What is local SEO and why is it important?

What is local SEO?

Search Engine Optimization (SEO), is the ability to get a business to rank higher on the internet on searches related to a keyword. Local, as the word states, is a search within a geographical area. Local SEO allows businesses to rank on more specific and qualified queries and is key to attracting nearby customers to an establishment. SEO is organic, contrary to Search Engine Advertising (SEA) which corresponds to paid referencing.

80% of consumers start their search online, 46% of all searches have to do with location, and 93% of the time, Google Business Profile’s (GBP) will be displayed.

In short, Google Business Profiles are the new and improved Yellow Pages

GBP is a free tool that highlights your activities, products or services, all contributing to your visibility of Google. Knowing that 9 out of 10 purchases start with a Google search, we advise you to make the most out of this tool.  Besides most mobile phones and computers have their geolocation turned on, and if not the IP address will detect a location. Also thanks to an algorithm, Google identifies requests and will judge keywords such as restaurant, garage, florist as local searches. Local SEO has become even more crucial as users search for businesses on the go or use voice assistants, such as Siri or Google Assistant. Optimizing for local SEO ensures discoverability.

But why should I care about my Point of Interests' (networks, locations, customers) SEO?

As a brand, SEO is certainly a strategy you already implement but it's equally as crucial to extend its benefits to your points of interest (POI’S).

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Doing this will help you:

• Expand your Local Reach: Optimizing associated locations allows brands and service providers to extend their local reach. By leveraging local SEO techniques, brands can ensure that potential customers in specific areas easily find their POI's.
  

• Strengthen your Partner Network: By investing in, or educating your POI's, brands strengthen their partner network. When POI’s receive increased visibility in local search results, they become more valuable assets to the brand. This, in turn, fosters stronger partnerships, boosts brand loyalty, and creates a symbiotic relationship where both parties benefit.
  

• Improve your Customer Experience: Improving POI's local SEO contributes to an enhanced customer experience. When customers can easily find authorized networks in their area, it simplifies the purchasing process and instills confidence in their decision. Seamless access to local networks and resellers also facilitates timely support, assistance, and after-sales services, ultimately leading to greater customer satisfaction.
  

• Achieve Consistent Brand Identity: Optimizing POI's locations ensures consistent brand identity across different regions. By providing POI's partners with guidelines and resources for local SEO optimization, brands can ensure that their brand messaging, values, and visual identity remain consistent across all touch points. This consistency reinforces brand recognition and fosters trust among customers, regardless of their geographical location.
  

• Gain Competitive Edge: Upgrading POI's local SEO gives brands a competitive edge in their respective markets. When potential customers search for products or services related to a brand, having a robust POI's presence in local search results can outshine competitors. This increased visibility builds credibility and positions the brand as a trusted authority in multiple locations.

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Conclusion:

In today's fiercely competitive digital era, establishing a strong local presence is essential for brand growth. By extending SEO strategies to POI's locations, brands can tap into untapped markets, leverage their partner network, enhance the customer experience, maintain brand consistency, and outshine competitors.

Optimizing POI's locations goes beyond reaching customers; it involves building a network that strengthens the brand's identity and fosters sustainable growth. Investing in POI's SEO unlocks untapped opportunities, but where to start?

Read this article about presence and review management.