Community-Based Marketing for the New Year: Keep it Hyperlocal

Experts predict that tomorrow’s marketing initiatives will be increasingly shaped by the local – not the global. Just last March, Google implemented Fred, an algorithm designed to favor websites optimized for a local audience base. Around the world, large, global-scale organizations saw their rankings plummet, while smaller businesses focused on hyperlocal audiences enjoyed their day in the sun. Today, it’s easy to tailor your digital marketing strategy to suit your local audience – and you’re likely to see a boost in search engine rankings if you do.

 Tweak your Keywords 

As you begin to shape content around your hyperlocal audience, it pays to tinker with your keyword selection until you’ve got the right SEO word set. According to Google’s new ranking protocols, it’s imperative that you reach local customers first and foremost; thus, referring to volume data makes a logical first step. If you aren’t on board already, it’s time to embrace Google Analytics—or a similar digital data cruncher. Services like Google Analytics tell marketers which keywords are working, soliciting clicks and even sales. Without a digital sidekick like Google Analytics, you’ll be hard pressed to execute a truly successful marketing initiative.

To hone in on quality keywords, try tapping a few sample words into Google, and let Google Suggest do the rest. This algorithm is designed to offer commonly searched keywords alongside the phrases you input. Applicable to Bing, Google Maps, and YouTube, technologies like this one offer dynamic offerings that let you to hone in on the keywords truly tailored to your hyperlocal audience.

Go Mobile!

For entrepreneurs truly interested in reaching a hyperlocal crowd, tailoring their content to accommodate a mobile-sized screen is a must. In 2015, Google announced that mobile searches had surpassed desktop searches, and that gap widens by the day. And between 2014 and 2015, Google reported a 200% increase in “nearby” and “near me” searches. With mobile devices in hand, users are ever living by the seats of their pants, following their whims – and trusting their searches to take them there. ”

The next time your brand is looking for a refresh, start by assessing your website’s mobile capabilities. Are you delivering a simple, streamlined experience for your users, one complete with the information today’s searchers expect? In today’s hyper-mobile world, it’s crucial for every entrepreneur to keep up.

Get Your Rankings Straight

Little matters more than how your brand ranks in a Google search, so it pays to get your ducks in a row with regards to your position. First, be sure your Google My Business page is completed to the fullest extent, since this optimizes your brand’s priority to Google. Focus your website content around a hyperlocal audience, tailoring keywords to resound with those living nearby. If you’ve got multiple business locations, the ideal solution is to create a dedicated local landing page for each one – this way, Google (as well as your local audience) will have no trouble distinguishing what’s what.

Finally, consider incorporating structured data markup – otherwise known as schema markup – designed to describe the content of any given page. Structured data markup allows you to embed extra keywords into all pages, giving your brand a leg up when Google comes around to rank.

In 2018, trendsetters will be going local, and digital marketers would do well to start localizing their content now, tailoring social media posts, blog entries, and even video clips to more closely align with the interests and values of the local crowd. With the arrival of another year, hyperlocal is decidedly in.

Post By: Tim Weydt

comments powered by Disqus
Web Marketing Ideas Amy Brandt Start With the End in Mind Facebook Marketing Local Business Call Tracking Design or Navigation Just for Fun Content Development Online Presence Setting up Call Tracking Digital Marketing Events Seth Worby development landing pages website Call Strategies Keyword Tools Google Chrome Max Smith Holiday Advertising strategy Constant Contact Positive Feedback Internet Secrets Sales are Made Offline SEO Strategy Pinterest Ad Groups Keyword Research New York Marketing Events Networking Events Relevancy Adword Campaign Local Keywords Enhanced Campaigns Keyword Relevancy process Facebook Strategy Matt Gambill Dana Worby-Robinson Advertising Seasonal Trends Clare Sweeney Website & Business Strategy Brooke Christensen Eric Colantropo keywords Blogging Karma Seasonal Marketing Marita Everhart Tips Managing a Team Adding Content Web Consulting Project Planning Mobile Template Techniques New Marketing Techniques Ranking in Towns Parallax Web Design events Design Google Tactics Web Design Responsive adwords Digital Marketing web strategy E-commerce Product Reviews Educational Web Tips Tips for Clearer Images Know your Audience Kyle Martin Website Exposure Organic Rankings Creative Content ad copy Ad Campaign Tim Weydt Don't Only Provide Statistics Help with Fonts PPC Campaign Local SEO Tactics Team Relationship Marketing Tips Responsive Web Design Logan Irish Project Management Creative Fonts Business Events Web Development SEO Creative Web Design Intrigue the Reader Sales Clear Content White Hat Tactics Facebook Images Google Services Client Relationship Brand Strategy industry Pros & Cons of Templates AdTech Website Functionality User Communication Hole-in-One Logo Design search Champ Small Business Design Strategy Apps Social Media Advertising Strategically Content Networking Events in New York PPC Online Marketing Website Goals web strategy, website, development, process news Christina Van Dyke Ralphie “The SEO Cat" advertising SEO Content Tips Content Writing for Marketing Results Marketing Strategy Manhattan Marketing Events Josefine Nowitz Link Building Shayna Santoro General

Tip of the Week

Four Ways to Add Video to Your Social Media Presence

Across social media, video is taking center stage as the preeminent marking avenue, and entrepreneurs would do well to harness this valuable technology immediately.

View All Tips

Latest Tweets

View All Tweets