As mobile usage continues to grow, consumers are conducting more searches with local intent. In the past two years, Google saw a 2x increase in “near me” and “nearby” searches, with 80 percent of those searches occurring on mobile devices. Google refers to these geographic-specific searches as “I-Want-to-Go moments.” Google wants to better serve users by personalizing their results and delivering relevant information based on their exact location.
Hyperlocal targeting, or advertising to customers based upon their location, has the potential to connect your business with active buyers. How you optimize your content can make the difference between showing up at the top of search engine results pages (SERPs) or getting lost in the mix. Incorporate these five tips in your online strategy to establish your brand within the local market and drive traffic to your business.
- Adopt a mobile-first mindset
Make sure your business has a mobile-first mindset, including a mobile-friendly site design. Prominently feature contact information and include click-to-call or text buttons. The easier you make it for the mobile user to gather information, the more traffic you’ll generate.
- Complete your Google My Business profile
Every element added into your Google My Business page can provide important signals to assist with local ranking. Fill out every field relevant to your business and include high-quality images and other indicators that show a user a glimpse of your business.
- Get More Reviews
One of the biggest indicators of a successful business is positive reviews. Businesses with great ratings will always beat out those with mediocre or average reviews. Not sure where you stand on local performance? Take a look at our free local business listing snapshot report. We pull in all the data from our reviews and local listings and tell you where you’re doing great, and where you need some help.
- Include any schema data markup on your pages
Provide Google with as much information as possible about your business by incorporating schema data markup (for each location) on your applicable website pages. Using schema data markup, you can precisely define various business attributes, including business type, hours, address, phone number and more. By clearly telling Google what information is being presented on your page, you make it easier for your business to appear for relevant search queries.
- Monitor progress
Once you begin to optimize your content for hyperlocal targeting, track your keyword rankings at the local level. The closer you can get to your exact business location, the more accurate your information will be. Use this kind of data to gain insight to guide your strategy as you plan for the future.