Nowadays, everyone searches almost everything on Internet. Then we understand that every online seller wants to be found to increase his sales and benefits. But, how can we achieve that? Through the Local SEO and the search engine positioning, as “more visibility” means “easily found”.
It’s the main target of every business: not to be unnoticed neither in the street nor in Internet. For this last objective we have to appear in the first positions of the search engines, something easy to achieve if we focus our efforts in the Local SEO.
But, what is Local SEO? Surely we all have noticed, at least for once, the search results which appear in the top of the Google search engine. If we write, for example, organic products in Google search we’ll see a map with a list of organic shops that we have around us. In the following image we can see the results I have, but obviously these results will be different for you.
Thus, we already know what Local SEO is, now the only thing left is learn how to take benefit from it for our website. In this post I’ll focus myself in showing you the key factors to appear in this local searching but also I’ll explain the tools that Google gives us, for example, to use in a local physic store of organic products.
Location and the Local SEO
Let’s think for a moment, what is the first thing we assess from a store? I’ll say, with no doubt, its location. It’s clear that it’s better for a shop to be in a centric area; the same happens online: the more closer we are to the top search positions in Google more visibility we have, which means that we’ll have more benefits in our business.
To have a maximum visibility we need to optimize the Local SEO of our business. In our example of an organic store, we’ll need to have ―aside from a physic store, obviously― our shop’s address in all of our site’s pages in order to have it registered on Google. How can we achieve that? A common solution is to write in our site’s footer the name of our company accompanied by its address and phone contact number, which is commonly called NAP.
By including these data in the footer of our website we’ll be reflecting quality and professionality and it’s something that, unfortunately ―and frequently―, our webmasters forget to include or propose to their customers. However, there’re a lot of WordPress themes in which we can include custom information in the footer with no need of coding knowledge, like with Tacte free WordPress theme. But also there’re a lot of WordPress plugins that we can implement in our theme in case it doesn’t allow us to change its footer information, such as:
Even more, we can give the maximum perfection to our optimization by including a page with a Google map of our location, i.e., the typical page we call “Contact”, “Where we are” or “About us”. These pages can seem secondary, but the truth is that they are very relevant for Google.
Micro-formats or Rich snippets
The rich snippets are little fragments of XML code following the Schema standards which help us understand the content of the websites for the search engines. But, how does affect all of this to the Local SEO? There’re lots of kind of rich snippets like, for example, the ones that provide information from a recipe, the dates and location of an event, videos as featured images, etc. But also we can adapt it to a local business by using the following micro-formats that Google show us in this link.
- Book a table in a restaurant or a yoga class.
- Order food delivery.
- Show reviews of rated products.
With these microformats your business will be so much visible for your customers and at the same time we’ll be making the selling of our products or services something so much easier.
Implementing rich snippets in your website
In the following link Google explains us how to catalogue the content of your website to show the rich snippets you want, in case you have coding knowledge.
If it isn’t your case, you can also do it easily through Google Search Console, as it’s explained in this video.
However, it can be done even more easily with some plugins we can install in our WordPress dashboard to create rich snippets, such as All In One Schema.org Rich Snippets, which helps us with all the work.
Account in Google My Business
Finally, we must have in mind a Google My Business account, Google’s free platform that reunites Google+, Google Maps and Google Search to help you manage and show the information of your local business correctly in every each of them.
In this kind of account you can create events to stand out from your competition, upload quality images, show reviews and answer it or analyze your progress with the statistics it offers.
Configuring your account
If you already had an account in Google Places it’ll be automatically updated to Google My Business, if not, we can create it in this link. We just have to click in Start now —we have to have a Google account, if we don’t have it we’ll create it in this link— and search your company in the map’s search input (in case we have Google Places) or we’ll include it next to the last one in “Google My Business”. In this new page, in “Locations” tab, we can download the Excel template and fill it in our computer in order to import it later by pressing “Browse…”. We can also manage or Google+ pages in “Brand Pages” tab or create a new one.
It’s very important to verify the location of your company once you have imported it, as if we don’t do it, it won’t be shown in Google search results.
If you have some kind of trouble trying to set up your Google My Business account you can find some help in the amazing guide made by RaMGoN (in Spanish) that you have in the this link.
With all of these, in a few months your local business will start to appear in the first Google search results, easing your customer’s interaction, which will be reflected in more sales and benefits for your business.