What is local SEO?
Local SEO is the set of techniques that let a business appear in Google’s search results for geo-located queries: “boulangerie Paris 15” (a bakery in the 15th arrondissement of Paris), “coiffeur à Bordeaux” (a hairdresser in Bordeaux), “plombier urgence Lyon” (an emergency plumber in Lyon) and so on.
Google shows two kinds of local results: the “Local Pack” (a block of 3 businesses with a map, reviews and contact details) and the classic organic results. The Local Pack alone captures 44% of clicks on local searches.
Step 1: Optimize your Google Business Profile
This is the pillar of local SEO. Here is what your profile must contain, without exception:
- Your exact business name (no keyword stuffing)
- A precise primary category, plus secondary categories
- Full address and service area
- A clickable phone number
- Up-to-date opening hours (public holidays included)
- The URL of your website
- At least 10 recent, good-quality photos
- A 750-character description that includes your keywords
Step 2: Collect Google reviews
Google reviews are among the most powerful local ranking factors. A business with 50 reviews at 4.7 stars almost always beats one with 10 reviews at 5 stars. Set up a systematic way of collecting reviews: an automatic email after every job, a QR code in the shop, a reminder at delivery.
Reply to ALL your reviews, positive and negative alike. A professional reply to a negative review shows you take your work seriously and reassures prospective customers.
Step 3: Create geo-targeted content
Beyond Google Business, your website itself has to talk about your area. Create dedicated pages for each geographical area you serve. “[Your service] in [Town]”: one page per combination. Well optimized, these pages can get you into the organic results.
Step 4: Local citations
A “citation” is any mention of your business on the web that carries its name, address and phone number (NAP). The more consistent citations you have on reference directories (Pages Jaunes, Yelp, Tripadvisor, Kompass, LinkedIn and so on), the more confidence Google has that you really exist locally.
The rule: absolute consistency. “6 Rue des Métairies” must be written exactly the same way everywhere.
Step 5: Local backlinks
Links from local sites in your region are especially valuable for local SEO. Partnerships with local associations, the regional press, chambers of commerce, professional bodies and the like: these links send Google a strong geographical signal.
How long before you see results?
Local SEO moves faster than national SEO. For queries with little competition in mid-sized towns, significant improvements can show within 1 to 3 months. For Paris or Lyon, in saturated markets, allow 6 to 12 months of steady effort.
To find out where you stand on your local queries, ask us for a review of your visibility in your town.
Applying this method takes time every month. If you would rather hand it over, see our SEO agency in Pau, in south west France.
Conclusion
Local SEO is one of the most profitable strategies there is for a small business or an independent shop. Unlike Google Ads, its effects last and build up over time. Invest in it now, and your town becomes yours, little by little.
To go further, see our SEO method, step by step and website design in Paris.
Our SEO agency in Paris applies these same local SEO principles to dominate searches in the capital.
