The Internet and smartphones have transformed the marketing world. Targeting geo-specific groups or individuals is quicker and cheaper than ever before. And now that Google has implemented localized listings, hyperlocal advertising will continue to grow. The following article will explain why.
Hyperlocal is Good for the SERPs
Hyperlocal isn’t a buzzword that will become outdated within a year or two—it’s been around since the dawn of marketing, and it’s going to get even more important in the future. In March, Google implemented a major update known as Fred. One of the primary changes to the algorithm involved boosting websites that were optimized for local audiences. Many global and national companies experienced significant rankings drops for geo-targeted search terms, while many smaller local companies got a rankings boost.
GPS systems and Google Maps aren’t just for getting around; they can also serve as viable marketing platforms for the mobile generation. If you don’t have a Google My Business page, get one live and optimized before you do anything else. Fill out all of the relevant contact information, ensuring that it’s seamless across the board, matches your website, and has some visually appealing pictures to accompany it.
The World is Mobile
Smartphones are no longer a luxury, but a necessity. For many, they’ve become an essential part of living, particularly among the younger generations. For example, over 77% of all Americans now own a smartphone and 71% sleep with it next to their bed. Additionally, more people are accessing the Internet using them than they are on desktop computers.
For the last few years, search engines have also been awarding higher rankings to websites that are optimized for smartphones. Therefore, if your website isn’t set up to harness the power of mobile technology, you’re selling yourself short. Optimize your website for all viewing platforms. While any website designer worth their salt will already do this, if you haven’t updated your website in a while, it’s best to give it an overhaul.
Track Your Progress
Digital analytics are often highly understated. However, monitoring your search engine activity could not only edge future customers further down the sales funnel, but could also provide information that will drive more traffic. For example, Google Analytics could tell you which keywords are generating the most sales, or even which areas of your city have the highest click-through rates.
Without digital analytics, it’s impossible to refine your marketing strategy to its fullest potential. While it may seem tedious and unnecessary to keep tabs on the back-end operations, having such a broad spectrum of information will help quantify results for each stage of the sales process.
The more advanced Google becomes, the greater chance small to medium-sized businesses will have of maintaining the status quo. Just remember to always stick to the rules and try to actively improve the Internet. With the right approach, there’s no reason why larger companies should have a monopoly over smaller companies.
