Today the eCommerce sector in Google is more than competitive, this is already a reality, dowhere a large part of the privileged positions are being obtained by the “pure players” from the digital sector such as Amazon, or Zalando among others… If you are an offline world store and you have tried to be visible on Google, you will have already realized this.
But calm down! There is light at the end of the tunnel and today you differentiation by your location in the earthly world it can also serve you in the world of seekers. How? Lets start by the beginning…
What is local SEO?
The local, like the actions of Google Ads for local businesses, are the set of strategies and techniques to be carried out in Google for users who have geolocation search intent.
This geographic search intent is differentiated into two sub-intents:
- The user wants to move to local (Dentist Girona)
- It takes into account the location in its purchase process (Seat León second hand Girona)
The importance of the local pack
The local pack is a set of 3 local business results…with a map of their locations pulled from Google Maps. This section of the SERPs is characterized by the great amount of visibility it offers for local searches, as we can see in the example below for the search for SEO Consultant Girona 👇
On the other hand, a clear example of eCommerce would be the search for “Girona bike shop”:
Factors that Google takes into account in local positioning
The factors of local SEO positioning they are very similar to the generals: eitheruser orientation, quality content, loading speed, backlinks, and many other aspects that we analyze in the Nevertheless, for local searches we must highlight 3 differentiating aspects:
- Distance: It is the most important factor and is exclusive to local SEO. We only appear in local searches if our business is close to the user’s location at the time of searching or to the location you refer to in your search query
- Prominence: This factor is a kind of digital popularity “similar to page rank”. Google uses a series of indicators to know how reliable our business or our brand is. Among other factors, it is based on reviews and ratings.
- Relevance: It consists of the greater or lesser coincidence of your company profile with the searches carried out. To be relevant you must make it very clear to Google what do you do and where do you do itas far as possible, using the appropriate keywords. You must offer a result that satisfies the need of the search, since the greater the match, the greater the relevance.
- Conclusion: Being close, offering trust and satisfying the needs of your potential clients is what will make you gain local visibility.
Let’s go to practice!
Aspects to work on local SEO in a physical store
The execution of an operation of Local SEO for eCommerce It is divided into three fields:
- On-page SEO
- Google My Business
- Link building on Websites of the Area and the Sector
Let’s analyze the main factors to optimize:
On-page SEO
Highlight that the overall web seo will have an impact on the positioning in the local pack section!
In fact, Google confirmed that your organic SERP rankings impact your local rankings: “Position in web results is also a factor, so SEO best practices apply to local search optimization as well”.
📌 This means that the higher you are in the organic results, the higher you are in the local pack.
A clear example, we can see it in my case for the query “SEO Girona Consultant” where in organic I am in the top 2 and in local pack I am in the top 2 🙂
This is why creating content, optimizing your pages, and building backlinks are still super important for local store SEO.
The changes that we can make in our eCommerce will focus on:
1. Have the NAP controlled and clear
NAP citations (name, address of our store location and phone number) are key local SEO ranking signals.
Why is this important? Okay, Google uses NAP to confirm that all your business information is correct and it’s not fake. And the more often you find NAP citations for your business, the more confident you can be that your address is where it says it is and that your phone number is correct.
2. Blog article posts about local news
It will be very interesting to work on articles on the blog related to actions that we have carried out at the local level or topics related to our sector and the locality.
An example is this pest control website that offers a service throughout the province of Girona:
3. Store or product landings + location
Create specific landings for store search + location, example:
Through this URL we can position in the section of the organic SERPs As we see in the case of
Trick: This URL is the one you should put in my business 😉
What we will execute in the Google My Business Listing
The main actions to be carried out in our Google My Business file will be:
1. Title and description
Enter your representative main keyword of your business and add the semantic keywords in the description. In case of «Madrid bike shop» We see how Secondbike Madrid is working very well:
On the other hand, it will be interesting that in the description you enter the semantic keywords without doing stuffing (excess keywords within the text).
2. Business category
Define the same business category as your competitors have entered to appear in the keywords in which you want to be visible. In the case of Consultor SEO Girona, all of them had “marketing consultant”.
For this reason I have introduced the same category 😉
The importance of reviews
Getting positive reviews can help you (assuming people aren’t incentivized to leave reviews or ask questions en masse). And negative reviews can hurt you. This means that respond to reviewseven negative ones, can help your local SEO efforts for your store.
Tricks to get reviews on your store
In addition to asking for them! 😉
- Give a discount code in return for your next purchase
- make gifts
- Enter the request in the purchase ticket
- enter a giveaway
Also, another way to get reviews is to ask your database by mail or WhatsApp with a simple link. Sign in to your GMB account and go to the card “Get more reviews”.
Finally, generate a Short URL that you can send to customers.
Link building actions
Actions we will take to gain prominence and authority in our geographic area and, if possible, themed 😉
Local newspapers or media
Work actions of link building and local display through providers of advertising space in the area.
We see a clear example in the Diari de Girona, where several companies are advertised.
local directories
Show up and work at directory or classified websites that appear in the SERPs locally. We see that for the keyword «CoWorking», Girona appears a section focused on finding results in…
In the case of SEO Consultant Girona We can see:
For this reason I have created my file in the directory with the keyword SEO consultant Girona:
Local PR Actions
Makes public actions in your locality that can have a viral impact related to your industry. Example of the opening of a new coworking in Gironawhich has been published by the Diari de Girona:
In addition, by analyzing your link profile, we can detect press release practices in other local media.
Don’t forget Google Ads
Since you have the opportunity to exploit the display of your My Business file through specific campaigns for your area 😉
Conclusion on local SEO for stores
If you have an online store, take advantage of the possibility of highlighting your main competitive advantage, the proximity to your potential client and the possibility of offering zero environmental and monetary costs. In addition to being able to provide customer service in person + all the advantages of an online store 🙂
Do not wait another minute! and start being visible on Google for your potential customers next to your store
I hope you find it useful! Until the next SEO post for eCommerce 😉
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus