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What is Local SEO?
Local SEO is your ability to rank high in Google results for local searches related to your activity. A local search includes a geographic dimension (district, city, street, department, region…). For example, when you look for a garage in Nice or a hairdresser in Mulhouse.
Be careful, SEO corresponds to the optimisation of the natural referencing of your website and is therefore different from SEA which corresponds to paid referencing (Google Adwords, Facebook Ads, etc.)
What is the purpose of Local SEO?
Local SEO allows you to focus on more specific, fewer, and much more qualified queries! Indeed, an independent florist in the 10th district of Lyon has a much better chance of appearing in a Google search for "Florist Lyon 6th" than in a search for "Florist" which will compete with all florists in France and especially brands like Truffaut, Interflora, etc...
Local referencing is therefore key to attracting nearby customers to your business. Let's not forget that more than a third of Internet searches have a local dimension!
Why is every search partly local?
Most Google searches are geolocated because the majority of mobile phones and computers have not disabled their geolocation. For computers that have disabled their geolocation, Google assigns everyone a default location based on the internet connection IP.
Moreover, thanks to a specific algorithm, Google identifies queries where it believes the user will prefer local results: "restaurant", "mechanic", "florist", "apartment", "printing"... Thus, a "restaurant" search will not return the same results in Paris, Lyon, Marseille!