With the new year comes a newfound motivation to win at the local game. Social media has created a new market of searchers and travelers that want to document unique local experiences. Mobile explorers want organic search results that deliver the best local finds along their way. As a result, location features and geo-filters are changing the way SEOs consider content, both on websites and on social media.
Tapping Into an Experience
If you are trying to capitalize on the localized experiences that these users seek and your content neglects your location, you’ll miss the mark.
We know from Google that several factors, including relevance and prominence, determine rankings.
Relevant content that delivers what people are looking for helps Google better “understand” and rank your page. Google’s machine learning system, RankBrain, advances its ability to tie content to related search queries. So, it's important that your content includes keywords that narrate the experience your customer wants. If that’s a local experience, that means local keywords.
You can boost organic visibility for local searches by optimizing for phrases like: “things to do in Chattanooga,” “pet-friendly Chattanooga,” and “local outdoor activities”. Location-specific keywords can also help you build brand awareness in your own backyard.
A Sweet Example in the SERPs
A Chattanooga favorite, Clumpies Ice Cream Co., does just this by marketing their ice cream as a local experience. The site is optimized for the local search term “ice cream Chattanooga.” So, both locals and out-of-towners searching for things like “ice cream nearby” will find Clumpies.
The site contains the words “Chattanooga” and “ice cream,” of course. But Clumpies also builds its local presence by celebrating the city with featured scoops that blend ingredients from local businesses. Mentioning these other area businesses on their website and in their social media posts helps Clumpies send additional local signals to the search engines, telling them that they’re a prominent player for ice cream in the Chattanooga area.
Clumpies also uses Instagram to tap into the Chattanooga market by advertising their ice cream cart’s presence at local festivals and events. Positioning themselves as a stop along the way inspires social media users to capture the moment—enjoying a cone at a music festival—and promote Clumpies in the process.
Become a Stop Along the Way
If you want to build your business’s local presence, you need to be where your customers are when they’re there, whether it’s on social media or in local searches on Google. Become a part of their daily adventure. Focus on local keywords and localized content to make your business a stop along the way.