Local visibility: the main issues
Posted: Sat Dec 28, 2024 6:03 am
In the digital age, it is crucial for a company, whether it is part of a network of brands or not, to be visible online locally. Especially when we know that 70% of consumers go to a store after consulting information online 1 .
So to generate traffic in your stores , you have to start by being seen. But how to do it? By optimizing your online visibility and your local SEO . We explain all this to you in the rest of this article.
Article updated in May 2024
Challenge #1: Improve your ranking to be among the first
Challenge #2: Mastering Google Q&A and Google Post to convert
Issue #3: Don’t neglect customer reviews
Conclusion
local visibility ranking
Challenge #1: Improve your ranking to be among the first
Do you manage a network of brands and all your establishments argentina mobile phone number list have a Google My Business listing? If the answer is yes, it's a good thing done! Now your main challenge is to optimize them in order to improve your ranking : that is, improve your local ranking to optimize the frequency with which your points of sale are presented to users in nearby search results. We'll show you how to do it right away!
Take care of the main category of your network's GMB listings
Make sure your entire network opts for the same category for better consistency and local SEO. Today there are over 4000 categories. Your main category should describe the nature of your establishment , not your activities or the products you sell . For example, choose: Italian restaurant, Pet store, Home builder ... As below:
main category google my business
Google My Business Main Category Example
Follow Google Business Profile rules
With new legislation and the passage of time, the rules for optimizing your local visibility on Google are constantly evolving. Here is a brief summary of the rules to follow (updated in May 2024):
The NAP information must be completed and correct: that is, your name, address and telephone number (hence the acronym NAP).
Do not include keywords in the name of your listing: only your business name should be included. In the case of a network of brands, it is recommended not to include the name of the city where a point of sale is located or any geographical indication.
Do not put an address but rather “ serviced areas ” if your customers cannot come to your establishment (for example if you are a real estate developer or if you work in personal services)
All information communicated must be consistent with your other digital platforms (website, local directories, social networks) otherwise it will be hidden by Google.
Add secondary categories
Categories are gaining more and more weight in the ranking, and Google regularly creates new categories, which are increasingly refined. Try to find secondary categories that contain keywords searched by your potential customers. For example:
If your main category is “Architecture agency”, you can add an “Interior designer” category
If your main category is “Italian Restaurant”, for example add “Pizzeria”, “Pizza Delivery” or even “Pizza Takeaway”.
Don't forget to fill in the subcategories (limited to 9). Be careful when choosing your categories: don't cast your net too wide , at the risk of adding categories that are too far removed from your main activities. Last piece of advice, don't forget that these keywords must also be found on your website and your local pages on social networks. Google likes consistency!
Now that you are visible, you need to succeed in converting Internet users into customers. Other elements of your establishment files will help you achieve this objective and ultimately increase in-store traffic.
google post google Q&A local visibility
Challenge #2: Mastering Google Posts and Google Q&A to convert
To improve conversion and/or the number of actions on your page (clicks on the route, on your phone number, on your website or appointments) it is important to work on the aesthetics of your page and to fill in all the information correctly.
Google Posts
Google Posts are not widely used but are nonetheless very effective in distinguishing yourself from your competitors . Google Posts should be considered as an additional and free advertising tool, similar to social networks, very important on mobile display: 82% of Smartphone owners who are shopping will use a localized search 2 . Here is an example of a Google Post:
google post local visibility
Example of Google Posts
Haven't tried it yet? Now's the time! Please note: you have the right to have up to 10 posts displayed on your profile simultaneously. Regularly publishing Google Posts about your news becomes a new means of information for Internet users who visit your profile, use it to direct them to your site or to your stores!
Google Q&A
To improve conversions , it is also important to master Google Q&A (Question & Answer). This feature has been available since 2017 and allows customers to ask their questions on GMB listings, like here:
google question answer Q&A local visibility
Google Q&A example
Did you know? Anyone can answer questions and users have the opportunity to vote for the questions and answers they consider most relevant. Questions receiving more than 3 votes and the most voted answer gain quite significant visibility on your profile. In addition, the name of the author of the question is never mentioned: nothing prevents you from making the questions and answers! Few networks manage this feature on GMB today.
Do you find a question or answer inappropriate? Do not hesitate to report it.
If you do not have any questions asked yet, you can create them yourself and answer them. This will act as an FAQ and may encourage other prospects to ask their questions.
customer reviews local visibility
Issue #3: Don’t neglect customer reviews
Customer reviews will impact both your ranking and your conversions, but at different levels.
If we had to give you some best practices for managing your reviews, they would be these:
Respond to all your customer reviews : with or without comments, positive or negative.
Respond to them quickly, ideally within 72 hours.
Be cordial when you respond and personalize your message (first or last name, keywords used by the customer, etc.)
Collect reviews from your customers regularly to ensure your freshness and feed the Google algorithm.
Since March 6, 2024, new European legislation has come into force. Google has therefore had to review its display of customer reviews by integrating reviews from other platforms. We therefore advise you not to neglect reviews from tools other than Google .
If you would like to know more:
Google My Business and DMA: what’s changing for your customer reviews
Conclusion
Ultimately, Google My Business allows you to act on your local SEO but also to increase your overall digital presence through different communication actions. Don't hesitate to use all the features that Google My Business makes available to you and to regularly measure your performance to achieve this goal!
And if you don't know where to start, consider equipping yourself with a local visibility management solution to save time while being more visible! The ultimate goal, of course, is to generate more traffic or opportunities for your establishments.
So to generate traffic in your stores , you have to start by being seen. But how to do it? By optimizing your online visibility and your local SEO . We explain all this to you in the rest of this article.
Article updated in May 2024
Challenge #1: Improve your ranking to be among the first
Challenge #2: Mastering Google Q&A and Google Post to convert
Issue #3: Don’t neglect customer reviews
Conclusion
local visibility ranking
Challenge #1: Improve your ranking to be among the first
Do you manage a network of brands and all your establishments argentina mobile phone number list have a Google My Business listing? If the answer is yes, it's a good thing done! Now your main challenge is to optimize them in order to improve your ranking : that is, improve your local ranking to optimize the frequency with which your points of sale are presented to users in nearby search results. We'll show you how to do it right away!
Take care of the main category of your network's GMB listings
Make sure your entire network opts for the same category for better consistency and local SEO. Today there are over 4000 categories. Your main category should describe the nature of your establishment , not your activities or the products you sell . For example, choose: Italian restaurant, Pet store, Home builder ... As below:
main category google my business
Google My Business Main Category Example
Follow Google Business Profile rules
With new legislation and the passage of time, the rules for optimizing your local visibility on Google are constantly evolving. Here is a brief summary of the rules to follow (updated in May 2024):
The NAP information must be completed and correct: that is, your name, address and telephone number (hence the acronym NAP).
Do not include keywords in the name of your listing: only your business name should be included. In the case of a network of brands, it is recommended not to include the name of the city where a point of sale is located or any geographical indication.
Do not put an address but rather “ serviced areas ” if your customers cannot come to your establishment (for example if you are a real estate developer or if you work in personal services)
All information communicated must be consistent with your other digital platforms (website, local directories, social networks) otherwise it will be hidden by Google.
Add secondary categories
Categories are gaining more and more weight in the ranking, and Google regularly creates new categories, which are increasingly refined. Try to find secondary categories that contain keywords searched by your potential customers. For example:
If your main category is “Architecture agency”, you can add an “Interior designer” category
If your main category is “Italian Restaurant”, for example add “Pizzeria”, “Pizza Delivery” or even “Pizza Takeaway”.
Don't forget to fill in the subcategories (limited to 9). Be careful when choosing your categories: don't cast your net too wide , at the risk of adding categories that are too far removed from your main activities. Last piece of advice, don't forget that these keywords must also be found on your website and your local pages on social networks. Google likes consistency!
Now that you are visible, you need to succeed in converting Internet users into customers. Other elements of your establishment files will help you achieve this objective and ultimately increase in-store traffic.
google post google Q&A local visibility
Challenge #2: Mastering Google Posts and Google Q&A to convert
To improve conversion and/or the number of actions on your page (clicks on the route, on your phone number, on your website or appointments) it is important to work on the aesthetics of your page and to fill in all the information correctly.
Google Posts
Google Posts are not widely used but are nonetheless very effective in distinguishing yourself from your competitors . Google Posts should be considered as an additional and free advertising tool, similar to social networks, very important on mobile display: 82% of Smartphone owners who are shopping will use a localized search 2 . Here is an example of a Google Post:
google post local visibility
Example of Google Posts
Haven't tried it yet? Now's the time! Please note: you have the right to have up to 10 posts displayed on your profile simultaneously. Regularly publishing Google Posts about your news becomes a new means of information for Internet users who visit your profile, use it to direct them to your site or to your stores!
Google Q&A
To improve conversions , it is also important to master Google Q&A (Question & Answer). This feature has been available since 2017 and allows customers to ask their questions on GMB listings, like here:
google question answer Q&A local visibility
Google Q&A example
Did you know? Anyone can answer questions and users have the opportunity to vote for the questions and answers they consider most relevant. Questions receiving more than 3 votes and the most voted answer gain quite significant visibility on your profile. In addition, the name of the author of the question is never mentioned: nothing prevents you from making the questions and answers! Few networks manage this feature on GMB today.
Do you find a question or answer inappropriate? Do not hesitate to report it.
If you do not have any questions asked yet, you can create them yourself and answer them. This will act as an FAQ and may encourage other prospects to ask their questions.
customer reviews local visibility
Issue #3: Don’t neglect customer reviews
Customer reviews will impact both your ranking and your conversions, but at different levels.
If we had to give you some best practices for managing your reviews, they would be these:
Respond to all your customer reviews : with or without comments, positive or negative.
Respond to them quickly, ideally within 72 hours.
Be cordial when you respond and personalize your message (first or last name, keywords used by the customer, etc.)
Collect reviews from your customers regularly to ensure your freshness and feed the Google algorithm.
Since March 6, 2024, new European legislation has come into force. Google has therefore had to review its display of customer reviews by integrating reviews from other platforms. We therefore advise you not to neglect reviews from tools other than Google .
If you would like to know more:
Google My Business and DMA: what’s changing for your customer reviews
Conclusion
Ultimately, Google My Business allows you to act on your local SEO but also to increase your overall digital presence through different communication actions. Don't hesitate to use all the features that Google My Business makes available to you and to regularly measure your performance to achieve this goal!
And if you don't know where to start, consider equipping yourself with a local visibility management solution to save time while being more visible! The ultimate goal, of course, is to generate more traffic or opportunities for your establishments.