7 Local SEO Tips to Increase Your Revenue

The year 2020 has certainly made history. The current health crisis changed the daily lives of many people and had a great impact on all spheres of society, namely the economy. Many had to become creative to survive in this unique context, including local SMEs. Several initiatives emerged in an effort to help them cope with the repercussions of the pandemic and to promote buying local. These include, Le Panier Bleu and Ma Zone Québec, which had a significant influence on the web referencing of these organizations. In fact, 46% of Google searches hide a local intent, according to a BrightLocal survey. Did you know that there are ways to optimize your local SEO?

Did you say local SEO?

You've probably already heard of SEO (Search Engine Optimization), these strategies allow you to climb to the top of various search engine results. Therefore, what do we mean by local SEO? It is simply a Web optimization technique that made its debut in 2006 with a purpose to generate traffic, convert prospects into customers and increase brand awareness based on geolocalized queries.

This is very much like the SEO that every digital marketer knows. Local SEO is unique, in the sense that search engines, like Google, are interested in different elements to rank the results of a local query, thanks to its Pigeon algorithm. They consider the location from which the individual is searching, directory listings, reviews and comments about the organization, keywords used, and more.

7 ways to optimize your local SEO

1. Create a Google My Business listing and keep it up to date

The first step to improve your local SEO is, without a doubt, creating a Google My Business (GMB) listing. It contains all the information about your organization (contact information, business hours, photos, category, etc.) that appears when searching on Google and Google Maps. According to a 2018 study by Moz, while it is not a reason to neglect your content, your GMB listing is the factor that most influences your presence in local queries. To optimize your SEO, don't rely solely on the score provided by Google, but rather explore the tool in depth.

2. Check that your contact information (NAP Information) is the same everywhere

It may seem obvious, but your contact information (name, address and phone number) is essential for a good local SEO. List them where most suitable and most importantly, make sure they are exactly the same everywhere on the web, whether it's on your website, directories such as the Yellow Pages, Yelp or elsewhere. This is important in order to avoid confusion. The more Google sees this information, the more the search engine will be able to confirm the existence of your business and the accuracy of your contact information.

3. Select the right local keywords

When you do a Google search, you first come across Google Maps that has a list of three results matching your query (commonly known as a Map Pack or Local Pack) and then other organic results. The three targeted organizations in the Map Pack represent the results that best meet the search criteria. Therefore, consider including local keywords in your web content to reach this market, to appear in a Map Pack and to achieve the objective of your local SEO strategy. Looking for some inspiration? Start by listing the keywords that your current and potential customers might use to find you on the Web and add localization terms (for example, "dentist in Montreal"). Feel free to check directories or search engines for other suggested terms.

4. Add Google Maps in the contact page

Integrating Google Maps into your contact page improves your local SEO, as it helps the search engine associate your website with your Google My Business account and once again confirms your listing information. This action also allows the Internet user to better visualize your geographical location.

5. Pay special attention to reviews - both positive AND negative

Reviews illustrate how your current and past customers feel. Knowing that most people rely on the opinion of their peers to complete a transaction, encourage your customers to leave a review on one of your platforms (Google, Facebook, etc.). We also recommend that you respond to both the positive and negative reviews. Not only does this allow you to rectify certain situations, but it also shows that you are genuinely interested in what your customers think and that you take their comments into account. As such, you participate in building a relationship of trust, an element that greatly influences the purchasing process and SEO.

6. Request backlinks to other relevant local sites

Also known as "inbound links," backlinks are links to your website that appear on the pages of other websites. Pages referenced by multiple websites tend to rank higher on search engines. In fact, when you present several quality backlinks, that is to say that they come from credible domains and are linked to your organization, Google tells itself that the content of your website is relevant and useful and will therefore put it forward. This optimization strategy may seem difficult as it is essential to create content that will have value and that others will want to share, but it has a great impact on your SEO.

7. List your organization in directories and get local quotes

Whether you are a general practitioner, specialist or local, directories such as Yellow Pages, Yelp or TripAdvisor allow you to optimize your positioning in local queries, as they contain a wealth of information about your industry and business. As with your Google My Business listing, make sure that your profile in these directories contains as much relevant information as possible. Your website, for example, could serve as a backlink. However, avoid rewriting the same company description on each platform, Google does not like copy/paste. Directories can also provide you with refreshing ideas for keywords you might not have thought of!

Local SEO: the big SEO trend of 2021

If you only had one resolution to make for 2021 regarding your Web presence, it should definitely be to pay special attention to your local SEO. Proximity and buying local have never been so important to the consumer. Whether on your own or accompanied by a digital agency, there are several tips to optimize your local SEO. Take advantage of this new consumer behavior to gain visibility, increase your revenues and above all, promote local expertise!