Local SEO Fundamentals For Small Business

Written by: Jason Bayless | September 21, 2017

“A user who performs a local search is already planning to perform an action. The term “”local search”” is understood to mean when a user is going to carry out a geolocalized search on a directory, a search engine or any other portal. This is quality traffic, that’s why you need to make sure that the surfer finds you.

Local SEO is what will allow you to become visible to all these internet users who are searching for information. For some time, local searches have become commonplace on Google. Concretely, local SEO represents a set of techniques for positioning a site in search results for localized queries. Clients look to these kinds of searches to evaluate companies in their region, learn about them and make their choices.

Let’s look at the update of the Google algorithm called Google Pigeon that upset the history of local SEO. It was named in reference to pigeons that have the ability to be able to find certain places. This name was not chosen by Google, but rather by a recognized SEO specialist.

Pigeon was deployed in the United States on the 24th of July, 2014. The impact of this update was widely felt by SEO specialists, who have been forced to change their SEO strategy to fit this new Google. Therefore the impact of this update was very strong.

When performing a local search, the results appear in what can be called the “”local pack”” or the “”Google My Business”” block. At that time it included up to 7 places pinned on the Google map. It has since been reduced to 3. This display still gives an enormous gains in visibility as it appears at the top of the page and on the front page.

On the other hand, this new algorithm dedicated to local searches has become better linked to the algorithm for classical searches. Indeed, the criteria for tracking a result in Google Maps or on the local block are now closer to those used for classifying classic search results. Thus, even without precise geographical indication, Google is able to show you relevant local results. Finally, Google has also indicated that it has improved the classification parameters related to distance and geolocation.

And it’s likely that things with Google My Business started like this, at brainstorming sessions at Google: “”Good God, how do we make people start using Google+?” Users knew little about how to use Google+. Google has wanted to become a professional networking provider, however the Google+ profile page has struggled to give LinkedIn and Facebook a run for their money.

It was still necessary for Google to find a way to justify Google+ and they needed to better integrate it with their other services. Therefore, Google has developed a new interface that is fast, easy, intuitive and useful, and includes Google+, called Google My Business. Launched in June 2014, the Google My Business service is designed to simplify the use of Google services. It is especially aimed at companies with a physical address that are open to the public, whether or not they have registered with Google Local.

Google has put all its talents in colorful graphics and flat design to present its new Google My Business creation. Let’s be clear, to show up in local searches means you have to have a real address. A user has to be able to calculate a route and arrive at a physical location.

Google My Business regroups a number of Google services that allow management of customer relationships. This is a page from which you can do almost everything. It is a kind of crossroads of the Google world.”