Search engines are increasingly making our daily lives easier, in particular by helping us find the information we need quickly and efficiently on the internet. When searching for Internet users, Google relies on natural referencing to offer results pages. On the other hand, it should be noted that for Google, the important thing is to offer relevant results and information during a search on the web. To do this, web results have for some time been based on geolocation.
The transmission of this information is based not only on natural referencing, but also on local referencing, or local SEO. It is not only a solution for Internet users, but local SEO is also an opportunity for a company and a local business.
Natural referencing based on local referencing, what is it?
Natural referencing or natural SEO is a method to better position the content of web pages when proposing search results by Google. Thus, the more a web page is well referenced, the more the page in question is positioned among the first results that Google offers to Internet users. SEO service is thus a combination of technique and optimization of its web content to improve the visibility of its web page on the internet. For a company, or a business, the objective is to appear among the key results of Google.
Thus, for Google, the parameters to be considered to assess the relevance of web content cover the experience of customers on the web page, in particular the bounce rate, or even the ergonomics of the website, the technical elements of the page web, content optimization, and finally local SEO.
It is since the year 2006 that the local referencing or local SEO appeared in the information system. But it’s only been a few years since local SEO has gained momentum. This is explained by the fact that Google tries again and again to offer results and information according to the geographical position of the Internet user. Thus, for a company, SEO referencing is an effective way to improve the visibility of its business in a defined catchment area.
Local natural referencing: an advantage for a company?
For a company or a business, the development of its activity is not limited only to its production and sales. It is important that it improves its visibility on all channels, including the internet. Indeed, currently, a customer prefers to collect information or opinions on the Internet before coming to consume a good or a service from the company.
Local referencing thus presents itself as an opportunity for companies, since it is preparing a way to improve the visibility of its business in a well-defined catchment area. A pastry chef, a caterer, a gym and fitness center, a delivery company can very well reap the benefits of local SEO marketing services.
More concretely, it therefore becomes possible to multiply its sites and web pages according to the location of its business and its customers. Example of the company Histories audition which has been able to take advantage of local referencing very well by assigning a website per area:
Local SEO: how does it work?
There are two types of searches based on the geographical location of a customer on Google:
- A search that does not specify geographical locations, but is automatically linked to the position of the Internet user, or of the customer. Searching for information on the Internet of this type can be formulated as “Chinese restaurant”. The results of your searches, or the Google My business listing of the companies that appear, are thus based on the positioning of the Internet user. Thus, the results and the information that Google provides during a search remain a function of the very position of the Internet user. It is a logical and relevant process;
- A search that specifies geographical locations. For this type of search, we can for example type in the search engine “Chinese restaurant in Paris”. In this case, the search results will show you information about restaurants in the city. This way, you will have information and Google My business listings for these restaurants. Here, the search results are independent of the positioning of the customer.
Have a good local SEO: how to do it?
To ensure its local referencing, in other words so that its web page and its web content are displayed among the search results offered by Google, a few techniques are important. One of these techniques is the choice of keywords to use in its content, or on its Google My business listing.
When choosing your keywords, it is important to think and think like an Internet user, or a future customer. The question to ask yourself is which words best match your business, your web page content. This is an essential step to determine the relevant keywords for your content, but also keywords relating to your company and its activities. It is advisable to add your geographical location to your keywords. This will add more precision.
Always in relation to the choice of your keywords, it is also important to analyze the volumes of searches on the internet. It simply means seeing how many people are using the keywords in your web page content when searching the internet. Once the results are obtained, favor the keywords that Internet users use the most, and forget the keywords that are the subject of little research. To help you in your choice, it is advisable to opt for keywords with at least 100 searches per month. You can use some tools in this process. These tools will facilitate your analysis.
The last element to know in the process of choosing your keywords for your Google My business listing or for your web content is nothing but competition. Indeed, all web pages will seek to analyze and have the best keywords to improve their natural referencing and their local referencing. On the other hand, keywords that are too coveted can make SEO difficult. The explanation for this remains simple, since everyone is looking to optimize their local SEO.