As we gear up for 2024, it's important to reflect on the key terms and innovations that shaped the world of location marketing this past year. Notably, AI-driven technologies made a significant impact, changing how we approach and optimise for local search. Here's a rundown of 50 buzzwords that every multi-location marketer should be familiar with today.
Fundamentals of Local Marketing
1. Hyperlocal Marketing:
Targeted marketing strategies focused on small, specific local communities, aiming to connect with customers in a particular geographic area.
2. Local SEO:
The practice of optimising your business's online presence to rank higher in local search engine results, increasing visibility among nearby customers.
3. Local Visibility:
The degree to which a business stands out in local search results, a crucial factor for attracting customers within a specific area.
4. Online Presence:
A business's cumulative digital footprint, including its website, social media profiles, and listings on various platforms.
Local SEO Fundamentals
5. Local Search Intent:
Understanding and catering to the specific intentions behind local search queries, crucial for content relevance and customer targeting.
6. Local Schema Markup:
Implementing structured data markup to help search engines better understand and display information about local businesses.
7. Local Ranking Factor:
Elements influencing a business’s position in local search results, essential for effective local SEO strategy.
8. Location Pages:
Individual web pages representing each physical store location, providing specific details and enhancing local digital presence.
9. Local Landing Pages:
Web pages specifically designed for individual business locations, offering localized information and tailored customer experiences.
10. Local Keywords:
Geographic-specific terms in content and SEO strategies that target customers searching for services or products in a specific area.
11. Local (Three) Pack:
A prestigious position in Google’s search results, showcasing prominent local businesses.
12. Local Citations:
Online mentions of a business's name, address, and phone number (NAP) on various platforms, including local business directories, websites, and social platforms.
Content Optimisation
13. Semantic Search Optimisation:
Enhancing content to align with the intent and context of user queries, beyond mere keywords, for better search engine ranking.
14. Localised Content:
Content that resonates with the local audience's preferences, language, and cultural nuances, improving engagement and relevance.
15. User-Generated Content (UGC):
Authentic content created by customers, such as reviews and social media posts, enhancing credibility and engagement.
16. Visual Content:
Engaging images and videos that capture local audiences' attention, enhancing appeal, and improving search rankings.
17. Mobile Optimisation for Local Content:
Ensuring that all local content is mobile-friendly, as a significant portion of local searches are made on mobile devices.
Google Business Profile (GBP) Management
18. Claiming Google Business Profile:
The process of establishing ownership over a business's listing on Google, allowing for management and updates of its information on Google Search and Maps.
19. Google Business Profile Appeal:
The process of appealing against a suspension or decision made by Google regarding a business profile.
20. Google Business Profile Verification:
Ensuring the business’s legitimacy through Google’s verification process, a key step in establishing a trustworthy online presence.
21. Google Business Profile Categories:
A number of categories in GBP listings aimed to accurately represent the business and improve relevance in search results.
22. Google Business Profile Attributes:
Specific attributes in GBP that highlight unique aspects of the business, enhancing information richness for potential
23. Reporting on Google:
The process of informing Google about issues like misinformation, duplicate listings, or false reviews to maintain accurate business listings.
Local Customer Experience
24. Customer Journey:
The complete experience a customer goes through from discovering a business online to making a purchase in a physical store.
25. Location Structure:
The organisation of a business's multiple store pages online, ensuring accurate and consistent local information across platforms.
26. Embedding Location Map:
Incorporating interactive maps on websites and listings for easy navigation and enhanced user experience.
27. Store Locator:
A tool on websites allowing customers to easily find physical store locations, improving the online-to-offline customer journey.
Local Visibility Challenges
28. Duplicate Listings:
Multiple listings of the same location on a platform, which can confuse customers and negatively affect SEO.
29. Fake Reviews:
False, unauthentic reviews published by any party to alter a brand's reputation.
30. NAP Consistency:
Maintaining uniformity in a business's Name, Address, and Phone Number across all digital platforms.
31. Managing User Edits:
Monitoring and addressing changes made by the public to your business listings on platforms like Google, which can lead to misinformation if not regularly checked.
Local Discovery
32. Branded Search:
When users specifically search for a brand or its products, indicating a high level of brand awareness.
33. Direct Searches:
Specific searches for a company by name, reflecting strong brand recognition.
34. Discovery Searches:
Broad searches that lead potential customers to discover your brand, crucial for attracting new customers.
Advanced Technologies and AI
35. Generative Search:
Google's AI technology that creates dynamic, conversational search results, offering more personalised and relevant answers to user queries.
36. AI-Powered Optimisation:
Leveraging AI for optimising local search strategies, particularly in understanding and catering to user intent.
37. Bard:
Google's advanced AI tool, providing detailed and contextual responses in search, enhancing the accuracy and relevance of local search results.
38. Chatbot Integration:
Implementing AI-driven chatbots on local business websites for real-time engagement, customer service, and query resolution.
39. Predictive Local Analytics:
AI tools that forecast local market trends and customer behaviours, aiding businesses in making data-driven decisions.
40. Augmented Reality (AR) in Local Marketing:
Integrating AR technology to create immersive experiences at physical locations, enhancing customer engagement.
41. Voice Search Optimisation:
Adapting content and SEO strategies to cater to the increasing use of voice-activated searches, ensuring visibility and relevance in voice search results.
Local Marketing Strategies
42. Omnichannel Marketing:
Creating a seamless customer experience across all platforms and channels, from online to offline touchpoints.
43. Reputation Management:
Actively managing and responding to online reviews and ratings to build customer trust and maintain a positive business reputation.
44. eWOM (Electronic Word of Mouth):
Digital version of traditional word-of-mouth, including online reviews and social media mentions, influencing brand reputation and customer decisions.
45. Local Social Media Pages:
Dedicated social media profiles for individual business locations, offering community-specific content and engagement opportunities.
Local Advertising and User Engagement
46. SEM (Search Engine Marketing):
Strategies that combine SEO with paid advertising to maximize online visibility and attract targeted traffic.
47. CPC (Cost Per Click):
Advertising metric that measures the cost-effectiveness of online marketing campaigns based on the number clicks.
48. CPM (Cost Per Mille):
A metric used in digital advertising to measure the cost per thousand impressions, offering insights into the overall visibility and reach of an advertisement.
49. Engagement:
The level of interaction and response your brand receives on digital platforms, an indicator of content effectiveness and customer interest.
50. ROI (Return on Investment):
A metric to evaluate the effectiveness and profitability of marketing efforts.
To Sum Up
As we move into a new year, embracing these local marketing buzzwords 2023 will be helpful for staying ahead in the game. Keep these terms in mind as you refine your strategies and prepare for another year of innovation and growth for your multi-location brand.
Lily Adamyan, December 18
