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5 Ways to Stay Ahead of Hyperlocal Marketing by Jim Yu #363
Hyperlocal SEO success in 2017 requires mastering Google My Business basics, creating location-specific landing pages, using local lingo in content, adding schema markup, and tracking results with Google Analytics and Moz.
Key takeaways
- Optimize Google My Business and repeat the same info on Bing Places, Yelp, and Facebook at minimum.
- Write content using local nicknames and landmarks so it matches how residents actually search.
- Build a dedicated local landing page for every business location, including NAP, a map, and local images.
- Add structured data markup starting with name, address, and phone, then expand to menus, events, and products.
- Use Google Analytics geo-location reports and the Moz ranking tool together to measure local performance.
About this episode
Hyperlocal search keeping you from being found? Be prepared and learn how to use hyperlocal to your advantage. Chris and Charles cover everything from the basics to how to handle multiple locations and track your progress.
Questions this episode answers
How should a local landing page be structured for multiple business locations?
The episode says each location page should mirror a Google My Business listing, including name, address, phone, a map, a photo of that location, and a photo of a local landmark. It should also be optimized for local zip codes, cross streets, and community names.
How do you track hyperlocal SEO progress?
The hosts recommend two reports: the geo-locations report in Google Analytics, using secondary dimensions to see which locations visit which pages and via what device, and the Moz ranking tool to see where you actually rank in Google search results for specific local phrases.
Why does local content benefit from using local slang or nicknames?
Residents search using local terms rather than official names. The episode uses Houston as an example, where Highway 610 is called the Loop and the Sam Houston Tollway is called the Beltway, so content using those local terms better matches how people in the area actually search.
In their words
hyperlocal targeting or marketing to customers within your area based upon their location has the potential to help brands answer the immediate needs of their prospects
Host
once you create this page, don't just put the page there and say, yeah, we also serve this area. Truthfully, that page should almost mimic a Google My Business listing.
Host
in a super competitive landscape, any competitive advantage you have works
Host
Terms defined in this episode
- Hyperlocal marketing
- Marketing to customers within your area based upon their location, aimed at answering the immediate needs of nearby prospects.
- Shiko
- An eWebResults branded term for social engagement that stands for shares, likes, and follows.
- Schema markup
- Structured data added to website pages to provide Google with more information about a business, including name, address, phone, menus, events, and products.
- NAP
- Name, address, and phone number, the core business information that should be consistent across all local listings and marked up with schema on a website.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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