The latest trends in Google local search engine optimisation

latest trends in Google local search engine optimisation

Le local referencing on Google has become essential for businesses looking to promote themselves and attract customers to their area. Local searches allow consumers to quickly find nearby businesses that meet their needs, whether they are looking for a restaurant, a shop or a service provider.

In this article, we'll explore the importance of local SEO for businesses and outline the latest Google local SEO trends. We'll also look at how to optimise your website for local search, leverage local content to improve your rankings, harness the power of online reviews, build local citations and links, use Google Maps features and geolocationand measure and improve the performance of your local referencing.

Importance of local referencing for companies

Local SEO is crucial for businesses that want to stand out in today's competitive market. Consumers are increasingly searching locally for businesses close to them, and businesses that appear at the top of search results are more likely to attract these customers.

Local SEO also allows businesses to target a specific audience, speaking directly to people who are likely to be interested in their products or services. This can help improve the effectiveness of marketing campaigns and generate a higher return on investment.

Finally, local SEO can help boost a company's profile and reputation in its region. By appearing at the top of local search results, businesses can be perceived as leaders in their sector and benefit from positive word-of-mouth from satisfied customers.

Google Business Profile: An essential tool for local referencing

Google Business Profile is a free tool offered by Google that enables businesses to manage their online presence on the web giant's search and mapping services. By creating and optimising a Google Business Profile, businesses can appear more easily in local search results and attract more customers.

To get the most out of Google Business Profile, it's important to provide accurate and up-to-date information about your business, such as address, telephone number, opening hours and services offered. It's also essential to add quality photos and videos to give potential customers a better idea of what you have to offer.

Finally, don't forget to ask for reviews from your satisfied customers, as positive reviews can greatly improve your ranking in local search results and encourage others to choose your business.

The latest trends in Google local search (Local SEO)

Local SEO trends on Google are constantly evolving, and it's important for businesses to keep abreast of the latest developments in order to maximise their online visibility and attract more local customers. Here are some of the latest trends to be aware of:

Optimising your website for local search

To take advantage of the latest local SEO trends on Google, it's essential to optimise your website for local search. This means including keywords relevant to your industry and region in your titles, meta descriptions and site content.

It is also important to use structured data to help Google understand and correctly display information about your business, such as address, opening hours and customer reviews.

Finally, make sure your site is adapted to mobile devices, as more and more local searches are carried out from smartphones and tablets.

Leveraging local content to improve rankings

Local content is a key element in improving your site's ranking in Google's local search results. By creating content specific to your region, you can show Google that your business is relevant to local searchers.

This can include items from blog on local events, tourist guides to your region, testimonials from local customers or case studies of projects carried out in your region. Don't forget to include local keywords and links to relevant local resources to further strengthen your local SEO.

Harnessing the power of online reviews

Online reviews play an important role in the ranking of local search results on Google. Businesses with many positive reviews are perceived as more trustworthy and are therefore more likely to appear at the top of search results.

To capitalise on this trend, encourage your satisfied customers to leave reviews on Google and other online platforms. Also, respond quickly and professionally to negative reviews to show that you are listening to your customers' concerns and are committed to improving their experience.

Building local citations and links

Citations and local links are essential for improving your ranking in Google's local search results. Citations are mentions of your business online, usually in the form of your name, address and phone number. Local links are inbound links to your website from other relevant local sites.

To build local citations and links, collaborate with other local businesses, take part in local events and create quality local content that encourages other sites to mention you and link to you.

Using Google Maps and its geolocation features

Google Maps and geolocation features are increasingly used by consumers to find local businesses. To take advantage of this trend, make sure your business is correctly listed on Google Maps and that the information is up to date and accurate.

In addition, use geolocation features to target potential customers in your region with specific ads and promotions.

Measuring and improving local SEO performance

To maximise the impact of your local SEO efforts, it's essential to regularly measure your site's performance and make improvements accordingly. Use tools such as Google Analytics and Google Search Console to track data such as traffic, impressions and clicks for your site.

Use this data to identify areas that need improvement, such as pages that have a bounce rate or keywords that don't generate traffic. By making changes to your website based on this data, you can improve your ranking in local search results and attract more local customers.


Local search engine optimisation (SEO) on Google is essential for businesses looking to promote themselves and attract customers to their area. By keeping up with the latest trends in local SEO on Google, you can maximise your online visibility, improve your ranking in local search results and attract even more local customers.

By optimising your website for local search, leveraging local content, using online reviews, building local citations and links, using Google Maps and geolocation features and measuring and improving your local SEO performance, you can create a strong and lasting online presence for your business.

Don't forget that local SEO is an ongoing process, and that it's important to keep abreast of the latest trends and continue to make improvements to your website and your local SEO strategy to remain competitive in the local market.

So what are you waiting for to boost your local listings on Google and attract even more local customers?

Other articles on local referencing

Some of our SEO Case Study clients Natural Search Engine Optimisation

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Questions to our SEO Agency

1 Choosing an SEO Agency

The choice of SEO Agency should be based on the agency's technical skills, of course, but also on the results obtained over time on specific client cases.

You can consult our case studies in the "Case studies" section. Sectors of activity / Case studies

A blog article is also devoted to this subject: How to choose an SEO Agency.

2 Why is it important to have good SEO?

Good SEO increases the visibility of your website on search engines, which can generate more qualified traffic and potential customers for your company, and therefore additional sales.

On the other hand, SEO (unlike SEA) is a long-term approach.

Read our article on the importance of SEO.

3 What is the difference between SEO and SEA?

SEO consists of optimising your website for search engines without paying for advertising.

Paid search (SEA) involves buying advertising space to appear at the top of search results with sponsored links. 

SEO is a long-term process involving Technical SEO, On Page SEO and Netlinking.

The SEA is set up in Google Ads to set up sponsored links campaigns.

Read our article on the subject: Differences between SEO and SEA

4 - How long does it take to see the results of natural referencing?

The time it takes to see results from natural referencing can vary depending on a number of factors, such as the competition in your field, the quality of your content and the referencing strategy used.

It can take from a few weeks to several months to see a significant improvement.

See our articles on the subject:

How long does an SEO service last?
When should you work with an SEO Agency?
What takes the longest in SEO?
Will I have to redesign my site if I do SEO?
Is SEO more time-consuming and complex for e-commerce?

5 How do you choose your SEO keywords?

The choice of keywords for SEO depends on your business and your target market.

We carry out in-depth SEO research to identify the most relevant keywords for your business and optimise your website accordingly.

An article on " how to choose your SEO keywords "exists. Check it out!


6 - What are backlinks and why are they important for SEO?

Backlinks are links from other websites that point to your site.

They are important for SEO because they tell Google that your site is considered to be a reliable and relevant source of information in your field.

Read our article on the importance of backlinks in SEO

7 How do you measure the success of an SEO strategy?

We use tracking tools to measure the impact of an SEO approach on organic traffic to your website, the positioning of your keywords in search results, and other key performance indicators to assess the success of your SEO strategy.

Read our article on SEO performance measurement tools

8 - How much does a search engine optimisation strategy cost?

The cost of an SEO strategy depends on many factors, such as the size of your website, the competition in your field and the complexity of your project.

We offer customised packages to meet the specific needs of each company.

Don't hesitate to contact us for more information.

We have produced several articles on the subject

How much does SEO cost?
Is SEO expensive?
Why is SEO time-consuming and expensive?
Is SEO profitable?
How much should I invest in SEO?
How much should you invest in SEO?
How much does an SEO service cost?
About the author

Nicolas Tonon is an SEO and Webmarketing professional. Active in Bordeaux and the Aquitaine region
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