What is Local SEO?
Local SEO is your ability to move to the top of Google results on local searches related to your business. A local search is a search with a geographical dimension (district, town, street, department, region...). This is the case when you are looking for a garage in Nice or a hairdresser in New York for example.
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 more qualified requests! Indeed, an independent florist in the 10th district of Lyon has a much better chance of appearing in a Google search for "Fleuriste Lyon" than in a search for "Florist" which will put all the florists in France in competition with each other and especially brands such as Truffaut, Interflora, etc...
Local referencing is therefore key to attracting local customers to your establishment. Let's not forget that more than a third of Internet searches are linked to a local dimension!
Why is any search partly local?
Most Google searches are geolocalised because the majority of mobile phones and computers do not have their geolocation turned off. For those computers that have disabled their geotagging, Google assigns us all a default location based on the IP of the internet connection.
In addition, thanks to a specific algorithm, Google identifies the queries where it judges that the Internet user will prefer local responses: "restaurant", "garage", "florist", "flat", "printing shop"... Thus, a search for "restaurant" will not return the same result in Paris, London and New York!