The power of local SEO with GMB

How Google's local search works

 

First of all, you need to understand how Google's local search actually works. Let's take a look at this using the example of a restaurant.

 

Google now knows that users sometimes search for sites that have a regional connection to their current location. For example, if you are traveling in HAMBURG and type "restaurant" into the search mask, Google will mainly show you results from restaurants in Hamburg.

 

A few particularly strong pages, such as Wikipedia, will of course still make it to the top positions. However, the more specific the query becomes, the fewer "general hits" there will be.

 

Long tail keywords that are explicitly related to a specific location are even clearer. For example, if you enter "Italian restaurant Hamburg", you will logically only be shown Italian restaurants in Hamburg. If, on the other hand, you enter "Italian restaurant Cologne", you will logically be shown Italian restaurants in Cologne, regardless of your location.

 

There is another special feature in Google's local search: Google MyBusiness entries. Some of these are displayed on the right-hand side of the search results or right at the top. Here, users can find recommendations for companies or localities that are in their area (and that match the search query).

 

 

How do I optimize my site for local search?

The optimization for GOOGLE'S LOCAL SEARCH is basically based on three factors:

 

• Content matching the search query
• Recognizability of local relevance
• Strengthening local relevance

 

Of course, the classic SEO SUCCESS LAWS and the SEO BASICS, which I have already examined in my previous articles, still apply. With local SEO the tips I have now mentioned are also on the checklist.

 

Content matching the search query

 

If - to stay with the example - you run an Italian restaurant in Hamburg, this should also be clear on your website. Think about how users should find their way to your site. The following terms are conceivable, for example:

 

• Italian / Italian (in) Hamburg
• Italian restaurant / Italian restaurant (in) Hamburg
• best Italian / best Italian (in) Hamburg
• Italian cheap / Italian cheap (in) Hamburg
• etc.

 

Of course, the most relevant keywords should also appear on your page. This will make it clear to Google that you are indeed the owner of an Italian restaurant (in Hamburg).

 

Recognizability of local relevance - including with Google my Business

The fact that the word "Hamburg" appears from time to time on your website suggests to Google that your Italian restaurant is actually located in the Hanseatic city.

 

However, it's best to help Google even more so that the search engine is really sure that you are worth displaying in the local search results.

 

For example, make sure that there is a map on your website and integrate the address of your restaurant on every subpage (e.g. in the footer). This way, there is no way around Google assigning you to the city of Hamburg.

 

 

This is where the aforementioned Google MyBusiness entry comes into play. Here you have the option of entering your exact address so that Google knows the exact location of your restaurant. Anyone within a radius of a few hundred meters will now most likely be directed to you.

 

Did you know? There used to be Google Places entries in addition to the Google MyBusiness entry. Google has now merged the different approaches and offers a universal solution with Google MyBusiness.

 

Strengthening local relevance

 

To prove to Google that you are not only local but also worth a mention, you need to increase your local relevance. The Google MyBusiness entry also plays an important role here.

 

Google offers a 5-star rating system that allows users to rate their visit to a location. Motivate your customers to leave a review. In this way, you not only collect valuable feedback, but also push your local relevance.

 

You should also keep an eye on the user experience on your Google MyBusiness entry. Current posts, high-resolution images and further information make the user curious. Google registers the behavior on the business pages, which can also lead to an improved ranking.

 

Tip: Another way to improve the local power of your site is to use so-called "local citations". These are, for example, entries in local business directories. This is another way to emphasize your local connection and increase relevance