Martech Advisor recently published an article on trends in search that touched on what many of us have been talking about in recent years. “Near me” searches have doubled in recent years with even higher jumps in certain shopping areas, per Google’s data. There is an opportunity here for small businesses in both SEO and PPC options. What can you do to take advantage of these trends? I outline a few things below.
Claim Your Google My Business Listing
To get started in either area, you should claim your Google My Business listing. Of course you should probably claim and manage your listings in other search engines as well, like Yelp and Bing, etc. Google is the king though, so start there. Once you own your listing, there is a lot you can do with it, or pay great people like us to do with it, to improve your presence in local searches, as well as just present a better face for your business for anyone who happens to run into it. When you own your Google My Business listing, you can also connect it to your Google Ads to show even more relevance for searchers that are nearby.
Site Pages Dedicated to Important Geographic Markets
From an SEO standpoint, it can be helpful to also create pages on your site that actually focus on how well you serve people in certain communities and point out how “near” you are to them in your content. Add “5 minutes from downtown” content to descriptions, etc. or title tags to help stand out to those searching for what you offer. Keep in mind that you need thorough and unique content. None of that 2010 tactic of 50 of the same page where you just change the name of the town name. Make a legitimate effort to speak to the people of that town who would be searching. Why are you the best choice? If you aren’t in the town, point out why they should take the extra time to come to you, or point out that you will come to them.
Google Adgroups Focusing On “Near Me”
Address “Near Me” with your ads. Add phrases like nearby for those that are searching in certain areas. Searchers that say or type near me tend to like to see “near” in their ads. As mentioned above, point out the benefits and proximity to those searching for that. Clearly, proximity is important to them. Address it specifically. Consider a call out or deal for those that see your “near me” ad. If you have multiple locations, consider separate campaigns with “nearby” circles directly around your location that address “pizza near me” or “accountant near me” or whatever you are offering.
This is a little more advanced, but consider looking into beacons to actually sense when customers are nearby and push them a message or deal to entice them to come in.
Take advantage of “Near me” searches. It doesn’t take that much to take advantage of a growing trend and make sure your business is represented to these potential clients, customers, or patients.