In France, almost 46% of Google searches are for local information. 86% of consumers use Google Maps to find the location of an establishment.
Local Search Engine Optimization (SEO) is based on improving a site's positioning on a search engine, within a defined geographical area. The aim? Attract as many potential customers as possible to your point of sale. Getting noticed in your catchment area is a key challenge for retailers operating locally.
Want to know how to be visible on Google? In this guide, discover our tips for boosting your local SEO.
Why increase your local referencing?
Local search engine optimization (SEO) simply means getting your business listed in the SERPs for a given location. Improving it means optimizing the position of your point of sale in geolocalized search results. This natural referencing technique is essential for all professionals marketing their products through a physical store. In certain sectors, such as the restaurant, craft, hotel and service industries, it is even more essential.
Discover the benefits of local SEO for your business:
- Attract local customers. Thanks to local referencing, they are informed of your store's presence. An unlisted shop risks losing credibility.
- Gain visibility in a desired geographical area.
- Gain a competitive edge over your competitors in the same geographical area.
- Generate quality traffic. Internet users conducting local searches have an immediate intention to buy. They have a need or desire to satisfy at a given moment. For example, the query "Chinese restaurant" entered around 7 p.m. conceals a concrete desire to dine out.
A few tips to boost your local SEO
We give you 4 tips to gain visibility in local search results.
1. Regularly update your company profile
Free of charge, the business listing (formerly Google My Business) can be customized by the merchant (opening hours, photos, posts, offers, etc.). On the listing, it's essential to show how your establishment is unique. To do this, you can :
- Add essential information ;
- Share relevant, quality photos;
- Add attributes to provide more information;
- Reply to notices, private messages ;
- Publish answers to frequently asked questions ;
- Offer services to simplify purchasing.
2. Work on your website's SEO
It's essential to offer an excellent user experience (UX) on all media: mobile, desktop, tablet. The N.A.P. (name, address, phone number) must be consistent across all platforms. Google's algorithms take into account :
For the Local Pack:
- Plant sheet (32%) ;
- Opinion (20%) ;
- On-page SEO (16%) ;
- Links (14%) ;
- Behavioral (10%) ;
- Quotes (8%).
For organic results:
- On-page SEO (34%) ;
- Links (30%) ;
- Behavioral (12%) ;
- Plant sheet (10%) ;
- Quotes (8%) ;
- Opinion (6%).
3. Encourage your customers to leave positive comments on Google
2 out of 3 French people consult online reviews. 3 out of 5 will not visit an establishment if it has a rating of less than 3.5/5. Positive customer reviews generate 39% more contacts for businesses. More than 9 out of 10 French people are interested in owners' responses to negative reviews.
The 3 most effective methods for gathering opinions:
- An oral request from a salesperson.
- E-mailing.
- SMS.
4. Use social networks
Being present on networks contributes to local SEO. They help build engagement with the local community. Make sure you choose the right social media (targeting, sector of activity, objectives, etc.).
SMS marketing: a real asset for local referencing
Between 2020 and 2021, SMS marketing grew by 18%. Although often overlooked, it represents a real competitive advantage for retailers.
This marketing lever is distinguished by its ease of use. SMS messages contain just 160 characters. The message transmitted is brief. It is easily memorized by recipients. It requires less planning than an emailing or social media campaign.
SMS marketing delivers fast results. 97% of SMS messages sent by a company are opened. Unlike e-mails, over 90% of text messages are read immediately after receipt.
SMS marketing enables you to carry out promotional/commercial or informative/transactional SMS campaigns. The objectives can be varied: promoting offers, news, alerting contacts at a specific time, sending notifications, etc.
This communication channel is ideal for making yourself known to users who don't use the Internet (in the case of a physical store, for example). 84% of French people aged 12 and over have a smartphone.
SMS marketing campaign rates are very competitive. They provide a good return on investment (ROI). They are degressive according to the volume sent. To maximize the impact of your SMS mass mailings, choose the best times of day. These are Tuesday or Thursday mornings, from 10 a.m. to 12 p.m., or afternoons, from 2 p.m. to 4 p.m.
Commercial SMS offers direct communication and a higher loyalty rate. These are very important factors when it comes to making an impact in a restricted sector.
How about launching an Interactive SMS campaign to engage your core target audience? Dataventure can help you implement a customized drive-to-store strategy.
Generate point-of-sale traffic with a geotargeted approach. Develop responsive landing pages or mobile mini-sites with our integrated studio. Multiple modules are available to optimize the performance of your SMS campaigns. Contact us to find out more.
