Local SEO and Online Presence for Shops and Craftspeople
Local SEO and Online Presence is a beginner-level course of 5 lessons (about 1 h 20 min), with 15 exercises and 15 quiz questions. No prerequisites. Exercises run in the browser, with nothing to install.
- Websites and CMS
- Beginner
- 5 lessons
- 1 h 20 min
- 15 exercises
- Exercises run in the browser
The course in brief
This course helps shops, craftspeople and associations be visible where their customers look for them. You create a complete, consistent business profile, learn how to get and handle reviews, optimize your website for local searches, organize your social media presence and measure results while respecting consent rules.
What you will be able to do
- Create, verify and maintain a business profile that complies with platform rules
- Ensure consistency of name, address and phone number across all channels
- Get reviews fairly and respond to them professionally
- Optimize titles, content, the Contact page and structured data for local search
- Build a sustainable editorial line and social media calendar, while respecting rights
- Track useful metrics with Search Console, profile insights and UTM links
Syllabus: 5 lessons
- Create, claim and verify a business's profile
- Fill in a complete, accurate profile that complies with platform rules
- Ensure consistency of information (name, address, phone) across all directories
Business profileName, address, phone consistencyDirectories and maps
- 02
Customer reviews
- Get reviews regularly and fairly
- Respond to positive and negative reviews professionally
- Know when and how to report a review
- 03
Local SEO for your website
- Optimize a website's pages for local searches
- Add local business structured data
- Register the site in Search Console and read its first results
Page optimizationLocalBusiness structured dataSearch Console
- 04
Social media
- Choose the networks suited to your activity and customers
- Define an editorial line and a sustainable calendar
- Publish while respecting image rights and copyright
- 05
Measuring your audience
- Choose the metrics useful for a local presence
- Track where visitors come from with UTM-parameter links
- Measure the site's audience while respecting consent rules
Final project
A business's local presence plan
For a shop, craftsperson or association of your choice (by default: the fictional Boulangerie des Tilleuls), build a complete local online presence plan: business profile, inventory and correction of directories, review strategy, website optimization, social media calendar and a measurement dashboard.
Deliverables
- The written business profile (all sections, special hours, photo list)
- A NAP inventory of at least 4 sources with the corrections to make
- A review-request process and three reply templates (positive, mixed, negative)
- The titles and meta descriptions of 3 pages and the business's structured data block
- A 4-week editorial calendar and a monthly dashboard with the UTM links of two operations
Assessment criteria
- Compliance with platform rules (real name, true attributes, reviews without reward)
- Perfect consistency of name, address, phone and opening hours across all channels
- Unique titles, content written for customers and structured data faithful to the page
- Realistic calendar that respects image rights and copyright
- Metrics tied to decisions and measurement compliant with consent rules
Frequently asked questions
Do I need a website to be visible locally?
A complete business profile already brings a lot of visibility. A website complements it: it gives more information, strengthens relevance and lets you measure inquiries.
Can I have a negative review removed?
Not because it is negative. Only reviews that violate the platform's rules (insults, fake reviews, off-topic) can be reported. The course teaches you how to respond to them effectively.
Does the course promise a first-place ranking in the results?
No. Nobody can guarantee that. The course presents recognized best practices that improve the relevance and reputation of your business.
Do I need a cookie banner to measure my audience?
It depends on the tool and its configuration. The principle is prior consent for non-essential trackers; some strictly configured measurement tools may be exempt under the conditions published by the CNIL.
This course, told for your job
Say what you want to be able to do: “Local SEO and Online Presence” takes its place in your path, with examples from your field. The concepts stay those of the course.