Identifying "underserved" suburban markets

[Larry Linson]

I am considering locations for a change of office in a major suburban area. On an antidotal basis, I know my competitors tend to be clustered in the main city, and a few suburbs. I have identified several suburbs in which I know of few competitors. To further test, I do a search for my practice area like "{law type} lawyer in {TargetBurb}. The Google pack results are all off point. 2 do not have a remotely matching business category - nor do the websites of these firms indicate they practice {law type}. The other is a listing for an attorney that did {law type} and is listed as "temporarily closed". This office is indeed closed but not temporarily: man has been dead for over 5 years!

Are these incredibly bad results a sign of Google algo stupidity, or is it a sign that {TargetBurb} is indeed underserved in {lawtype}? That is, is Google saying, "well gee this is the best I can do"?

It is interesting to me - why would the algo not simply go out wider in its search? Isn't it better to show a lawyer that in fact practices {lawtype} - even if 10 miles away from {TargetBurb} rather than pick a non-matching practice area?

 

[JoyHawkins]

I would assume that yes, this means it's a great opportunity. I usually look with towns that don't have tons of listings with businesses actually physically in that city or ones that have listings that have very few reviews.

 

[GoLocal]

Always check demand.

 

[bobbyh]

Larry, it sure sounds like you have found an underserved suburban market to me! To double check outside of the map-pack, have you seen this link that allows you to do a true "local" search from an arbitrary location? You can set the keyword and location here: Local & International Google SERP Checker

 

[GoLocal]

Larry, it sure sounds like you have found an underserved suburban market to me! To double check outside of the map-pack, have you seen this link that allows you to do a true "local" search from an arbitrary location? You can set the keyword and location here: Local & International Google SERP Checker

Not working properly, just did a search in Regina, it's giving me results from Georgia, Illinios, etc.

 

[bobbyh]

Ah, you're right, the website doesn't work, but the Chrome Extension does! Here's a link to install it: https://chromewebstore.google.com/detail/blpgcfdpnimjdojecbpagkllfnkajglp

And here are the settings I used:

And then you just do a search once the location is set. Here is the SERP:

I've found that it's very convenient for local searches!

 

[GoLocal]

Wow this is super helpful actually. Thank you! Totally appearing much lower than the rank tracking software claims, very valuable info. Cheers man.

 

[bobbyh]

Totally appearing much lower than the rank tracking software claims, very valuable info.

It should be the exact same rank? But I think I know why the ranking is different...

To explain, that Chrome Extension performs its search using a very precise lat/long that is located at the center of the polygon that shaped like that local area, aka the "centroid" of Regina. You can see that the centroid for Regina is a very specific lat/long (you can see that lat/long in a screenshot in my previous post).

There are many other lat/long points in Regina. For instance, I just did some light Googling and there's a neighborhood in Regina that has the name of "Lakeview, Regina, SK, Canada." That has a different centroid lat/long, like so:

Anyway, each unique lat/long is going to show a different ranking. And I think that's what you're seeing...

 

[GoLocal]

Amazing, is there a way to control the granularity. This is a great tool. The site I'm tracking is a business directory not a local service area business but I'm sure you are correct about that. Bottom line, the solution is to strengthen rankings. I did some Cora tweaks that worked really well, waiting a few days then will do round 2.

 

[bobbyh]

Amazing, is there a way to control the granularity.

Yes! You can use the lat/long of any given arbitrary point in the world. Just fire up Google Maps and find the lat/long of your point, and then enter that data into the appropriate fields in that Chrome Extension...

 

[GoLocal]

Right. But can you set range?

 

[bobbyh]

Right. But can you set range?

It's just a localized SERP that shows you exactly what the SERP looks if done from a specific lat/long.

There's no "range," per se, so if you wanted to create a map like Local Falcon has (see attached), then you'd need to redo your search a zillion times, each with a slightly different lat/long...