Local SEO is an essential strategy for any business with a physical location. If you have a store, restaurant, clinic or any company that depends on nearby customers, you need to optimize your presence on Google so that they can find you when they perform local searches.
Throughout this article we will see that It is local SEO, how it works, its benefits and the best strategies to improve your positioning on Google and in the other existing search engines.
What is Local SEO?
Local SEO is the process of optimizing a website and other digital assets to improve a business’s visibility in local searches. For example, if a person searches for “dental clinic in Valencia”, Google will prioritize the results to the closest dental clinics. The local SEO positioning It is divided into two main strategies:- Website optimization (content, SEO architecture, links, etc.)
- Google My Business and Maps Optimization (location, reviews, interactions, etc.)
Importance of Geolocation in Local SEO
Geolocation is organic positioning, depending on the user’s location or the place related to the query. Google determines local results based on geolocation, meaning the user’s location at the time of the search. This affects the SERP (search engine results page) in the following ways:
- Results change within the same country based on the user’s location.
- It affects not only mobile devices but also desktops.
- It is a changing factor: the same search may show different results depending on the time of day and the device used.
For this reason, properly optimizing the Google My Business profile and web content with geographic terms is key.
How Local SEO Works
Google’s algorithm evaluates multiple aspects to determine which businesses to show in local search results. These factors include the user’s location, website optimization, the Google My Business profile, customer reviews, and the business’s authority on the internet.
Here, we analyze the three pillars of local SEO:
Proximity: The Importance of LocationOne of the key factors in local SEO is the proximity of the business to the user performing the search. If a user searches for “dental clinic in Madrid,” Google will prioritize the options closest to their current location.
This aspect is automatic and depends on the geolocation of the device from which the search is made, which is why it is essential to ensure that your business address is correctly configured in your Google My Business profile and on your website.
Prestige: the authority of your business on the internet
Google not only prioritizes the businesses that are closest, but also those that have a good online reputation. The quantity and quality of reviews, mentions on other websites, and the popularity of the business influence its position in search results. Businesses with more positive reviews and a strong presence in local directories are more likely to appear at the top of local search rankings.
Relevance: Matching the User’s Search Intent
The third key factor is relevance, which refers to how well your business information matches the user’s search intent. If someone searches for “Italian restaurant in Madrid,” Google will prioritize businesses that have detailed information on their Google My Business profile and website about their food offerings, location, and services.
To improve relevance, it is important to use local keywords in the business description, Google My Business posts, and website content.
Benefits of Local SEO
Implementing a local SEO strategy brings multiple benefits for any business, including:
- Greater visibility on Google, especially in the Local Pack and Google Maps.
- Increased organic traffic to the website and physical business location.
- More high-intent customers.
- Improved online reputation thanks to positive reviews.
- Competing with larger brands in a more equitable environment, where relevance and proximity matter more than advertising budget.
Local SEO Architecture
One of the first steps is to define a website architecture optimized for local SEO. This involves creating a clear and organized structure where each city, neighborhood, or area where the business operates has its own optimized page.
For example, a sneaker store with a presence in several cities could structure its site as follows:
- Company.com/sneaker-store-barcelona
- Company.com/sneaker-store-valencia
- Company.com/sneaker-store-madrid
Each of these pages should be optimized with relevant content for the location, including geographic terms and local references to help Google understand the connection between the business and the area in question.
Transactional Pages to Attract Local Customers
Transactional pages are essential in a Local SEO strategy. These pages are designed to attract potential customers and convert visitors into actual customers.
For a transactional page to be successful, it should include:
- An optimized title with the local keyword (e.g., “SEO Agency in Barcelona: Improve Your Local Web Ranking”).
- Persuasive text that explains the services and advantages of the business in that specific location.
- Testimonials or success stories from local clients.
- A clear call-to-action (CTA), such as “Request your free consultation in Madrid now.”
- Embedded Google Maps with the business address.
On-Page Optimization for Local SEO
For Google to understand the local relevance of the business, it is crucial to optimize several elements on the website pages, such as meta titles and meta descriptions, which should include local keywords to enhance their relevance in search results.
Optimized URLs, where it is recommended to include the name of the city or area. H1, H2, and H3 headers, which should follow a clear structure and contain geographic terms.
Quality content that is adapted to the writing or speaking style of the location and must address the needs in that area.
All images should contain “alt text”. They must include a description with local keywords to improve accessibility and SEO.
Use of Rich Snippets to Improve Visibility
Implementing structured data (also known as rich snippets) is an advanced strategy that helps Google better interpret business information. For effective local SEO, it is recommended to use:
- Schema.org/Organization for businesses in general.
- Schema.org/LocalBusiness for businesses with physical locations.
These structured data allow Google to display additional information in search results, such as the address, phone number, reviews, and opening hours.
Optimizing a website with a local focus is one of the most effective strategies to improve local web positioning. A well-structured transactional page architecture and the correct implementation of on-page SEO and rich snippets can make a difference and help any business stand out in local search results. One of our agency’s strengths is optimizing this type of content and local adaptation.
How can I improve my local SEO?
If you want to improve your business’s local SEO, it is essential to follow a well-defined strategy. Below are the key steps to optimize your presence on Google:
Analysis of Local Keywords for Your Business
Before starting any optimization, it is crucial to perform a keyword analysis to understand what terms potential customers use when searching for products or services in your area.
For this, you can use tools like Google Keyword Planner, Ahrefs, or SEMrush, searching for keywords related to your business and filtering by geographic location. It is advisable to use a combination of transactional keywords, such as “buy shoes in Madrid,” and informational keywords, such as “best shoe stores in Madrid.”
Competitor Analysis
An important step in local SEO is analyzing the competition that already appears in the top search results. Study which businesses are ranking in the local pack, review their Google My Business profiles, the reviews they receive, and the content strategies they use. This will help you identify opportunities to improve your strategy and stand out in the market.
Optimization of Google My Business Profile
The Google My Business profile (now called Google Business Profile) is one of the most important factors in local SEO. To optimize it, make sure to:
- Include the correct name, address, and phone number.
- Select the appropriate category for your business.
- Add high-quality images and update them regularly.
- Post content periodically with promotions, events, and relevant news.
- Respond to customer reviews, both positive and negative.
Management of Customer Reviews
Reviews on Google Business Profile play a key role in local SEO ranking. The more positive reviews a business has, the better its position will be in Google.
To encourage customers to leave reviews, you can send an email after a purchase or service, ask them in person, or include a direct link on your website.
Creation of Local Content
Content is one of the most powerful tools to improve local web ranking. Posting blog articles, guides, or news related to your industry and location helps attract traffic and improve the authority of your business.
Some local content ideas include:
- Guides about your industry in your city.
- Lists of the best products or services in your area.
- Relevant local news and events for your business.
- Testimonials and success stories from local customers.
Additionally, it is advisable to include local keywords in titles, meta descriptions, and website content to reinforce local SEO.
Beware, Google is Not Everything: The Importance of Other Platforms in Local SEO
When we talk about Local SEO, it’s common to focus on Google, as the main tool for geolocating businesses. However, there are other mapping platforms that can be more or less popular depending on the country and should not be overlooked.
Apple Maps: The Default App
Apple devices, for example, come with Apple Maps as the default search tool. Therefore, it has a significant presence in many countries. This means that if your business is not listed on Apple Maps, you could be missing out on an important segment of customers who search for directions and businesses from their iPhone, iPad, or MacBook.
Bing Maps: Default Search Engine on Windows
On Windows devices (which are still the most widely used in the world), the default map tool is not Google Maps, but Bing Maps. Therefore, appearing on Bing is still relevant, especially in the North American market.
In the United States, diversification on platforms is even more important, as there are specific navigation and mapping systems that are widely used in certain industries, such as Waze for mobility and real-time traffic or local mapping systems within platforms like Yelp.
If you want your business to have a full presence in local SEO, it is recommended to register it not only in Google’s search engines but also for Google Maps.
By doing this, you ensure that customers can find you regardless of the device or mapping platform they use, improving your business’s visibility and, consequently, your conversion opportunities.
The Local SEO Strategy is Essential
Local SEO is an essential strategy for any business looking to attract customers in its area and improve its visibility on Google. From optimizing your Google Business Profile to creating relevant content, each action contributes to improving local positioning and increasing traffic both online and to the physical store.
From properly optimizing your company profile on Google and other search engines to implementing a meaningful content strategy and using advanced techniques like Rich Snippets, every action focused on local SEO helps improve local web positioning, which in turn increases traffic, both in the digital environment and at the physical store.
If you need help improving your local SEO, ClickCrows is an expert in positioning, and we can help you stand out in any city or region in Spain and the world.
