Hyperlocal: Help Google Help You

Year over year, hyperlocal search is growing. Search has been mobile-first since mid-2015, and as Google refines “near me” results and makes them more relevant, B2C businesses must incorporate hyperlocal into their marketing strategy.

These leads are exceptionally valuable because the user is displaying a near-immediate purchase intent. It’s critical to capture them at the moment of search.

Hyperlocal is also of special importance to tourists and travelers, who use Google to identify the service they are searching for, and direct them to the doorstep.

I value hyperlocal search, both because I use it often when I travel and because I want to support small, local businesses whenever possible. However, it also tends to be true that the smaller and more local the business, the less accurate the Google results. It is frustrating, because local search is such an easy “gimme” for restaurants, hair salons, gas stations, copy and print shops, pharmacies, and retail stores. The potential customer is right around the corner, looking for you, and all you have to do is get them the rest of the way.

So, how can businesses capture “near me” leads?

• Update your Google My Business page. Fill out every field with current and accurate information, particularly including business hours and telephone number. Ensure your business is listed in all of the correct categories in Google.
• Use location-specific title tags and keywords on your website, and include “near me”. Consider adding nearby landmarks or attractions, such as “near the White House” or “near the train station”.
• If your business has multiple locations, create a local landing page for each location, optimized for hyperlocal, “near me” searches.
• Incorporate structured data markup on your webpages, so that Google has all the information you can provide, complete and accurate.
• And, as always, make a search-friendly, mobile-friendly website with attractive pictures and easily accessible data.

Finally, be mindful of reviews. Google user reviews are a factor in the top-3 near me results; request positive reviews from your customers, and keep an eye on your star rating.

Hyperlocal search is a great way for small businesses to help level the playing field and compete for views, leads, and revenue. Take advantage of the opportunity, and help Google help you increase your business.