Impending hyper local trends make it essential for businesses to introduce it in their marketing strategy to boost both in-person and online traffic.
With the growing reach of mobile, consumers are considering their smartphone and other hand-held devices as the primary option to conduct hyper local searches. Google, because of this ‘consumer tendency’, is refining its result to cater to their needs. In this blog, we will explain how local businesses can tap the potential of this trend and stay on top while optimizing their web identity in alignment to this trend.
Marketers have been investing their time in discussing their strategies to target consumers by location since forever now. With the rise in hyper local search, and the aforementioned statement can be backed by this Google Trends report, it has become a hotter topic of discussion. Let us get a hold on the basics first and then delve deeper into the details.
What is Hyper Local Targeting or Marketing?
When the customers are targeted basis the area in their location to attend to their immediate needs is known as hyper local targeting or marketing. Optimizing content to address such needs of consumers presents a huge opportunity for businesses across scales. Doing so would also meet Google’s objective of narrowing down results to smaller geographic areas and serving them results basis their precise location.
Impending hyper local trends make it essential for businesses to introduce it in their marketing strategy to boost both in-person and online traffic. It is also because:
- Digital ecosystem and hand-held devices continue to impact buyers’ journey with mobile searches surpassing desktop’s (source)
- There are several high-intent touch points imperative for businesses to accurately interpret consumers’ intent which makes designing content that is apt even more necessary
- Google witnessed the “I-want-to-go” moments i.e., “nearby” and “near me” searches rise to double with 80 per cent of those being done on hand-held devices
Hence, these days, you find the 3-pack information i.e., Address, Business Hours and Directions, pop up as soon as you look for something ‘near you’. On clicking the options that are suitable to you, you discover more details about the set-up such as the reviews, website and more. Google designs its SERPs in this way because it helps the user finish his/her search. This design in return provides opportunities to businesses to match their prospects’ intent. Now here are the tips that can help you optimize it to the max.
Acing the bases
The first step is to readying and optimizing the Google My Business page. Fill all relevant details about your business, put up appealing and high-quality pictures of your establishment and ensure that it falls under the right categories. Doing so is essential because it can make or break your audience targeting and hyper local ranking strategy. Another thing that you have got to check is asking past users to review your business as it can increase your rank in the Google 3-pack.
Focusing on your location
The second tip would be to build content around your city, area, landmarks and things that might be of interest to your prospects. This is to build your business’ visibility by riding on the popularity of other things relevant to your TG (target group).
Creating local landing pages for each of your locations
If you operate your business across different places, you should have a local landing page for each of these places for maximization of appearance in SERPs. This can help you optimize your content and eventually the reach as per the mentality of consumers depending on their location. Using related keywords viz., the city’s name, ZIP code would be another tip to increase the footfall.
Including every structured data markup
To provide all the essential information about your business to Google, include every schema or structured data markup on your content pages where it fits. By doing so, you will be able to define multiple business attributes comprising type, address, hours, contact details, latitude and longitude, etc., and eliminate Google bots’ guess work when it crawls your content. Furthermore, by marking up the data properly, your business’ appearance for relevant queries also becomes easier.
Tracking the progress locally
After optimizing the content for hyper local targeting, you need to monitor the local SERPs that serve your exact area. The closer you will get to your business location, the more will be the accuracy of the information. Such pieces of data will help you gain insight about the local search experience of your TG which can be utilized to take the strategy forward.
Incorporating the above mentioned tips in your strategy to target local audiences will help you in establishing your brand strongly. You can also outsource the project to a reputed SEO firm and take their assistance to further make your strategy foolproof.