Personalized Search & Micro Geo-Targeting

Almost every time I meet with a new client, our initial discussion starts out something like this.

"When I search for us using the keyword "xyz", we're not in the top 10. We're all the way on page four. What can we do to rank #1?"

This is a tricky question. Chances are, what you see is NOT what I see. Every day, there are more than 5 billion searches, and we're all seeing different variations of results.

The Basics of Personalized Search

It all started a few years ago when Google rolled out algorithms like Search, Plus Your World, Venice and Google Now. In general, these algorithms aim to offer the most relevant results for you. This often means localized & personalized organic results for broad search queries. Simply put, depending on your location, Google will serve up local results for broad search queries. That's why, if you're located in Minneapolis and you search for "car mechanics," you'll see Minneapolis-based car mechanics or a mechanic that a friend has recommended and not mechanics located in St. Louis. This is just one facet of personalized search. Google also looks at social signals, your search history and more.

This is nothing new. Search engines like Google has been showing personalized results for years. Here's what's interesting: According to a study conducted by Danny Richman & CINT, 64% of Internet users don't even realize that search results are personalized.

As SEO experts & web marketers, we look at keyword positions from a neutral, unbiased point of view. That said, in order to NOT miss out on good opportunities, we also need to look at positions from a micro geo-targeted point of view. A couple of months ago, I wrote a blog post about creating an audience persona to get to know your audience's digital habits. This involves understanding stuff like how your audience consumes information, how they use social media and who they tend to trust most. As we make these connections, we should also look at what geographic areas you wish to target. Are there hot areas where you have more success?

Once you determine micro-geographic locations, you can tailor your web marketing strategy by making more relevant, locally-based marketing connections.

Think of this as getting to know your neighbors and your neighborhood. This type of information gives Google context and extra insight into your business.

Putting Micro Geo-Targeting Into Practice

1. Start by determining where your best clients & opportunities are. Are there regions where you tend to see more conversions and have better success rates? The top visitor location report within Google Analytics, will show you where most of your traffic comes from. Using this report, you can gain insight like what locations are most likely to convert, locations that are under-performing and more.
2. Update your location settings to the city/state. To do this simply click on "Search Tools" under the search bar in Google and enter your location.
3. Review a top-ranking site. Does the site load quickly? Is the site well-designed? Is the content current? Do they use a blog to update the content regularly? Do they tie in social media? Is the site free of errors?
4. Does the site's NAP (name, address, phone number) look consistent? Prominently displaying an address and phone number shows Google where your business does business.
5. Are there co-marketing opportunities that help establish a presence in that location? This may include things like, what is the area known for? What are current trends in that area? What's the overall tone or character of the area?

It's always helpful to research and find out tidbits your audience. Gaining more information about who your audience is and where they're coming from can open up new opportunities and improve visitor engagement on your website. If you're interested in learning more about ArcStone's micro geo-targeted approach, contact us today.