Reading time : 3 minutes

To increase the visibility of their site and improve their local SEO, French retailers and entrepreneurs can draw inspiration from the approach described in the following case study by Eldar Cohen, who we’ll be interviewing here shortly. I’ve translated and adapted the study for a local business in France. Here are the essential steps to follow, based on a case study of a local cleaning services company in the French market.

Background and challenges

A home cleaning company in Lyon, for example, has difficulty attracting new customers because of several problems:

  1. Low visibility on search engines: Their website is poorly positioned for relevant keywords such as “cleaning services Lyon”, “cleaning services Lyon”, etc.
  2. Inconsistent business information: Inconsistent information about the company on online directories, social network profiles and the website can confuse potential customers and harm their local SEO.
  3. Obsolete website: The company’s website is outdated and difficult to navigate, which discourages visitors.
  4. Declining customer base: The customer base is shrinking due to increased competition and lack of online visibility.

These challenges have a major impact on the company’s ability to attract new customers and grow.

Local SEO Strategy

To remedy these problems, a comprehensive local SEO strategy was put in place using powerful GEOGRID tools (such as Local Dominator and Local Wiz).

1. Keyword Search and Optimization

  • Keyword identification: Use keyword research tools to identify relevant terms that potential customers are looking for, such as “home cleaning near me”, “cleaning services Lyon”, “cleaning after moving Lyon”.
  • On-Page Optimization: Optimization of website content (titles, descriptions, headings, texts) by integrating these target keywords to improve chances of appearing in search results.

2. Optimizing Google My Business

  • Google My Business (GMB) profile: Creation and optimization of the company’s Google My Business profile, ensuring that information is accurate and up-to-date.
  • Regular posts on GMB: Use Local Dominator to plan and publish engaging posts directly to Google My Business listings, to maintain profile activity and attract potential customers.
  • Consistency of information (NAP): Ensure consistency of company information (Name, Address, Phone) across all online platforms, which is crucial for local SEO.

3. Content creation and optimization

  • High-quality content: Creation of informative and engaging content for the website, such as blog posts, local service pages, and FAQs, to provide value to potential customers and improve site authority.
  • Keyword integration: Strategic incorporation of relevant keywords into content to improve search engine rankings, while avoiding keyword stuffing.

4. Links acquisition

  • Backlink acquisition: Active search for high-quality backlinks from reputable websites, via collaborations with other local businesses, guest posts on relevant blogs, and participation in online forums.
  • Local citations: Ensure that the company is listed in local directories and citation sites, which helps to improve visibility in local searches and establish the company’s credibility.

5. E-E-A-T: Experience, Expertise, Authority, Trust

  • Experience: Direct management of the local SEO campaign for the company, optimizing their Google My Business profile and correcting information inconsistencies.
  • Expertise: In-depth keyword research, on-page SEO optimization and quality content creation aligned with SEO best practices.
  • Authority: Reinforcement of authority with backlinks and local citations, followed by Domain Authority improvements.
  • Trust: Transparent communication with regular reports on SEO campaign progress, and improved customer reviews on Google My Business.

Results and analysis

Local SEO efforts will produce significant results for the company, and the key indicators to track are as follows:

  1. Increased Rankings in Local Searches: Significant improvement in rankings for targeted keywords, increasing the company’s visibility.
  2. Measurable Customer Acquisition Growth: Increased organic traffic, conversions, and cleaning service bookings.
  3. Improved Online Presence and Reputation: Increased site authority, enhanced brand visibility, improved user experience, and positive reviews increase credibility.

By following these strategies, French retailers and businesses (VSE, SME, Group or franchise) can improve the visibility of their website, attract more customers, and increase their sales thanks to better local referencing.