Native search engine marketing: get on Google Maps

Local SEO is the art of referencing a website in a very specific geographical area. Local queries are transaction queries, ie they generate revenue. There are good practices for referencing your website using local SEO.

Two levers allow you to be referenced locally: use Google My Business listing, which will be referenced on Google Maps, or create local pages on your website for reference on a search engine.


1 – Google My Business: definition

Google My Business (GMB) allows you to indicate to Google the existence of businesses 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 plugin on the search engine. A good Google My Business listing will therefore allow you to get online visibility quickly and easily.

A – Create your Google My Business listing

1 – Write your listing on Google My Business

To create a Google My Business listing, go to this page: Then just follow the given steps one by one.

Be sure to provide as much information as possible:

  • e-mail address;
  • Phone number ;
  • Some photographs and / or videos of the company;
  • Heart of activity;
  • Working hours;
  • etc.

2 – Confirm your listing on Google My Business

Creating an entry on Google My Business takes time. Indeed, your listing will not be active until you prove to Google the truth of the information provided on it. To do this, Google will send you a letter with a code. You will then need to integrate this code into your Google My Business account to complete validation.

B – Reference to your Google My Business profile

Once Google My Business listing has been created, it needs to be made as visible as possible. So, here is an analysis of the formula published by Google itself, and it concerns the referencing of Google My Business listing:

Google My Business Positioning: Relevance X Distance X Importance


  • Relevance is the link between what your company offers and user requirements on Google;
  • Distance is the distance that separates you from the Internet user at the time he searches;
  • Importance corresponds to the reputation of your business, more precisely the reviews that your customers have left on your GMB list.

The two effective levers to best reference your Google My Business listing will therefore be your relevance and your relevance.

Therefore, it is recommended that you fill your GMB file up to 100%, update it regularly and publish posts about it regularly.

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

2 – Local sites

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

A – Why local SEO on website pages?

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

  • product + city;
  • Department + City.

Thanks to SEO work on local sites, you will be positioned outside 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 website on local queries. We will study the strategy set by the site that placed its homepage on the first page at the request of “Agence SEO Lille” in less than 6 months.

It is then a matter of integrating the locality keyword into all the important tags of the website in question. This is called semantic page optimization.

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

  • H1 headlight
  • H2 headlight
  • Meta Title Tag
  • Meta Description Tag

Within the page positioned on “Agence SEO Lille” we notice the following tags:

Title H1: The smartest SEO agency


Meta Title: SEO Monkey • A natural SEO agency in Lille

Meta description: SEO Monkey is a Lilo-based SEO agency that supports companies of all sizes in their SEO strategy.

In short

In short, 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 local query pages as your target queries. It is important to focus your efforts on these 2 levers together to achieve the expected results.

Article written


Antoine Veyrieres Antoine Veyrieres is the founder of the SEO MONKEY agency in Lille. He shares on his channel …
Take a look at his contributions

This text was published under the responsibility of its author. Its content is in no way engaged by the editorial staff of Les Echos Solutions.

Leave a Comment