2017: The Introductory Guide to Local SEO

Written by: Jason Bayless | October 24, 2017

The discreet changes made by the Google engine to responses on local queries was baptized by a member of the SEO community with the name “possum.” Every major modification of the Google algorithm bears a name. These names are usually invented by the SEO specialist community.

For a site that wants to be referenced locally, creating a Google My Business page is a necessary step. After many changes and a lot of platforms like Google Maps, Google finally succeeded in offering a single practical and complete tool called Google My Business. This tool allows you to create a business listing that is automatically deployed on Google’s various sites like Google Maps, Google+, and Google’s search results. You need to regularly update this record if you want it to show up in the search results.

Create your Google My Business listing by validating the website with Google Analytics, and validating the form, by phone or mail. Encourage your customers to post positive reviews on your Google page. Update your Google+ page regularly and with local content. Complete the Google My Business form in its entirety so that it has a description, visuals, information, and hours.

To help your website locally, you can also follow these steps. They will allow search engine robots to understand a local website more easily and quickly. Integrate a geo sitemap and microdata to facilitate local referencing

If you have only one street address on Google My Business then on the Google My Business site you must have a dedicated page for your street address. This is often the contact page but the street address must also be on all the pages, maybe listed at the end of each page. If you have several street addresses then you have to make a page for each address.

Changes to the Google My Business listing results were noticed recently. You may wonder, “What changes did Google make?” Some Google My Business listings have disappeared, others are now displayed which were not displayed during previous queries.

Google is trying to improve its local results. Therefore, Google may decide to display local results located in neighboring towns if the number of responses from an area is insufficient. Google used to base itself on the delimitation of municipalities and responded to requests that were formulated with a city name plus a keyword business. Now, Google is free from constraints related to the boundaries of municipalities.

In addition to the search engines, some specialized sites will help with your optimization of local SEO. Here are some tips to follow. Be present on the most relevant social networks like Twitter, Facebook, and Pinterest. Register on Yelp and the Yellow Pages. Always use the same format for a street address and use this on all media, such as directories, websites and social networks.

Lastly, this year content is king and this is also valid for local SEO. Think of highlighting the specificities of a locality like access, transport and neighborhoods. The better the content and the better it is adapted to its target, the better it will be referenced by the search engines.

Indeed, the needs are not the same from one region to another or from one city to another. Find out about the expectations of your users. If a user uses a tablet or a smartphone, there should be no problem knowing where they are. However, from a computer the results can be surprising.

Google will use the location shown by an access provider. And that can be very different from their real location. However, if a query is from a device that Google can locate properly a user will see responses that accurately reflect their location.