Hyperlocal SEO can combine ultra-specific keywords, on-site website optimisation, and other methods to help you increase traffic from the community you want to target.
A great example of this is a barber shop or hair dresser serving a targeted community, a radius of perhaps a few miles from their location(s).
Of course, a barber shop is a pretty tight geographic target, however a large brand’s store in a city center may target a larger area, or indeed a warehouse type store (Ikea or DIY store) may target a whole city-region. Hyper-local depends, in this case, on the type of store.
For all businesses thinking local is more important than ever, with 66% of shoppers indicating they are looking to shop local.
Google Study – 2020
Local SEO Tips for 2021
1 – Understand Your Keywords
Understand your local SEO terms / how people find your business and businesses like yours in search.
Finding the best keywords for a limited area can be a bit tricky. One thing its key to understand is that the world is going mobile and as the world unlocks from lock downs they want to know what is ‘near’ them and what is open – this will continue the trend of ‘near me’ searches and fuel growth in ‘open near me’ searches.
“Near Me” searches since 2015 – Google Trends
The second thing to remember is that unless you are a known brand you need to think generic. What does your business offer, what services and what location. Can you utilise these in your domain or can you do so in a description or in your service descriptors.
Look at my brand for example SEO Andy < it says what I do.
My friends over at M60 Removals < exactly what it says on the tin, within the M60 area, a removals company.
If you can’t do that then on your services pages on your website or within your third-party listings say exactly what you do and highly target your information.
2 – Optimise Your Third-Party Services
It’s important that across the two big search engines you own your locations and brand. The way to do this is by claiming your locations using Google My Business and Bing Places.
Optimised Name, Area Coverage on Map & Services within Listing (not shown)
Top Tips for GMB & Bing Places:
1) Ensure all information is accurate, spelled correctly, and as comprehensive as possible (fill every box, category, and attribute if you can). Ensure your name, address, phone number (NAP) are in the correct Google/Bing format.
2) Link directly to your local page (eg /manchester).
3) Upload photos of the store regularly, upload videos where possible.
4) Ask your customers to review you on GMB (this is shown to increase the incidence of GMB showing in search).
5) Turn on messaging through GMB, allowing customers to talk to you.
6) Don’t neglect your GMB/BP presence ever, update them regularly (if there is a lot, do them on a cycle).
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If you’d like to learn more about Local Search Optimisation you can read my in-depth blog here, or if you need direct help get in touch.
