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Local SEO: what it is and how to get your business located by searchers in the region

Geolocation is essential for companies that depend on physical establishments, such as restaurants, stores, dental offices and pet shops

Local SEO is aimed at optimizing search engines taking into account geolocation (Google Maps, for example) and other resources, such as social networks so that the user can find a solution close to where he is.

It is increasingly common for people to search for products or services using search engines like Google. With that in mind, many companies have sought to position themselves so that their websites are located and in the top positions.

One of the alternatives to help companies localization is SEO (Search Engine Optimization) , which consists of optimizing the pages of a website to achieve good organic positioning in search engines (Google, Yahoo!, Bing, etc.).

However, in some cases there is a need for local SEO, as geolocation will be essential for the company’s survival. This often happens with businesses that rely on physical establishments such as restaurants, stores, dental offices and pet shops.

But what is local SEO?

Local SEO is also aimed at optimizing search engines, but it takes into account geolocation (Google Maps, for example) and other resources, such as social networks, so that the user can find a solution close to the place he is.

Have you ever thought about having your business located by a person who searched your city?

You will be able to attract more audiences, generate new sales and have a more relevant online presence.

With that in mind, the purpose of this article is to help businesses that depend on geolocation to survive. If your company is one of them, check out below how to optimize your site to have a good local SEO and take advantage of it.

1. Optimize your website

For starters, I recommend using the Website Analysis tool, which will help you check your website’s performance and SEO.

Thinking about local positioning, consider taking the actions below:

  • Create a contact page with address and phone number. Include all if you have more than one establishment.
  • Make it possible for mobile devices to click on the number to place a direct call. See this post from Google: Click to call.
  • Add a map with your location.
  • Add testimonials as they convey social relevance and more credibility.
  • If you are interested in positioning for a specific city, include the name of the city in the title and description of the page. For example: Clínica Sorriso, the best dentist in São Paulo.
  • Have a responsive website: with the increase in mobile searches, technological advances, and the use of smartphones, more and more local searches are made through mobile devices. That’s why it’s extremely important that your website is responsive.

Be sure to check out the article How to do On-page SEO optimization and improve your organic results.

2. Produce local content

Building authority is critical to any business.

Create a blog and develop local content that helps people. Don’t talk about your product or service, but about topics that are relevant to your persona, that meet your pains and needs.

Important Tips:

  • Do a keyword study. You can use a keyword planner to find out which queries related to your neighborhood and city are linked to your services and products. After that, choose the ones that have the greatest search volume and relation to what you want to write.
  • Use your domain to benefit from SEO. For example
  • Include the name of your city and neighbors in your posts, in addition to commonly used terms.
  • Include local news and happenings, bringing useful information to your audience.
  • Sponsor local events, teams or organizations and write about them.
  • Interview or invite local experts to write on your blog.

Tip: Be original and produce relevant, fresh content. Do not copy full posts from other sites as this could compromise your SEO due to duplicate content.

Want to learn more about local content production? I recommend reading the post: How to do content marketing for local businesses.

3. Create Google My Business

Google My Business is a free and essential tool in a local SEO strategy.

By registering, you will improve your ranking and will have a detailed profile being presented to people who carry out a survey:

4. Take your profiles online

The website is not the only alternative for those who want to have a local position. Be present on major social networks and rating platforms.


With over 2 billion active users, Facebook is the largest social network in the world. According to Facebook itself, 102 million Brazilians connect to the network every month.


Google still reigns supreme with its 7.6 billion searches. When we list local searches, the Google 3-pack displays the corresponding sites and ratings.


TripAdvisor is a travel site that provides information and opinions related content to tourism. It has over 32 million members and over 100 million reviews and opinions on hotels, restaurants, attractions and other travel-related businesses.


The Foursquare is an application that uses your geolocation information to help you discover new experiences consumption, recommending interesting places such as bars and restaurants anywhere in the world.

It has 60 million registered users and of these, more than 50 million perform monthly activities.

Below is an image of a query related to “food” for the city of São Paulo:


Who has never read a company review before buying a product or hiring a service online?

It is common for people to read reviews and analyze ratings, being a decisive factor in their purchases.

If your rating on any site is less than 4 stars (usually ranging from 1 to 5 stars), it’s worth paying attention. Bad ratings drive consumers away. And a lack of ratings may not convey credibility to your brand.

A study by the Harvard Business School points out that raising your score by one star can increase your revenue by up to 10%.

Encourage your customers to conduct an assessment of your business! But remember: what will motivate you is the quality of your products/services associated with an excellent service.

See which well-regarded establishments can be highlighted in the searches performed:

Have you ever heard of NPS (Net Promoter Score)? See NPS: what it is and how to implement it in your company.

6. Partner with local blogs

There are likely to be several relevant blogs in your region that have something to do with your business. Getting links from these blogs can help boost your local SEO.

Look for partnerships and use this traffic channel to increase the volume of visits to your website.

Receiving links from other sites is one of the most important organic ranking factors.

See below: What is link building and how to put it into practice.


For you who have a business that depends on direct sales in your establishment, local SEO is essential to reach new local users, making your company more competitive.