7 Online Hyperlocal Search Engine Tips and Tricks
As the world gets more and more mobile as each day passes, the hyperlocal search engine is growing at a rapid pace. Searches that are carried out now and have hyperlocal intent are far more frequent than they previously have been. I fully expect this trend to continue to grow as more of us continue to use our mobile devices on a daily basis. You could even say that the world is starting to become robotic as we are relying more on technology and our mobile devices act as an extension of ourselves.
The fact that mobile use is growing and local search is important are not new, as it is something we have been talking about in the marketing community for a number of years now. However, a hyperlocal search is a trend that has grown significantly over the last year or so.
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| Lookna is a hyperlocal advertisement search engine that allows only legit businesses to get listed on their website. |
1) Mobile's A Must!
With hyperlocal search and hyperlocal marketing, the focus always needs to be on mobile first. The reason for this is that the majority of these searches are carried out on mobile devices when the searcher is in a specific location. Due to this, you need to put a huge focus on mobile. Make sure your website pages are all mobile friendly and make sure everything looks correct from a user experience perspective on mobile devices. The digital landscape changes all the time and you need to adapt!
Ensure your content is clear and focused. Keep menus and navigation simple. Drop the extra images and keep it clean and speedy. Leverage mobile-specific features like click to call.
2) Optimize Your Google My Business Page to Its Full Potential
The higher you can get it ranking the better. To do this, the first step is to make sure it is optimized. This includes: Filling out every field that is relevant to your business, adding high quality and engaging images and content to the page. Make sure it is listed in the correct categories. Encourage customers to leave reviews, everything you do right to your Google My Business page can send important signals to Google to help it rank in local results!
3) Create Engaging, Relevant and Clever Content
Really take the time to produce relevant content that engages your audience and prospects. The content could be produced in the form of a blog article, infographic or even a video. You'll want to share this content on your Google My Business page to make it more appealing. So, make sure it is relevant to your local area where possible and if you can, try and talk about things that are happening around the area as well. Hyperlocal search is laser targeted so if the marketing and the content you produce matches this and the people in your area, you're onto a winner!
4) Leverage Landing Pages
If you offer multiple services or service multiple locations it is a great idea to create a specific landing page targeted to each one. Firstly, do some keyword research, see what people are searching for and optimize your content around these keywords. Be sure to include your specific locations (even postcodes) in your meta tags and on the page itself. This will help you rank for more specific keywords which will, in turn, drive more local traffic to ensure you stay ahead of the curve.
5) Add Relevant Local Info to Your Location Pages Using Wikipedia
Crafting killer local pages is a more of an art than a science. Beyond clarity and design, the relevance of the content on your page is hugely important. A great way to establish this relevance is by linking out. Linking out to relevant local information is crucial to Google’s understanding of what you are associated with locally. To come up with ideas, we search: “city name + Wikipedia” to come up with locally relevant ideas and talk about it on our page.
6) Collect Data
The most important part of this optimization strategy is using data to make your decisions. Now that the locations are placed in the campaign, you must give them time to collect clicks and more importantly, conversion data. Once your data reaches a significant level, you will then be able to perform the formula in step three and enter bid adjustments.
7) Offer Emailed Mobile Coupons to Track Offline Conversion Intent
Offline conversion tracking is a daunting task and can often rely on the dependence of micro conversions (time on site, specific page visits, etc.). Lucky for you, we have the answer to all of your offline conversion tracking pains: Emailed mobile coupons! This is a coupon that the consumer can request via email and show on their phone when it’s time to purchase at your store.
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