Local search isn’t new, but apparently, its use is increasingly becoming more popular. Mobile keeps growing, which makes Google keep refining its search results as the “hyperlocal trend” begins to boom among its consumers. This has required marketers to design new ways to guide customers by considering their current location.
Google Trends clearly show a dramatic increase in “near me” queries, particularly since mid-2015 – Jim Yu
Hyperlocal targeting has a significant advantage. It can help brands keep up with the audience needs and at the same time win over new customers.
Google never lags behind with these technological adaptations. It keeps optimizing its search tools, reducing the number of pages in the search results and directing people towards the hyperlocal trend. Google does this by customizing the results based on the exact location of the customer.
Brands that do not prepare for the impending hyperlocal trends may end up seeing a considerable drop in both online and in-person traffic – Jim Yu
Business owners should be aware of the importance that an online search represents for their company. According to Forbes, 82% of customers conduct online searches before their next purchase whether it’s online or in physical stores.
If the online presence of your brand is not well positioned or your website is not optimized to fit your customers’ needs, the growth of your business will see a negative impacted.
Mobile use and hyperlocal search
The progressive trend towards hyperlocal search is a result of the increased popularity of mobile devices. This has generated a better understanding of the user’s intention and the impact.
Buyers are no longer predictable, as was the case in the past. On the contrary, the buyer’s journey to purchase has become fragmented into multiple steps and devices.
Companies need to take advantage of the buying habits of their audience. They must be able to accurately interpret what their users intent is through the use of keywords and various queries. According to Search Engine Land, “Between 2014 and 2015, Google saw a 2x increase in ‘near me’ and ‘nearby’ searches, with 80 percent of those searches occurring from mobile devices.” From this trend emerged what Google calls “I-Want-to-Go moments.”
The increase in search through the “I-Want-to-Go moments” may be the reason why more company-specific information highlighting data such as address, opening hours, maps, photography and even user reviews have emerged. Google always goes one-step further, improving its search engine results to provide better experiences to its users by making them increasingly easier to access those businesses that have what customers needs and want.
The more you work to understand your mobile users’ need, the easier it will be to draw the local traffic of your company. For a better brand positioning, you must optimize your presence online, focusing on the interests of your audience and facilitating contact with your business.
It’s not just about having a website and social networks. It’s about your digital tools. Having a responsive design and presenting yourself in a friendly and non-intrusive way is key.
Read the second part of our hyperlocal marketing analysis here.
Are you making the most of your website? Learn more about SEO and how to grow your business through hyperlocal search.
At Second Crew we will be happy to help you.