Structured quotes have become an increasingly influential ranking criterion in local SEO. Why develop them and how should we do it?
Quotations structured in SEO, already popular and widely used in Anglo-Saxon countries, are increasingly. Thus, they have become a major interest for companies wishing to optimize their local visibility on the web. A glance at an increasingly influential ranking criteria for local SEO on the Internet.
Definition of structured quotes and development
The term “Structured Quote” is a reference on the Internet to local properties of a business, including the Name, Address, Telephone Number (NAP = acronym for: Name, Address, Phone). This reference can be done with or without a link to a website (Backlink).
Ideally, structured quotes are the coordinates that you have entered on the Google+ Local listing of your business or point of sale. Thus, the creation and optimization of a Google + Local Card is the first step in the development of structured quotes.
The second point will be to add on your website, for example all pages at the footer, the same NAP information (the name of the company, its full address and phone number) tagged via Microdata. The purpose of microdata is to explicitly indicate to search engines the nature of the tagged content.
Google, Bing, Yahoo use these microdata to interpret the information of a web page more easily. They are able to classify this data according to their nature. As such, they have taken the initiative to consolidate on the site the vocabulary necessary to tag important information on its site.
The importance of developing structured quotes
Search engines have had to adapt to changes in search behavior on the internet:
- Research with local intentions is on the rise.
- Internet research in a situation of mobility has exploded.
- Thus, the volume and accuracy of citations that a company gets on the Internet and from authority sites, have become local ranking factors taken into account by search engines, Google in the lead.
Moreover, the latter justifies that to improve local search results, it compiles the information (including geographical) of establishments and businesses collected on the Internet.
It therefore becomes important to develop structured quotes from authoritative sites and consistent with its activity and geographical location.
Government sites, business associations, or chambers of commerce are examples of sites with strong authority for search engines.
Develop structured quotes on the internet
To develop your structured quotes on the internet, do not forget to always fill in the same NAP information in the same form. Your business name, phone numbers, and geographic coordinates should match what is on the Google + Local listing and on your website.
A step is essential before embarking on the optimization of structured quotes.
Structured Quotes: First of all, make an inventory
Before starting, it will be necessary to make an inventory of the structured quotations currently obtained by your company on Internet.
Do a search on the Internet with the name of your company and its address and look at the sites that stand out, for example, Pizzeria Luigi 6 rue Paradis. Make sure all information is present and correct on these sites. If this is not the case, try to correct or complete them.
Finally, you will be able to visit the many sites that allow you to develop quotes (see the examples below). Very often you will notice that your business is already there even if you have not registered it personally. Again, consider claiming these cards and put all your important information.