Local SEO: how it works

There are many brands on the web that operate in a well-defined geographical area and, especially for them, implementing an appropriate positioning strategy on search engines (SEO Local) is of fundamental importance to intercept geo-localized queries, therefore customers potentially interested in own products or services.

Google, since 1994, has decided to respond positively to this need, developing Google My Business (GMB), the reference point for any company that wants to manage its online presence on the search engine and especially on Google Maps.

In a local SEO digital strategy, the professional management of a Google My Business page represents a fundamental opportunity to intercept users, turning them into customers.

Let’s go into details, to try to better understand what Google My Business is and how it works.

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    What are the advantages of managing Google My Business page?

    Every business, especially if rooted in the area, should have a Google My Business card, to provide users with a detailed overview of all the activities and characteristics of the company itself.

    Within the Google My Business card it is in fact possible to insert a series of fundamental data for the consumer: the name of the company and any pay-off, a brief description of the activities carried out, illustrative and engaging images, the link to the official website and social profiles. Furthermore, thanks to Google My Business, the company will also appear on Google Maps, thus allowing users to find it easily.

    According to a research carried out by BrightLocal, a platform dedicated to local marketing, 64% of consumers use the Google My Business tab to find the address, telephone number and opening hours of a business, as well as consult reviews of customers who are already get in touch with the company.

    These, however, are not the only advantages of an investment in SEO Local, which includes the management of the Google My Business listing. In practice, the benefits are varied:

    • A valuable opportunity to increase the visibility of your company, differentiating it from the main competitors in the sector which, especially at the local level, can guarantee the success of an activity.
    • A way to increase the number of reviews. People trust the opinions of others: the ability to receive opinions about the quality of the products or services offered helps to increase the reliability of a company. If a business gets positive reviews on the web, its prestige increases. Thus, users will be more likely to choose that company than a competitor.
    • A tool for collecting strategic data, which can be fundamental in planning marketing actions. Among the most useful insights we remember the way in which people arrive on the card, how and with what they interact and, above all, where the searches are carried out.

    Why entrust the management of the Google My Business listing to professionals

    As with any activity carried out on the web, it is not enough to open and develop a Google My Business card by entering the basic data. To obtain new contacts, it is necessary to implement a series of strategies that are developed and optimized over time, which allow users to understand in detail the proposed offer, the values and the quality of their products.


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