Local SEO for showrooms
The figures speak for themselves when it comes to local SEO for showrooms. This is because 97% of customers discover local companies through an internet search. And 28% of search queries ultimately even result in a purchase. At the same time, many local SEO measures can be implemented quickly and inexpensively. As a result, local search engine optimization is an important measure in the SEO strategy. This article shows you how to proceed optimally.
Definition of Local SEO
The term local SEO refers to the targeted optimization of a website in order to be found better in the results for local search queries.
For example, if someone enters the term “furniture store” in the Google search field, local search results are returned first. This applies even if no location is specified. Google simply identifies the searcher’s location using their IP address or Google account. Local furniture stores are then displayed according to the information provided.
Local SEO is crucial as it helps businesses become visible in local search results and attract customers looking for products or services nearby.
Why local SEO is also important for showrooms
Local SEO is also very important for showrooms.
Showrooms are physical places where customers can experience selected products before buying. Local online marketing is essential as it helps showrooms to attract potential customers. Many online retailers want to take advantage of the ROPO effect with the help of showrooms and local SEO.
The ROPO effect stands for ‘Research Online, Purchase Offline’. It describes the behavior of customers who search for products or services online and then make a purchase in a local store.
A survey by PWC shows that as many as 64% of customers research online first and then store offline. Complex products such as furniture need to be tried out before purchase. Targeted local SEO for showrooms increases the visibility of local retailers and brings customers into the store. Local SEO therefore helps to increase showroom traffic, which ultimately leads to increased sales figures and greater brand awareness.
Advantages of local SEO for showroom exhibitors
Showroom tenants benefit from regional search engine optimization in various areas. These include
- Increased visibility because the showroom is placed in the local search results.
- Stronger customer loyalty based on ratings and reviews, among other things.
- Addressing the target group directly on site, attracting more relevant customers.
Advantages of local SEO for showroom customers
When a showroom user engages in local SEO, it is not only beneficial for them. His customers are also beneficiaries.
- The showroom is easier to find with local SEO.
- Customers save time because they can try out the desired products and services in the area.
- Local SEO gives customers quick access to credible information and reviews about businesses in their area.
Local SEO for showrooms: All the necessary measures
Almost every 2nd search query on Google has a local reference. In this context, it should also be mentioned that “near me” searches are becoming increasingly important. Local search engine optimization is important for a provider to be found in local searches. This includes various measures.
The ranking factors for regional search results consist of distance, relevance and prominence. Proximity to the searched location is essential. The closer the showroom is to the city center, the greater the chance of a prominent position in the search results.
But the search results can also be influenced by other factors.
Here is a short local SEO checklist with the most important measures:
- Google My Business
- Website optimization
- Structured data
- Local links
- Online reviews
- Local directories and business directories
- Voice search optimization
The local SEO strategy and the measures should be regularly monitored and evaluated.
Google My Business entry for showrooms
The Google My Business entry is a crucial building block for the local visibility of showrooms. This entry enables potential customers to easily find information about a company.
The term NAP stands for “name, address and telephone number”. It is of central importance. This is because NAP is intended to ensure that a company’s basic information is complete and consistent. The name, address and telephone number in the Google My Business entry should match the information on the website and in directories. This consistency gives a business credibility and strengthens customer trust.
It is also necessary to use suitable categories and keywords in the entry. This helps search engines to understand the relevance for local search queries.
To give potential customers a visual impression of the offering, high-quality images of the products and showrooms should be added to the Google entry.
Website optimization as local SEO for showrooms
In order for the showroom to be displayed as high up as possible in local search queries, companies should optimize their website for regional searches. First of all, it is recommended that companies with several locations create a local landing page for the respective showroom.
The location can then be mentioned in the meta data, the headings, the body text and in the URL. The location should not only be included on the main page, but also on the subpages. If you add the location to your images in the ALT and title tags and integrate a location map via Google Maps on the website, you have already done a lot for a good ranking of your showroom. Also remember to optimize the mobile display of the website.
Structured data for local SEO
Structured data is crucial for local SEO. It allows search engines to better understand a showroom’s information and display it in search results. The most important data to highlight includes:
- Type of company
- Name, address (including street, city, postal code and country)
- URL
- Logo
- Opening hours
- Reviews
- Geographical coordinates
Schema.org is a joint project by Google, Microsoft and Yahoo. It offers codes for structuring HTML data that are hidden in the source code of the website. Search engines are able to use this data and extract relevant information. Mapping as much information as possible is crucial for an effective local SEO strategy. Google’s rich search results tool and Google markup helpers can be extremely helpful in reviewing and creating structured data.
Local links and link building measures for local SEO
Another way to increase the visibility of a showroom in regional search results is by building links to relevant, local websites. These links strengthen local credibility and importance. This in turn contributes to a better ranking in the local search results.
Effective link building requires the identification of local partners, event organizers or influencers who are associated with the company. The collaboration and exchange of links can help to build high-quality, local backlinks.
Keep in mind that quality is more important than quantity. Make sure that the linked websites are relevant and credible to avoid negative effects on the ranking.
Ratings and reviews
Reviews are a powerful tool for increasing local presence and success. That’s why they should not be missing from a showroom’s local SEO strategy. Encourage your customers to leave reviews on platforms such as Google, Yelp or TripAdvisor. Positive reviews not only build the trust of new customers and strengthen credibility. Search engines also take customer feedback into account when ranking in local search results. Good reviews therefore lead to higher visibility for the showroom. At the same time, they also give you a competitive advantage over your competitors. Be sure to respond to all reviews, even if the feedback is negative. Being proactive shows that you are interested in your customers and their needs.
Local directories and business directories
Local directories and business directories help to increase the visibility of a showroom in local SEO. The entries there make it easier to find the showroom online, especially when customers are looking for specific products or services in their area.
Another plus point is that search engines consider backlinks from high-quality directories to be positive. These entries strengthen the credibility of the website and improve the ranking in search results. The directories and business directories provide information about the location, which search engines take into account when determining the local relevance of the showroom.
Which directories are used depends on the industry, among other things. Popular ones are
- Yelp
- The local
- Yellow pages
- Tripadvisor
- Kununu
- Apple Maps
- Bing
- Open Table
- Foursquare
- Jameda
- Your local city portal
Voice Search Optimization
Local Voice Search Optimization is crucial for Local SEO as more and more people use voice-activated assistants to search for local businesses. Optimization involves identifying natural keywords that customers use in voice searches. For this to work, local information on the website and Google My Business listing must be complete. Mobile optimization is also a must, as most voice searches are done from a cell phone or tablet.
If you are an online retailer and want to bring your products to life on site, a showroom is an excellent solution. Take advantage of the ROPO effect and rely on the exhibition spaces of Showme Stores in attractive locations. The good location of our showrooms gives you a clear competitive advantage in local search results. We also offer many other advantages such as a cozy coffee lounge and staggered exhibition spaces. Contact us directly if you are interested in what we have to offer.
