Local Search Analytics Defines True Local Competitors, Performance

Google’s focus on hyperlocal search data prompted Moz to build a platform giving marketers tools to access competitive data for tracking and analytics.

Local Market Analytics provides search engine optimization professionals with a feature Moz calls “multi-sampling of local SERPs per keyword and hyper-local search volume."

The data can dig deep into the neighborhood level, giving search marketers a better representation of what customers see when searching.

“Now that Google is becoming a home page for so many types of businesses, you have to think about doing conversion rate optimization on the search results as well as the website,” said Sarah Bird, Moz CEO. “Google also has so much more information, which means more variation in the types of searches. … Sometimes we don’t go to the search engine. We go straight to Maps when we’re looking for information related to directions.”

Google’s focus on hyper-localization means search is not just for physical business locations. Bird said this platform is the first step in tracking a hyperlocal market.

This shift, in conjunction with the search engine’s February algorithm updates, indicates a continued emphasis on local search.

Challenges for major national brands like Home Depot might be different in one ZIP code versus another. This means businesses could have different competitors and search results may look different in one area versus another with charts, maps and images.

Based on these local complexities, Moz built a platform that analyzes rankings and other search optimization strategies, taking into consideration the retailer’s preferences within their top five ZIP codes.

The platform highlights search volume for local markets for easy evaluation of strategic market expansion opportunities and prioritization of traffic-driving keywords. It surfaces competing sites in local markets with a map view, so marketers can see their competitors in a specific space.

The platform also offers reporting with data backed by real local SERPs that Google actually serves.

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