Google has seen searches using the term "near me" increase by 75% in Brazil in recent years. Furthermore, according to Google, 50% of consumers who perform a local search on their smartphones visit a store within a day – and this is called local SEO…
Right now, hundreds of consumers near your store are searching for something you sell. That's why you, if you own a physical store, need to consider local SEO to improve your ranking in local search results .
By the end of this article, you'll have a solid understanding of how to leverage your location to attract more customers into your stores using a local SEO strategy.
Happy reading!
What is Local SEO?
Local SEO, in essence, are strategies that help marketing and SEO professionals promote and market their products and services to potential local customers and those close to their stores .
Local SEO serves to increase the visibility of local stores in search results with local intent , bringing more customers to the establishment, helping the business grow and building a solid reputation among local customers.
If you want to attract potential customers nearby who are looking for a product or service like yours, Local SEO, or optimizing for “near me” searches, should be an essential part of your marketing and SEO strategies.
What is the difference between “normal” SEO and Local SEO?
One of the main characteristics that differentiates a “normal” SEO strategy, which aims to increase the quantity and quality of a website's traffic, from Local SEO is the type of results for which companies are competing.
While SEO for websites and web pages is primarily focused on securing high positions in organic search results, Local SEO adds an additional element to the algorithm formula—the consumer's location .
Therefore, Local SEO strategies are not about improving your online visibility globally, they are about increasing the visibility of physical stores to the public.
right, those who have a clear intention of finding a nearby location and making a purchase.
A Local SEO strategy helps businesses increase their chances of having their products and services found by local customers, at the exact moment consumers are searching online.
Google called this moment ZMOT or Zero Moment of Truth .
What is the Zero Moment of Truth (ZMOT)?
The Zero Moment of Truth or ZMOT is the research and discovery stage that precedes the purchase decision during the purchasing journey.
For example, how would you choose a hotel for your vacation or even a cool pizzeria for happy hour ?
You search on Google and start reading reviews from other customers about their experience at that establishment and make your decision.
ZMOT is just that, the moment when the consumer researches and evaluates the options to make their purchasing decision.
What determines a consumer's choice during the research stage is, above all, a brand's online reputation . The stronger the reputation, the more trust and conversions a brand can achieve.
How does ZMOT apply to your business?
In the following survey, you'll notice that Brazil is the country that most researches a brand online before making a purchase. About 74% of the Brazilian population connected to the internet searches for information about a brand online.
Given this fact, we can conclude that more than 70% of potential sales are impacted by the online reputation of brands .
The study released by Hubspot, The 2021 State of Experience Marketing 2021, found that 57% of marketing professionals in the US believe that managing online reputation is more important than investing in advertising.
That's why, currently, one of the main marketing strategies is related to gaining a brand's online reputation , being the best and most effective way to influence consumers' choices when they are researching and comparing brands, products, stores or services, before making their decision .
The strength of a brand's online reputation is a fundamental requirement for Google's algorithm when it comes to searches with local intent.
What are local intent searches?
When a search has local intent, it will be done like this: “optics near me” or “optics in [my location]” or simply “optics” in Google Search or Google Maps.
For these types of searches, Google's little bots understand that the user wants suggestions for stores near their current location. So these bots show a list of the most relevant establishments nearby.
According to Google, searches using the term "near me" have grown by 75% . Typically, you might associate a "near me" search with something like "restaurants near me" or "gas station near me."
But, according to Google's own data, there's been a rise in "near me" searches for very specific items, like " cowboy near me" or "where to get a facial near me."
the growth in searches with local intent , reported by Google , in Brazil below
trends.embed.renderExploreWidget(“TIMESERIES”, {“comparisonItem”:[{“keyword”:”near me”,”geo”:”BR”,”time”:”2017-01-01 2023-10-24″}],”category”:0,”property”:””}, {“exploreQuery”:”date=2017-01-01%202023-10-24&geo=BR&q=perto%20de%20mim&hl=pt”,”guestPath”:”https://trends.google.com.br:443/trends/embed/”});How do searches with local intent or “near me” impact customer attraction strategies?
According to industry data, 46% of all Google searches have local intent, meaning users are looking for businesses nearby .
Another very interesting fact, presented in a recent study by Stone Temple, states that 78% of searches with local intent on mobile devices result in an offline store visit within 24 hours .
For you, this means that if your store isn't optimized for local searches, you're likely missing out on potential customers who are close to your store and ready to make purchases .
Optimizing your stores' Local SEO will allow you to reduce your cost of acquisition (CAC) and increase your conversion rate, meaning more sales!
But for this to work, you need to know the ranking factors for a search with local intent.
What are the ranking factors for local SEO?
According to Advice Local's annual report, the top three factors that influence local SEO rankings are: Google My Business, Customer Reviews, and Links. ( See the report in English here )
Note that Google My Business has an impressive 36% on local search results. Add that to the 17% of reviews (customer ratings).
These two factors represent an impact of over 50% on local intent search results.
If you don't already have a local SEO strategy , now is a good time to start thinking about it 🙂
In addition to these factors, it's very important that you understand how Google determines a store's local ranking .
How Google Ranks Businesses in Local Searches
To return local search results, Google's algorithm primarily uses relevance , distance , and prominence (online reputation) . These factors combine to help find the best match for a search with local intent.
According to Google , the algorithm may determine that a business further away from where you are is more likely to offer what you're looking for than one that's closer.
Thus, the company at a greater distance receives a better ranking in local results.
A. RELEVANCE ー how well your business matches what a consumer is searching for
Relevance determines the best match between a local store and a consumer's search. Adding complete and detailed business information helps Google better understand your business and rank it based on its relevance to the user.
We'll show you how to have a complete and optimized Google My Business profile later.
B. PROMINENCE ー or Online Reputation is the degree of trust and popularity (number of reviews, rating, interactions, etc. )
Prominence refers to a business's popularity— its online reputation . For example, Google's rating and review volume are considered when ranking a business in local search.
The more positive reviews and ratings your business has, the better its local ranking.
This characteristic is also evaluated based on Google's web information about a business, such as links, articles, and directories. Its position in Google Search results is also considered.
C. PROXIMITY ー How close you are to the person who searched
Considers the distance between each potential search result and the term used in a local search.
When a user doesn't specify a location in their search, the distance is calculated based on what Google knows about their location.
In December 2021, Google released an important update: the Vicinity Update . This update increases the weight of the Proximity factor.
What is Google My Business?
Google My Business is a platform where you can create a free company profile and manage how your company appears on Google Search and Google Maps, attracting more customers to your store and e-commerce business.
If your website used to be the online showcase for your physical store, today this role is played by Google My Business listings!
With a Google My Business account, you can share information about your business (including name, location, and hours of operation), add photos, respond to customer reviews, and see how and where people are searching for and finding your store online.
Google My Business (GMB) is a fundamental requirement for achieving consistent ranking results in searches with local intent. If you don't already have a profile, now's a good time to create one.
How to create a company profile on Google My Business
The path begins on the following page . Remember, you'll need a Google account. If you don't have one, create one before starting the GMN process.
When searching for your company name, one of three scenarios could occur:
- Your company does not yet GMN profile
- Your company GMN profile
- Your company already has a claimed profile on GMN and you will need to request access from the account administrator.
Regardless of the scenario, the platform is very intuitive; just fill out the required fields. If you have any questions during the process, you can find the step-by-step guide .
How to Use Google My Business to Attract More Local Customers
According to industry data, 46% of all Google searches are from users looking for local information (such as “near me” stores), and 4 in 5 consumers use search engines to find local information.
Right now, thousands of consumers near your store are searching for something you sell. A complete Google My Business profile helps you reach the top 3 of the local pack!
According to Moz, an optimized GMN profile has an incredible 25.12% on the Local Pack .
What is Local Pack?
The Local Pack is a section of Google search results that displays the three most relevant local businesses for a search with local intent. 50% of consumers who perform a local search on their smartphones visit a store within a day.
Establishments that achieve the local pack will enjoy a significant advantage in capturing consumer attention because they will appear first.
Ensure your Google My Business profile is optimized to increase your chances of appearing in the local pack, that is, at the most valuable moments, when customers near your store are looking for the products and services you offer.
7 tips for a much more optimized Google My Business profile
Check out 7 tips below to improve your company's Google My Business profile. These are the same tips we use here at Harmo with our clients.
webinar on how to register your company on Google My Business, which is definitely worth watching!
1. Entering the company name
Fill out the form with only your company's official name. Don't add any additional information like location or store number, as this can harm your SEO.
- WRONG! Good Price Supermarket – São José (103)
- CORRECT! Good Price Supermarket
If you have more than one store, maintain the same name across all listings. This will strengthen the SEO of all stores.
Do not enter any keywords next to your business name.
After the release of the Vicinity Update , Google began penalizing companies that use this practice.
2. Choosing the business category
The chosen business category should describe the company's core business . You can add additional attributes about your business, but be careful when using this field.
For example, if you own a supermarket that also has a BAKERY and a BUTCHER'S SHOP, you can include these attributes in the additional categories.
However, if you have a mechanic shop that doesn't offer car towing services, but on exceptional occasions you need to provide this service, don't include car towing in the additional categories, as it may harm rather than benefit your business.
If a consumer finds your profile for a specific product/service that you don't offer, their expectations will be frustrated and, ultimately, they will evaluate your company negatively, damaging your online reputation.
In addition to the fact that your company ranks for a keyword that has no relevance to your business .
3. Address
Please only provide information that is part of your official address . Your location's full address may include the room number, floor number, block number, etc.
Avoid using descriptions such as “corner of Av. Major Santos and Av. Rio Negro” or “across from Parque dos Coqueiros”.
IMPORTANT:
Adjust the pin positioning on the map to make it easier for your customers to find your establishment.
4. Company name in multiple units
The names registered on the forms must be the same across all brand units to generate greater impact on indexing.
Avoid entering the address next to the store name, for example “Lojão da Economia – Santos” or “Lojão da Economia – Ibirapuera”.
For Google, these are two different businesses and not two stores within the same chain, which ends up reducing their indexing power.
Standardizing names for all company units will ensure that the listings are indexed together and boost Local SEO results for the entire network.
5. Description
Enter a description of your company: what it offers, what differentiates it from the competition, its history, or other useful information for customers. For example:
Harmo is the Experience Marketing in Brazil, perfect for retail chains with physical stores . We are the only 3-in-1 solution that integrates Digital Presence ( Google My Business , Facebook Local, Tripadvisor, iFood ), Reputation Management Satisfaction Survey Management ( NPS, CES, CSAT ), creating a powerful lead generation engine. Listen, interact, analyze, and act on customer needs throughout the entire journey , transforming your customers into the main channel for acquiring new customers. Harmo: Experience is the new Marketing .
Using keywords in the GMN listing description helps index terms that are relevant to our business, attracting more qualified people .
Google doesn't allow you to highlight special offers, prices, and promotions. Examples of prohibited content include "Everything is 50% off" or "The best cheese bread in town for R$5!"
6. Inserting images
Invest in professional photos. When you create your profile, include photos that express your brand's concept.
Your GMN listing is your online showcase, so it's essential that you post beautiful photos of your establishment, as they convey the first impression of your brand.
According to Google , businesses with photos receive 42% more requests for directions to their store and 35% more clicks to their websites than businesses without photos.
- From the outside
- Post photos of your business from different angles so customers can recognize your business wherever they come from.
- From the inside
- Photos should help the client recognize the atmosphere through the decoration.
- Product photos
- Show the customer the best view of the product you offer, show your brand's favorite items.
7. Standardization across all units
By doing this, you increase the relevance of your listings to Google's little robots. With disparate information, you end up dispersing this power. Therefore, ensure a standard for this information:
- Store name on the form;
- Website;
- Main Category;
- Additional Categories;
- Brand description.
One last tip, but no less important, always keep your address, phone number, and opening hours up to date.
Google Reviews: How Do They Impact Your Business?
Businesses that regularly customer reviews as part of their marketing efforts 62% more revenue than businesses that don't. (Birdeye, The 2021 State of Online Reviews).
Managing customer reviews is a marketing strategy for customer acquisition . After all, the more reviews a company has, the higher it will rank in search results.
Google's little robots think like us, consumers. We always want to find the best product, the best store, the best service.
So these little robots reward companies with a greater volume of social proof in their favor, that is, more positive reviews and, consequently, a better online reputation .
How responding to Google reviews helps your local SEO strategy
When a customer shares a review publicly, whether positive or negative, they're providing Google with some very important information:
- Whether the company is a legitimate operation;
- If you have real customers who have interacted with it;
- How well the company serves its customers.
Did you know that 45% of consumers say they are more likely to visit a business if it responds to negative reviews ? (source: Online Reviews Statistics and Trends: A 2022 Report by ReviewTrackers)
Review responses make a real, measurable difference , not just to the consumer leaving the review, but to everyone who reads it.
Therefore, responding to reviews is incredibly important and relevant for winning new customers . This way, when your company is found in the results, it's more likely to be the chosen option.
That's why it's crucial that this task be delegated to the marketing and SEO departments, so that reviews are responded to with a focus on indexing and acquisition , transforming public customer feedback into a powerful marketing strategy!
Responding to customer reviews is a crucial part of Local SEO, so we'll delve into this topic in more detail below.
How to respond to positive reviews
- say thank you for the review! Regardless of whether it was positive or neutral.
- Repeat the positive points the client wrote, this way you reinforce SEO.
- Always use your company name in responses to positive reviews.
- Use and abuse keywords , highlighting your qualities and strengths.
- Offer new information in your responses. After all, thousands of people will read your answers and learn about the news, which can generate more sales.
See how you can respond to reviews with a more strategic approach?
How to respond to negative reviews
- say thank you for the review ! A negative review is the best way to correct a problem and improve quality.
- Acknowledge the problem and apologize for the negative experience . Don't over-explain; trying to justify or question the customer will irritate potential customers who will read your response. Respond by putting yourself in your customer's shoes and thinking about how you'll look good in the photo by showing that you accept criticism because you want to constantly improve to serve your customers better.
- Ensure that steps will be taken to correct the situation and avoid directing the customer to the company's customer service department to explain what happened. If you're unsure what action to take, simply state that you're taking steps to ensure this never happens again.
- When it's a more critical review, direct it offline , especially if it's a Facebook review, as this channel accepts replies, counter-replies, and even comments from people who have never purchased from your company.
- Never include your company name in your response to negative reviews. You don't want your company name associated with negative experiences in search results.
Bonus! Two more important tips:
- Never take it personally.
- Never use canned responses or copy and paste. Copy and paste is worse, much worse, than NOT RESPONDING, because it sends the message: "All I want is to get these reviews out of the way; I don't care what you (the customer) are saying about me .
Conclusion
SEO is an essential strategy for any business looking to attract more local customers. By optimizing your business's local SEO, you can increase your visibility in Google search results, which can lead to more website visits, more sales, and more customers.
Here are some tips to optimize your business's local SEO:
- Create a complete Google My Business profile, including information like your name, address, hours, and photos.
- Respond to customer reviews quickly and professionally.
- Use relevant keywords on your website, Google My Business profile, and other online channels.
By following these tips, you can start attracting more local customers to your business.
Bonus: In addition to the tips mentioned above, here are some other things you can do to improve your business's local SEO:
- Join local online directories.
- Create content relevant to your field and share it on social media.
- Promote your business at local events.
So, if you want to attract these customers, it's essential to have an effective local SEO strategy that includes review management and brand reputation on Google My Business. Here at Harmo, we're the leading authority on local SEO in Brazil. Feel free to schedule a 25-minute meeting with us.
