEO and cannot be done without the other.

9. Getting reviews on your Google Local page

Social networks and the way they are used have evolved a lot since their beginning. If it was initially required to go “fishing for likes, subscribers and followers”, the data is no longer the same today. SMO (Social Media Optimization) is now a key data in SEO and takes into account above all the popularity and quality of the interactions that take place on your various pages. The same is obviously true for Google Local. The more positive reviews you have on your page, the more popular and quality Google will consider it, for a better local referencing.

10. What is your company's position in relation to the "centroid"?

Google defines the centroid as the geographical area with the most businesses in the same sector, rather than the centre of a given city. So, depending on the type of business (hairdressers, bars, or shoe stores), the centroid could be anywhere in a city. This is simply provided by Google Map. If you search for your industry, you’ll find out whether you’re inside or outside the centroid.

11. Mentions and credit given to other local actors to improve your local SEO

It is critical to begin a strategy of reaching out to other local actors in order to boost your local SEO. Whether or not they are related to you. What matters here is the quality of the link they will create for you on their websites, directories, or portals. These mentions must be relevant to the area (chamber of commerce, tourist office, local information site, associations, etc.).

12. Mention your location in the title tags

As with the title tag of your home page, in order to improve your SEO, do not be afraid to include the city, department, or region that is important to you in the title tags of your pages. This is especially important if the page is important for your natural referencing, such as the home page, contact page, or others. However, take care not to do this everywhere.

13. Presence of a keyword in your company name

When you registered the name of your future company, you made the wise decision to include a strong keyword: the company’s theme. This is entirely up to you, but it will benefit your local referencing. So, if you’ve chosen the name “Bakery Smith,” having the definition of your business in your company name will always be a plus on the internet. A keyword that you can then use in both your domain name and your Google Local page.

14. The search location's proximity to your business address

While it is important to post your address and contact information all over the web so that search engines and users know where you are, it can also be used to determine how close your offices are to the location of a query. This is a factor for computers and can result in a new customer visit, but it is even more powerful with smartphones.

15. The quantity of reviews on review sites open to Internet users

Before booking a table in a restaurant, trying out a new hairdresser or going to a particular tourist attraction, more and more people are relying on reviews posted by Internet users. Ask “I want to know which is the best rated tattoo in Edinburgh” and Tripadvisor will tell you right away. Reviews, and even more so when they are positive, are an essential part of local SEO.

If your clientele is concentrated in a specific and well-defined geographical area, you cannot afford to ignore local SEO. 

This is a phenomenon that should force you to work more thoroughly and precisely on your referencing, but the consequences will be beneficial to you.

If you need help with your local referencing do not hesitate to contact our experts.