How to use SEO to Conquer Hyperlocal Search and Dominate Local Markets

Local search is far from a new concept and if you’ve kept up with our blogs, you’ve probably read all about search engine optimization (SEO) for local businesses and the various local paid and organic Google changes. Most recently, local search has been pushed back into the spotlight because of the accelerating importance of the relationship between hyperlocal and mobile marketing. With more and more Canadians going mobile (3 out of 4 Canadians own a smartphone), the industry has witnessed a huge need for local services with “near me” search queries.

You’ll notice an increasing trend for “near-me” search queries in the last 5 years. (via Google trends)

The rise of ‘near me’ searches has created massive opportunities for hyperlocal marketing strategies, allowing businesses to connect with consumers actively seeking local products and services.

What is hyperlocal marketing and how does it benefit local businesses?

Hyperlocal marketing targets consumers based on their specific location to provide immediate solutions to their needs. This location-specific approach allows businesses to reach customers precisely when they’re searching for nearby products or services, increasing relevance and conversion potential.

The Mobile-First Revolution in Local Search: Understanding Customer Behavior

Today’s customer journey includes multiple touchpoints across various devices, without following a linear path. In fact, customers actively research products and services through various channels before converting. This non-linear approach means businesses must maintain consistent presence across all potential touchpoints.

80% of internet users own a smartphone. (via Smart Insights)

With both of these pieces of information, what can marketers do to reach customers at these high-interest points? First (and most important for the success of a hyperlocal strategy), we need to consider the needs of our customer and understand their search intent. Once we’ve done that, we can create optimized content and experiences to reach them at those high-intent micro moments. Knowing that customer touch points happen on various platforms and devices, it only seems fitting businesses should adopt a mobile-first approach as well.

Google’s engineers started this in 2010, making mobile-friendliness a key ranking factor in mobile search results from their algorithm update in 2015. Lastly, and as a fundamental requirement, we need to ensure contact information is prominent and easy to find with eye-catching call-to-actions to allow customers to effortlessly contact your business.

Make Your Hyperlocal Marketing Successful: Proven Implementation Techniques

Here are some other tips to ensure your hyperlocal marketing is a success:

Optimize your Google Business Profile for Maximum Local Visibility

Make sure you have created, verified, and optimized your Google Business Profile with the correct category, operating hours, and images. This process is free and serves as the foundation of your local search presence, directly influencing your visibility in Google Maps and local search results.

NAP Consistency: Managing Your Business Information Online

Business NAP (Name, Address, Phone) information must remain consistent on your website and across the web. This consistency builds trust with search engines and helps them accurately display your business information to potential customers searching in your area.

Create localized website content that resonates with your community

Use local topics to garner interest from the local community. Using genuine content about the local area will not only boost location targeting but will also sound more appealing to people who are in or are looking around a particular location. This approach helps establish your business as an integral part of the community.

Using Schema Markup for Enhanced Local Visibility and Search Engine Understanding

Consider using structured data markups on your website. One Schema markup that is particularly effective with local search is the LocalBusiness schema. These code markups signal back-end information to Google about your business, helping search engines better understand your offerings, location, and business details for improved local search visibility.

Local Citation Building: Expanding Your Digital Footprint

Mention your business information on business listings and other directories like 411 and Yelp. Don’t forget about keeping your business NAP consistent. These citations serve as digital references that strengthen your local search presence and help potential customers discover your business across multiple platforms.

Creating a hyperlocal marketing strategy can be a large task at hand but whether you are looking for a mobile-friendly website or professional local SEO and optimization services, Top Draw is here to help!