Welcome to Hyperlocal SEO
It is likely that if you are reading this, you’ve heard of ‘local SEO’ and have an understanding of the importance for certain businesses to optimize their web presence to rank for locally specific searches. The online SEO blog Search Engine Watch has published a post that introduces and explains how to do this type of SEO. In a nutshell, ‘hyperlocal SEO’ is doing the same kind of optimisation, but for smaller, more focused localities such as neighborhoods, towns, streets, and spots located near well-known landmarks – rather than ‘local SEO’, which would normally stop at cities, districts, or regions.
The benefits are clear: the search journey is simpler for your customer, it’s easier to compete with other businesses for more niche hyperlocal search terms, and it should lead to more footfall to your door.
Google is also aware of these benefits. In recent years it has responded to the mobile habits of users who are increasingly searching for businesses ‘near me’ or ‘near to…’ and who are more often using hyperlocal locations in their phrases.
Thinking about your business in hyperlocal terms is a good opportunity to stand out as increasing numbers of web searchers use mobile devices to look for businesses, there is more reason for Google to have an understanding of what relevant businesses are within walking distance of those making the search.
At the same time, hyperlocal terms can be expected to be used more often. Additionally, be sure to analyze the success of your hyperlocal search terms (using Google My Business, Google Analytics etc.) and tweak them if necessary. Be prepared for such terms to increase in competitiveness and for Google to change how it presents its local and hyperlocal results. After all, SEO – and Google – is always evolving.