A local query is an online search performed by Internet users that is distinguished from other searches by its precise location.
In recent years, with the explosion of smartphones, most people have changed their consumption habits and purchasing patterns. They are now ultra-connected and have easy access to all the information they want, when they want it. In the space of a second, they need to be able to find online all the information they need to make a decision about buying a product or using a particular service.
Another trend, which has been widely observed and in particular reinforced following the global Covid-19 epidemic, shows that consumers are increasingly turning to local businesses. In fact, over 40% of queries on Google concern searches for local businesses. They want to know in real time which stores and outlets are around them, so they can get there quickly. As a result, people are increasingly including geolocation elements in their so-called "local" queries.
A local query is an online search carried out by Internet users that differs from others in that it includes a precise location element. This query is made in a search engine, and the geographic location can be the catchment area of one of your points of sale, a street, a district, a city or even a region.
The economic and marketing stakes associated with these queries are considerable. In fact, almost 30% of geolocated searches result in an immediate purchase, and over 70% of Internet users who have searched for a local business go there within a day.
So, if you want to drive traffic to your points of sale, you need to adopt an SEO strategy and optimize your local SEO.
Local SEO belongs to "traditional" search engine optimization, even if they differ in their objectives. In fact, these two marketing levers employ the same strategies; however, local SEO focuses primarily on making your brand visible in a defined geographical area, to connect you with prospects evolving around your points of sale.
As mentioned above, local SEO helps generate more visits to your points of sale by boosting their visibility. This technique is a powerful tool because it directly targets the users around your stores. These searches come from interested, local people. The result is precise, high-quality traffic. It's good to know that after searching for a local business on their smartphone, 88% of consumers interact with that business within 24 hours. In fact, proximity to a store is the decisive criterion in prospects' decision to buy a product or use a service.
In conclusion, for this local marketing strategy to be relevant, it's essential to have optimized local SEO.
There are many ways to optimize your local positioning. The most important thing is to choose the right methods and tools according to the objectives you have set yourself.
To begin with, it's important to create profiles for each of your outlets in Google Business Profile (formerly Google My Business). This listing service for businesses will enable you to manage all your store accounts directly. To do this, you'll need to enter all the information you need to know about your business (store name, telephone number, address, opening and closing times, services offered, description, etc.). This contact information is the most sought-after by web users when they want to find out more about an establishment. You can also include your company's website, as well as a contact form. Although it's not compulsory, it's also a good idea to include photos of your establishments to encourage users to visit them.
All these elements will enable you to optimize the referencing and visibility of your points of sale in Google Search and Maps. In fact, when someone performs a geolocation query, your profile will appear directly in the results. The advantages of this tool are to increase the visibility of your stores at local level, to be geolocated on Maps, to give a serious image to your brand, but also to boost your online reputation thanks to the reviews left by customers.
It's interesting to note that the Google My Business website will soon be evolving in such a way as to facilitate the management of multiple profiles in a single location, in a section called Business Profile Manager. This will save you considerable time in administering all your accounts. It will still be possible, however, to manage them individually on Search and Maps if you wish.
Secondly, it's essential to register with online directories such as Yellow Pages, TripAdvisor, Yelp and others. This will enable you to increase your online presence among Internet users. However, you'll need to do some research beforehand to identify directories that are relevant to your business sector. Being listed in this type of site will increase your reliability in the eyes of prospective customers. Indeed, prospects attach a great deal of importance to these elements. If a business isn't listed anywhere, doesn't have a review, or even a website, it's a safe bet that people will get suspicious.
You can also improve your local positioning by creating and managing company pages on social networks. In fact, this strategy will enable you to increase your visibility by setting up a network around your point of sale. You'll also be able to engage with the local community.
There are many methods and strategies for improving your local SEO, in addition to those mentioned above. The most important thing is to choose the right ones for your brand and objectives.
The Ramp is the #1 solution for managing local digital advertising for network retailers and FMCG brands.
By simplifying access to all digital inventory, The Ramp enables the network headquarter, or each individual outlet, to launch local campaigns in line with the brand's catchment areas, creative assets and audiences.