The world is becoming more and more mobile.
Customers don’t just search for products, services or
businesses; they want to get these results at arm’s length.
Users want Google to use their location every time they search
for something, even if they don’t add location modifiers like
“near me,” addresses, etc. According to Google, these searchers
have grown by
Keeping in mind this statistic, it makes sense for businesses to
rely on hyperlocal marketing.
What is hyperlocal marketing?
Hyperlocal marketing is a new marketing approach that focuses on
a smaller number of shoppers in a very specific area. In other
words, it specifically targets people in highly localized and
address-specific regions that want to purchase products or services
marketing is a super targeted form of niche marketing.
Businesses don’t need to spend money on national campaigns to
generate inbound traffic. Hyperlocal marketing can be focused on
one block and build the foundation for an authentic one-to-one
relationship with customers in a specific area. It seems less
overwhelming but in reality a really tough goal to achieve.
The main goal of hyperlocal marketing is to increase foot
traffic to retail stores and rely on near-me searches that have
high commercial intent. When people do hyperlocal searches, they
search with the intent to purchase.
For example, if you want to find a new bestselling book, you
will probably type “bookstores near me that have this book.” By
doing that, you want this book and know where to buy it now. You
78% of local mobile searches result in offline purchases. This
Taking into consideration these numbers and statistics, online
and offline businesses are in a strong position to take advantage
of hyperlocal marketing. Here are seven powerful ways to use a
hyperlocal marketing strategy to grow your business.
1. Optimize your Google My Business listing
For small business owners that have physical locations, it is
essential to optimize their Google My Business pages. Google My
Business is the backbone of hyperlocal marketing.
Did you know that
33% of all searches on Google are related to location? You
should focus on that and provide highly detailed information about
Here are some essential things you need to include in your
Google My Business listing:
- A unique business description that contains 750 characters to
explain what differentiates your small business from competitors.
You can add relevant keywords, and do it within the first 100
words. Avoid keyword stuffing.
- Add as many as possible high-quality photos.
- Your business address should be concise and consistent with the
address on your website.
- List your phone numbers. Make sure to provide a local phone
number to show in local search results.
- Set your operating hours and working days.
- Pick up the primary category that describes your business’s
services, products, and goals. That will help you increase
visibility for search terms related to your category.
- Have a
lot of good reviews. Many people that search for your business
check reviews and an average rating. A large number of quality
reviews will result in higher rankings and sales.
Represent your business name in a proper way. That will help
users easily find you online. Many companies are making a mistake
when using the legal business name on Google My Business. This may
harm your sales and rankings.
People usually use Latent semantic indexing keywords (LSI) to
find your site. Add these keywords, and you get ranking #1 in the
Google Maps Rankings. Here is a good example from Injury Trial Lawyers, APC that
we changed on GMB listing:
2. Create hyperlocal content
Small businesses that are interested in leveraging the local
community want to participate in discourse communities in order to
foster strong relationships and generate revenue. Developing local
content can increase rankings and arouse people’s interest in
a particular local area. First of all, you need to focus on what
customers want to consume, but not what you want to create.
You can create different types of content, such as blog posts,
videos, images, infographics, or academic articles. The perfect way
to engage and entertain customers is to create online quizzes. You
can use Survey Anyplace
to make engaging quizzes quickly.
Analyze your content and produce the type of content that will
resonate with your customers the most. Sometimes it can be
difficult to reach an audience in a specified local area. You can
try to hire local talents because they better know the interests
and needs of a local area you are interested in.
You can also capitalize on specific events, landmarks, festivals
or other points of interest on a hyperlocal level that might
interest people when looking for in particular geographical area.
Ensure to share your local content on your Google My Business
pages, Linkedin, Facebook, and other social networks.
3. Make your contact info stand out on your site
Adding any contact information on your website makes it easier
for a potential customer to contact you. It also makes your brand
more open, contactable and tangible – which, in turn, can lead to
more sales and conversions, and produce more customer
Ensure to include localized items like monuments, local
landmarks, famous attractions, public streets and other local
points of interest that allow people to easily reach you online and
connect with your business. For example, in New York people might
search for “cafes near the Empire State Building.” Including
location-based keywords will make your business more visible to
those looking around a particular area.
For local businesses, it seems obvious to add your contact
information to each page of your website in the header and the
footer. Let customers contact you right on your website with a
click-to-call feature. You can also embed a live Google Map on your
site. Here is a good example from Law Offices of John
4. Add structured data markup
When focusing on hyperlocal marketing, it is essential to
categorize your business as local. Including
structured data markup related to your business on your website
pages will help Google find out as much information as possible
about your business.
List different business attributes, such as address, business
hours, phone number, social links, site logo, and an official name.
If implemented properly, it makes it easier for your business to
appear in relevant geographic search results. Make sure to
incorporate the appropriate markup for each
location to help people find your business easier.
To improve your search results with schema markup, use the
Data Testing tool. The tool helps detect possible issues and
reduce the number of errors and warnings in your Structured Data
5. Optimize for local search
While creating a website, each local business has two main
goals: get found easily online by searching for their services or
products, and convert website visitors into customers. It’s not
enough to optimize
your site for SEO. Local businesses must look beyond
traditional ranking factors and keywords.
Your website needs to look professional on all levels.
Everything needs to be high-quality. Do you know that it takes
less than one
second for users to define whether they like your site or not?
Ensure that your site is easy to navigate. Don’t use a lot of
navigation buttons. Lead people down a path to solve their problems
and convince them to purchase your services.
If you want to improve your local ranking, you need to improve
your demand generation strategy. It is important to analyze and
optimize your on-page demand generation in order of importance.
Build a proper URL structure
Your URLs are the first thing users and Google will see. Google
takes this into account when ranking content. Conduct keyword
research and include the relevant terms in the URL. For example, if
you help victims injured in car accidents in Los Angeles, you need
to create a specific page to increase your hyperlocal rankings like
If you manage different pages that broadly resolve the same
topic, group your keywords together to estimate the search volume
for specific topics. The SE Ranking Keyword
Grouper provides a nice solution for proper clustering.
Develop local-focused page titles and meta descriptions
They need to be persuasive enough to make people click on
Make the most of internal linking
Having the proper linking structure in your posts helps Google
better understand what you are associated with locally and helps
you rank better organically. Each web page should link to other
pages on your website. If you have a navigation link titled
“Practice Areas” with a drop-down menu with a list of practice
areas like “rideshare accidents,” “bicycle accidents” and
“truck accidents,” each of these pages should lead to the main
“Practice Areas” page.
Use hyperlocal keywords
Location-based keywords are anything that describes your
location. You can use city names, famous streets, historical
buildings, monuments, and other well-known attractions. Include
these keywords in product descriptions, company profiles, headlines
and text of your web pages.
6. Create separate landing pages for each business location
If you manage different locations, it is important for local
businesses to have specific landing pages for hyperlocal purposes.
It will help boost your appearance in search and increase local
rankings. Make sure to develop personalized content for each
location. Include location-based keywords within your content and
optimize your landing pages for these search terms.
Without local landing pages, you can’t improve your
business’ local rankings. In case you run your business from 100
multiple locations, you don’t need to design 100 separate landing
pages. Try to pick up those regions you wish to target in the first
place. For example, Citywide
Law Group made the section “Areas We Serve” with a
drop-down menu of each location they serve where these landing
pages lead to their homepage.
7. Target users with hyperlocal advertisements
If you want to get more sales and higher advertising ROI, you
can unite location-tracking features and
geo-fencing. The last one helps you target someone in a very
specific location based on users’ GPS. These sort of paid ads are
very effective and can generate tons of qualified leads. Here are
four smart ways to run your hyperlocal ads that will guide people
to your store:
Target customers near your location. Just
specify a distance from your location and use your existing
customer data to launch your ad campaigns.
Target individual travel shoppers. Target them
wherever they are online, especially tourist-heavy destinations,
such as airports, railway stations, attractions, hotels, and other
Take advantage of specific geographic events.
If there’s any specific conference or event in a city where your
business is located, you can use that to target customers in that
area. That kind of event can drive up demand for specific products
or services and increase sales.
Target customers around a competitor’s
location. This is a great way to show shoppers the
benefits of shopping with you and make them buy in your store.
When getting started with your hyperlocal strategy, it is
important to know how well you are doing on a local level. This
means monitoring user behavior on your website and analyzing
traffic quality from multiple sources, such as Facebook Ads, Google
Ads, Instagram Stories, etc.
Finteza holds true for
that. The tool provides insight into your local search experience,
traffic sources that result in desired conversions, and show how
well your local landing page is converting based on completed
goals. The more detailed and accurate information you will get, the
more effective your hyperlocal strategy will be.
Focusing on a particular area can be challenging but is greatly
productive when everything is done properly. Hyperlocal marketing
is a way to take your business to the next level and get new
potential clients. Implementing the strategies listed above will
make your business a staple in the local community.
Which hyperlocal strategies have helped grow your business? Let
me know in the comments below.
Guest author: Irina Weber is a blogger and
marketing manager of SE
Ranking. She creates and develops new marketing campaigns,
writes articles about online marketing, social media, conversion
optimization on popular websites like Jeff Bullas, WordTracker,
Onblastblog and other authoritative websites. If you have any
questions, you can reach her on Twitter.
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