Local SEO: get listed on Google Maps

Local SEO is the art of referencing a site in a very specific geographical area. Local queries are transactional queries, that is, they create revenue. There are good practices for referencing your website using Local SEO.

Two levers allow you to be referenced on a local scale: use a Google My Business listing to be referenced on Google Maps or create local pages on your website to be referenced on the search engine.


1 – Google My Business: definition

Google My Business (GMB) allows you to indicate to Google the existence of a business on Google Maps. Google will make your activity visible on its map, but that’s not all.

Indeed, local results from Google My Business also appear in a dedicated SEO insert on the search engine. Having a good Google My Business listing will therefore allow you to quickly and easily obtain visibility on the internet.

A – Creating your Google My Business listing

1 – Writing your Google My Business listing

To create a Google My Business listing, go to this page: https://www.google.com/intl/fr_fr/business/. Then just follow the given steps one after the other.

Be sure to provide as much information as possible:

  • The email address;
  • Telephone number ;
  • Some photos and or videos of the company;
  • The heart of activity;
  • Opening hours;
  • Etc.

2 – Validation of your Google My Business listing

Creating a Google My Business listing takes time. Indeed, your listing will not be active until you have proven to Google the veracity of the information indicated on it. To do this, Google will send you a letter, in which you will be given a code. You will then have to integrate this code into your Google My Business account to finalize the validation.

B – Referencing your Google My Business listing

Once the Google My Business listing has been created, it is necessary to make it as visible as possible. Thus, here is the analysis of the formula communicated by Google themselves, concerning the referencing of Google My Business listings:

Google My Business Positioning: Relevance X Distance X Importance

Here :

  • Relevance is the link between what your company offers and the user’s request on Google;
  • The distance is the distance that separates you from the Internet user at the time he performs his search;
  • The importance corresponds to the reputation of your business, and more specifically to the reviews left by your customers on your GMB listing.

The two actionable levers for the best referencing of your Google My Business listing will therefore be your relevance and your importance.

It is therefore recommended to fill your GMB file to 100%, to update it regularly and to publish posts on it regularly.

To receive as many reviews as possible, consider asking your customers for feedback on your Google My Business listing.

2 – Local Pages

The idea here will be to position one or more pages of a website on the results of the Google search engine around so-called “local” queries.

A – Why do local SEO on the pages of a website?

As a reminder, there are several types of local requests:

  • Product + City;
  • Department + City.

Thanks to the SEO work carried out on the local pages, you will position yourself beyond the geographical radius of your Google My Business listing.

Imagine the visibility that position 1 on Google would give you on queries such as:

  • Your service in Paris;
  • Your service in Lille;
  • Your service in Lyon;
  • Etc.

B – Case study

So how to position one or more pages of your site on local requests. We are going to study the strategy put in place by the site which positioned its home page on the first page on the request “Agence SEO Lille” in less than 6 months.

It is then a question of integrating the keyword of the locality in all the important tags of the web page concerned. This is called on-page semantic optimization.

It is important to integrate your target query into 4 main tags:

  • The H1 beacon
  • The H2 beacon
  • The Meta Title Tag
  • The Meta Description tag

As part of the page positioned on “Agence SEO Lille”, we observe the following tags:

Title H1: The Smartest SEO Agency


Meta Title: SEO Monkey • Natural SEO Agency in Lille

Meta description: SEO Monkey is an SEO Agency based in Lille that supports companies of all sizes in their SEO strategy.

In summary

In summary, there are two ways to position your business on geographic searches: create a Google My Business listing to position yourself on Google Maps or create pages with a local query as target queries. It is important to focus your efforts on these 2 levers together to obtain the expected results.

Article written by


Antoine Veyrieres

Antoine Veyrieres is the founder of the SEO MONKEY agency in Lille. He shares on his channel…

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This text is published under the responsibility of its author. Its content does not in any way engage the editorial staff of Les Echos Solutions.

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