How to use SEO to Conquer Hyperlocal Search and Dominate Local Markets

Local search is far from a new concept and if you’ve kept up with our blogs, you’ve probably read all about search engine optimization (SEO) for local businesses and the various local paid and organic Google changes. Most recently, local search has been pushed back into the spotlight because of the accelerating importance of the relationship between hyperlocal and mobile marketing. With more and more Canadians going mobile (3 out of 4 Canadians own a smartphone), the industry has witnessed a huge need for local services with “near me” search queries.

You’ll notice an increasing trend for “near-me” search queries in the last 5 years. (via Google trends)

The rise of ‘near me’ searches has created massive opportunities for hyperlocal marketing strategies.

What is hyperlocal marketing?

Hyperlocal marketing targets consumers based on their specific location to provide immediate solutions to their needs.

The Mobile-First Revolution in Local Search

Today’s customer journey includes multiple touchpoints across various devices, without following a linear path. In fact, customers actively research products and services through various channels before converting.

80% of internet users own a smartphone. (via Smart Insights)

With both of these pieces of information, what can marketers do to reach customers at these high-interest points? First (and most important for the success of a hyperlocal strategy), we need to consider the needs of our customer and understand their search intent. Once we’ve done that, we can create optimized content and experiences to reach them at those high-intent micro moments. Knowing that customer touch points happen on various platforms and devices, it only seems fitting businesses should adopt a mobile-first approach as well.

Google’s engineers started this in 2010, making mobile-friendliness a key ranking factor in mobile search results from their algorithm update in 2015. Lastly, and as a fundamental requirement, we need to ensure contact information is prominent and easy to find with eye-catching call-to-actions to allow customers to effortlessly contact your business.

Make Your Hyperlocal Marketing Successful

Here are some other tips to ensure your hyperlocal marketing is a success:

Optimize your Google Business Profile

Make sure you have created, verified, and optimized your Google Business Profile with the correct category, operating hours, and images. This process is free.

NAP Consistency: Managing Your Business Information Online

Business NAP (Name, Address, Phone) information must remain consistent on your website and across the web.

Create localized website content

Use local topics to garner interest from the local community. Using genuine content about the local area will not only boost location targeting but will also sound more appealing to people who are in or are looking around a particular location.

Using Schema Markup for Enhanced Local Visibility

Consider using structured data markups on your website. One Schema markup that is particularly effective with local search is the LocalBusiness schema. These code markups signal back-end information to Google about your business.

Local Citation Building

Mention your business information on business listings and other directories like 411 and Yelp. Don’t forget about keeping your business NAP consistent.

Creating a hyperlocal marketing strategy can be a large task at hand but whether you are looking for a mobile-friendly website or professional local SEO and optimization services, Top Draw is here to help!

Important Information about Hyperlocal Search

Hyperlocal SEO typically shows initial results within 3-6 months, with significant improvements visible after 6-12 months of consistent optimization.
Nearly 76% of local searches result in a store visit within 24 hours, highlighting the importance of optimized local presence.
A business should maintain at least 40-50 accurate citations across major directories and industry-specific platforms.
Hyperlocal search traffic converts at an average rate of 28%, significantly higher than non-local search traffic.
Google Business Profile should be updated at minimum monthly, with real-time updates for critical information changes.
Mobile searches with local intent make up 46% of all Google searches.
Businesses typically need 40+ positive reviews with a 4+ star rating to consistently appear in the Local Pack.
The average return on investment for hyperlocal SEO reaches 774% within the first year.
Multi-location businesses should create unique landing pages for each service area and location.
The top three local search results capture 75% of all clicks in local search results.

Key Takeaways About Hyperlocal Search Optimization

Mobile-first optimization is crucial as 3 out of 4 Canadians use smartphones for local searches.
Consistent NAP information across all online platforms strengthens local search visibility.
Top Draw helps businesses implement effective hyperlocal marketing strategies.
Local content creation and Schema markup improve search engine understanding of business location relevance.
Google Business Profile optimization is a free yet powerful tool for local visibility.
Citation building across various directories enhances local search authority.
Regular updates and monitoring of local search performance drive continued success.