As we’ve previously discussed, hyper-localization is the marketing strategy of the moment, especially for hotels. The rise in mobile use, combined with the demand for meaningful content and an increase in targeted search results, have fueled the hyperlocal trend that doesn’t seem to be going anywhere – because it brings success! Charleston SEO is no different – your travel website must appear in local search results to earn traffic.
Google’s 2014 Pigeon algorithm update added to the importance of having a narrow content focus. Since this update, the hospitality industry experienced a growth of 28% in Google Places results alone, according to SEO company BrightEdge.
But, why get hyper-local when travelers to Charleston come from all over? Do they want to know about things to do in Charleston near your hotel, if they’re simply traveling for business? Does it matter what restaurants in Charleston you link to from your website, if travelers can find places to eat from hundreds of sources? Yes! Business travelers want to know what activities they can enjoy in their down time. Other travelers appreciate your local knowledge of amazing cafes and upscale eateries.
By creating hyperlocal content, you become an expert not only in Charleston but also in your specific geographic location, which means you have the power to lure travelers to your unique neck of the woods or intriguing place on the map.
Here are 3 ways that you can create hyper-localized content to make your distinct area of Charleston stand out from the rest, and your hotel stand apart.
- Hyper-localized Charleston SEO
Your hotel’s precise location is pertinent to search terms, online reviews, and optimized local profiles. So, use it in your content and be consistent with how you represent your hotel in relation to your location. Make sure you optimize for local search by incorporating your neighborhood, city, and state into your keyword phrases (long-tailed keywords work extremely well). Take care that all channels for your hotel show your hotel name in the same manner, and pay attention to how your contact information is displayed across channels.
- Optimize and Hyper-localize for Mobile
If your hotel website isn’t optimized for mobile, it needs to be right away. More consumers than ever are searching on mobile and purchasing on mobile. It pays to have an optimized mobile website that includes hyperlocal keywords, content, and contact information. A 2015 Pew Research Study showed that 64% of people in the United States own a smartphone. More than half of these smartphone owners use their devices to learn about events in a community or to receive other information that’s location based (like whether they should stay in a Charleston hotel near Downtown or near Folly Beach.
- Partner with Non-Competing Businesses
When you’re building your content strategy and social media strategy, you can establish yourself as a hotel that cares about the local community (which customers love) by partnering with non-competing businesses. Be generous in your promotion and mention of restaurants, shops, attractions, and other tourist resources near you. Share local festivals and events, align with convention and visitors bureaus, and link to tour companies. When you do, your guests will see you as an expert and a positive-minded company, and you will create collaborations than can benefit you in more ways than you might have imagined.
It’s Time to Hyper-localize!
Hyper-localization gives your Charleston hotel the opportunity to zone in on prospective guests with messages that match their place in their customer journey as well as their travel experience. To learn more about ways to hyper-localize and grow your hotel’s business, contact Galileo Tech Media today!