5 Local SEO Tips to Dominate the Search Results This Holiday Season

This year has seen a tremendous shift in consumer behavior considering the shorter than normal shopping season, uncertainty surrounding last-mile delivery, and the continuing health concerns; the reason is quite evident. Keeping in mind how widespread and enduring this pandemic has turned out to be, none of us could have possibly imagined the circumstances we are currently in. Amid all this, most local businesses have been sent near the edge already, and they might find this holiday season much more competitive than it usually is, which is why they need to prioritize their local SEO strategy. 

This holiday cum shopping season, marketers, all the more so, need to put their fingers rigidly on the pulse of their target market and opportunities. Utilizing relevant and real-time customer data is the key. 

1. Understand the Key Concerns of the Consumers and Take Measures to Tackle Them

All of us are going through a tough time phase currently, and therefore, it is crucial that you realize the problems the shoppers are facing. 

For starters, you should offer multiple payment options such as debit card, credit card, PayPal, etc., to your customers to facilitate a smooth shopping experience. This way, shoppers won’t have to struggle at the time of payment and swiftly complete the transaction choosing their convenient payment mode. 

Today most customers’ purchase decisions are heavily influenced by three primary factors: convenience, value, and availability. Since people are concerned about their health and safety, they are increasingly turning to online shopping, and they sure are planning to shop more during this holiday season. However, the majority of them have online shopping security concerns, according to a report.

Users have become more tech-savvy than ever. They are progressively scanning, researching, and shopping across multiple websites. They have become more value-conscious now and are constantly seeking reassurance that their data and privacy is secured while purchasing products and services online. 

Update your site, local business listings, landing pages, social profiles, etc., with correct answers to outshine FAQs. These optimizations matter a great deal – to such an extent that business listing platforms such as Google and Yelp are putting this information in the spotlight on business profiles for customers. If the users are unable to find what they are searching for on your listing, then they’ll proceed to the next business as simple as that. 

2. Get to Know Your Target Audience ‘Really’ This Holiday Season

Building campaigns based on the past data just won’t pull it off this year. Smart AI and agile marketers will unite to power the messaging and customer experiences required for conversions in upturned markets. 

Given the current situation, it is pretty much challenging to predict who will knock on your door (or land in your site’s shopping cart) this holiday season, but you can expect to run into almost every type of customer. 

You can experience a variety of motivations and shopping taking place this year. Consumers who have fortunately managed to dodge the pandemic’s direct repercussions might be counterbalancing for the luxuries they have given up this year – may be a canceled foreign trip or a big purchase that was postponed because of the initial uncertainty. However, on the other hand, you will find customers who are financially and physically affected by the pandemic, have a limited amount of funds to spend and are also restrained by the lockdown measures.

Grasping your both macro market and micro opportunities at the individual site visitor-level are the key to make the most out of your opportunities for conversions this holiday season. 

3. Offer Personalized and Engaging Content That Complements Holiday Season Search

According to reports, the majority of customers have started shopping for products online, and most of them plan to continue doing so even after the pandemic ends. Even though the products are smaller in value, customers are browsing and shopping more often. 

Make sure that the content you are offering this holiday season is personalized and engaging and reflects your target audience’s current wants, needs, behaviors, and interests accurately. Use dynamic content optimization to activate your search insights to keep pace with the shifting customer behaviors. 

This year has been a hard one for everyone. So the best thing to do is think like your customer who is worn out of the effects of the pandemic. Make your customers realize how purchasing your product/service can add entertainment, comfort, security, or maybe fulfill a necessity in their or their loved one’s life. 

• Utilize all the available tools to expand and add interest to your search results. 
• Publish new photos and videos more frequently.
• Leverage Google Posts to feature promotions, products/services, in-store or virtual events, and so on.
• Ensure that your on-page SEO is right and your web pages have appropriate schema markup. 
• Work with your paid search team jointly to make sure that your paid and organic strategies are augmenting each other, not cannibalizing. 
• Maintain interest and gain more traction across different channels changing your content types often. 

4. Focus on Building Experiences

Ever since people have started spending more time in their homes, they have also started spending more time watching television, reading, taking part in hobbies, writing, playing games, and engaging in other fun and recreational activities. All this is only because they are craving for experiences that may help fill that void left behind by closed restaurants, canceled events and concerts, limited travel, and fewer in-person meetings. 

Even outside of this pandemic’s impact, it was expected that customer experience would outweigh the product and pricing as the primary brand differentiator. No matter how much planning you are putting into it, consumers are having an experience with your brand. Therefore, during this holiday season, focusing on this aspect is definitely worth it. 

For example, when in-store shopping isn’t possible, you can offer your local shoppers a different way to engage with your business, like pasting a QR code on your door for them to scan, which will direct them to an online experience. 

Regardless of what channel and format you pick, analyze what type of experience you are curating for your customers. How does your brand demonstrate that it is devoted to their happiness and satisfaction? How does your brand grab and retain their attention and interest? 

Your customer interactions are not merely touchpoints, but they define their overall shopping experience. Take time to think things over and improve the customer experience. 

5. Be Sure to Highlight Your Local Relevance

As per recent research, consumers are showing more interest in supporting small businesses, and the majority of them would love to shop from local businesses. 

This is an excellent opportunity for businesses. Think about how you will clarify your local relevance to your potential customers and the search engine you depend upon to place you in front of them? 

• Be sure to claim, verify, and optimize all locations.
• Localize your content. Post more on-location photos and videos to engage your audience. Wherever possible, cite local landmarks, participate in local events, and establish connections within your local community.
• Perform local keyword research and optimize your website, landing pages, and business listings. 
• Make your fulfillment options clear that you offer to your local customers, such as additional shipping options, contactless delivery, curbside pickup, etc.
• Capitalize on your local reviews by tracking them closely, responding quickly, and featuring positive reviews across different channels. 

Conclusion

Consumer behavior has seen a dramatic shift this year, and the trends are changing too. This holiday season will prove to be an exceptional shopping season, provided that you make the most out of it by taking the necessary measures. Keep your customers engaged with your brand continuously via content, offers, updates, etc. This is the best way to keep your brand on the top-of-mind of your customers. 

People are Covid-weary right now and seeking entertainment, comfort, and convenience. If you want your business to thrive this holiday season, take the steps discussed in this blog, and you will see promising results.