Keywords

HyperZone® discovers words and phrases that people use in search engines like Google, and
determines which of these matter most for the objectives of a business.

SEARCHES FOR “WHO HAS” + “IN STOCK” HAVE GROWN BY MORE THAN 8,000% YEAR OVER YEAR, INCLUDING SEARCHES LIKE “WHO HAS NINTENDO SWITCH IN STOCK” AND “WHO HAS GYM EQUIPMENT IN STOCK”

SEARCHES FOR “OPEN NOW NEAR ME” HAVE GROWN GLOBALLY BY OVER 400% YEAR OVER YEAR

MORE THAN 50% OF LOCAL
SEARCHES TAKE PLACE
ON MOBILE DEVICES

When it comes to local search, there are two different types of local search;

EXPLICIT LOCAL SEARCH

Clearly defines that you’re looking for something in a specific location.

For example: “Emergency plumber Melbourne”

IMPLICIT LOCAL SEARCH

Does not define a location, but Google assumes that you are looking for something local to you.

For example: “Plumbers”, “dentists”, “restaurants”

There are also three different types of local search queries;

“NEAR ME” SEARCHES

“Mechanic near me”

GEO-TARGETED SEARCHES

“mechanic Sydney”

LOCATION-ENABLED SEARCHES

“mechanic”

Google knows the intent is to look for a mechanic,
rather than a Wikipedia listing about what a
mechanic is/does.

To make sure we are targeting the right keywords, HyperZone® takes this into consideration, along with;

SEARCH VOLUME

The volume of searches per month by keyword.

COST & VALUE

The average cost per click and commercial value.

LOCATION & DEVICE

Geographic location and device specificity (i.e. desktop, mobile and tablet).

INTENT

The likelihood of purchasing.

GEOGRAPHIC VARIATIONS

Local, national and international variations are considered (i.e. jandals, sandals or flip flops).

SEASONALITY

Keyword seasonality (i.e. air conditioning in summer, heating in winter)

Keyword research is performed on commencement of
HyperZone® and is an ongoing activity performed to ensure we
are always targeting the right keywords.

Intent

Search intent is the primary goal the user has when writing a query/string into a search engine.
There are five types of intent that we differentiate by;

1. INFORMATION QUERIES

The user is searching for information, such as “How to crack your lower back like a chiropractor”.
Information queries typically contain words such as why, what, where, when and how.

2. NAVIGATION QUERIES

This is where the user is wanting to navigate directly to what they are after, such as “iphone 13”.
Navigation queries typically contain a brand name, branded product or name.

3. COMMERCIAL INVESTIGATION QUERIES

“Invisalign vs braces” and “agency vs in house marketing” are good examples. These queries typically contain words like versus (or vs), comparison, reviews, best and compare.

4. TRANSACTIONAL QUERIES

The searcher wants to buy something or is ready to take an action, such as make an order or make a call. “Buy flowers” and “walk in chiropractor” are good examples.

Cheap, price, coupon, buy, order, purchase and affordable are all good examples of what words are generally associated with a transactional queries.

5. LOCAL QUERIES

This is where the searcher wants to find something local to them, or in a specific geographic area. Think “emergency dentist near me” or “podiatrist near me”.

Ensuring we target the right keywords with the right intent, will ensure we get the most relevant outcomes for your business; foot traffic, phone calls and local website traffic.

Hyperlocal Placement

Although there are many different search engines and directories that HyperZone® works with,
this example will focus on Google Business Profile (formally Google My Business).

GOOGLE BUSINESS PROFILE (GBP)

“The new home page of local businesses”

GBP is a direct interface with Googles entity information about your business. It feeds information into the different types of local search results in Google.