The local search marketing landscape is evolving rapidly, presenting both opportunities and challenges for businesses looking to connect with customers in their area. As we enter 2024, several key trends are emerging that will shape local search strategies, requiring marketers to embrace new technologies and tactics to stay ahead of the curve.
Voice Search Optimisation
One of the most significant local search trends is the continued growth of voice search. With the rising adoption of voice-activated devices like Amazon Alexa and Google Home, voice is becoming a preferred mode of search for many consumers. This seismic shift requires marketers to optimise content for voice queries by using natural language and conversational tone.
Key Tactics:
- Use long-tail, conversational keywords that match natural language voice queries
- Create short, succinct content that directly answers voice search intent
- Ensure website is mobile-friendly and loads quickly to accommodate voice searches
- Include structured data markup to improve visibility in voice search results
Enhanced Google My Business (GMB)
Google My Business remains the cornerstone of any local search strategy. With over 90% of smartphone users turning to Google Maps to find local businesses, having a complete and optimised GMB profile is essential. In 2024, expect enhanced features like posts, Q&A, messaging and more to further amplify GMB’s influence.
Key Tactics:
- Completely fill out the GMB profile with keywords, photos, description, services, etc.
- Engage customers by responding to reviews and utilising features like posts and Q&A
- Run GMB posts promotions to boost visibility during sales or events
- Use GMB insights to analyse site traffic and local engagement
Geo-Targeting with Geofencing
Geofencing technology enables marketers to deliver targeted messaging and offers to users based on their real-time location. With geofencing, businesses can reach nearby customers when they enter the area around your physical location, encouraging foot traffic and conversions.
Key Tactics:
- Strategically place geofences around high-value locations like store entrances
- Offer time-sensitive discounts or promotions to drive in-store traffic
- Retarget customers who visited your location with follow-up messaging
- Track conversion rates from geofencing campaigns
Leveraging User-Generated Content (UGC)
Today’s consumers heavily rely on peer reviews and recommendations when evaluating local businesses. User-generated content in the form of reviews, social posts and local recommendations has become crucial for reputation management.
Key Tactics:
Encourage customers to leave reviews on GMB, Yelp and other platforms
- Monitor reviews and quickly address any negative feedback
- Share UGC content from customers on your social media channels
- Collaborate with local brand ambassadors to create authentic content
Mobile-First Indexing and Page Experience
With over 50% of searches happening on mobile devices, perfecting mobile page experience is now imperative for local search visibility. Ensure your website is fully optimised for mobile to align with Google’s mobile-first indexing rollout.
Key Tactics:
- Use Google’s PageSpeed Insights to diagnose mobile UX issues
- Leverage AMP and responsive web design for faster load times
- Minimise pop-ups and interstitials that hinder mobile experience
- Optimise site architecture with a mobile navigation menu
Implementing Local Schema Markup
Structured data markup enables search engines to better understand your business information. Implementing schema markup for your address, opening hours, services and more can enhance local SEO.
Key Tactics:
- Add schema markup to homepage to identify business name, address and phone
- Use LocalBusiness schema to highlight key details like opening hours
- Implement FAQ Page schema to improve visibility for common queries
- Add Product schema markup to ecommerce product pages
AI Chatbots for Customer Engagement
Advances in artificial intelligence are making chatbots an effective channel for 24/7 customer support. AI chatbots can provide personalised recommendations and instant answers to common local search queries.
Key Tactics:
- Develop chatbots trained with local business data to boost on-site engagement
- Program chatbots to handle common FAQs and address user intents
- Use chatbots on landing pages to encourage lead generation
- Integrate chatbot with live agent handoff for complex issues
Optimising for Local Video
Video content has become a must-have for local businesses. Short, engaging videos highlighting your brand story, events, customer testimonials and more can enhance your local presence.
Key Tactics:
- Create videos showcasing your local store, office or community outreach
- Post videos natively on GMB and local business directories
- Promote video content through paid ads and social media campaigns
- Analyse engagement metrics to optimise video strategy
Leveraging Augmented Reality (AR) Technology
For local retailers, AR allows customers to virtually interact with products before purchasing. As AR gains traction, businesses can provide immersive experiences that go beyond simple product visualisation.
Key Tactics:
- Develop AR try-on capabilities for apparel, makeup, accessories and furniture
- Incorporate AR into your mobile app to boost engagement
- Share interactive AR content on social media to attract new customers
- Partner with AR developers to implement cutting-edge experiences
Tapping into Local Content Partnerships
Partnering with local content creators, influencers and media outlets allows you to tap into their captive audience in an authentic way. Identify symbiotic partnerships that align with your brand.
Key Tactics:
- Collaborate with niche local influencers and brand ambassadors
- Sponsor local events, podcasts or video content
- Contribute expert insights to local blogs and publications
- Build relationships with key media contacts
By proactively preparing for these emerging local search trends, marketers can enhance visibility and engagement within their community. While leveraging tactics like optimising for voice search and AR may seem daunting, taking early steps to test and implement these technologies will ensure your brand stays ahead of the curve. With the right local SEO strategies tailored to your business goals, you can solidify your presence both online and in your neighbourhood.
As you chart your course through the local search landscape, don’t forget the significance of search engine optimisation in Melbourne and beyond as these trends and tactics will empower your business to thrive in the competitive digital sphere. By staying informed and implementing these insights, you’ll be well-positioned to achieve success in the ever-evolving world of local search marketing.
Frequently Asked Questions (FAQs)
How can I optimise my website for voice search?
Voice search optimisation involves using natural language keywords, crafting conversational content, ensuring fast mobile page load speeds, implementing structured data markup and providing concise answers to spoken queries. Prioritising voice search will be key as smart speakers and voice assistants gain adoption.
What steps can I take to improve my Google My Business profile?
Completing your GMB profile, adding high-quality photos, engaging with customers, running promotions via posts, monitoring insights and leveraging features like Q&A are all important ways to enhance your presence on Google My Business. This should form the foundation of your local SEO efforts.
How does geofencing help local businesses?
Geofencing allows businesses to deliver targeted messaging and offers to nearby customers in real-time based on their location. This helps drive foot traffic, increase conversions and boost engagement through timely, hyper-local promotions.
Why should I encourage UGC as a local business?
User-generated content in the form of reviews, social posts and recommendations has become critical for reputation management and establishing trust. By proactively soliciting UGC and leveraging it across marketing channels, local businesses can improve visibility and engagement within their community.
