Content + Context = Conversion

by | Jan 31, 2024 | Digital Marketing

Walk to Success Marketing Content + Context = Conversion

Content, Context, and Conversion: Optimizing for ‘Near Me’ Searches in Grand Junction, CO (2024)


In today’s digital age, local businesses need to have a strong online presence to succeed. This means having a website that is optimized for search engines and provides valuable content to users. In addition, businesses need to be active on social media and other online platforms to reach potential customers.

One of the most important things that businesses can do to improve their online visibility is to optimize their website for ‘near me’ searches. These are searches that people conduct when they are looking for businesses in their immediate area. For example, someone might search for “pizza near me” or “coffee shop near me.”

By optimizing their website for ‘near me’ searches, businesses can increase their chances of being found by potential customers who are looking for their products or services. This can lead to more website traffic, more leads, and more sales.

Local SEO Optimization Strategies for ‘Near Me’ Searches

There are a number of local SEO optimization strategies that businesses can use to improve their ranking for ‘near me’ searches. These strategies include:

  • Optimizing your website for local keywords: When someone searches for a business near them, they are likely to use keywords that are specific to their location. For example, someone searching for a pizza place in Grand Junction, CO, might use the keyword “pizza Grand Junction.” Businesses should make sure that their website is optimized for these local keywords. This can be done by including them in the website’s title, meta description, and content.
  • Building citations: Citations are mentions of your business on other websites. These citations can help to improve your website’s ranking in search results. Businesses should focus on building citations from high-quality websites that are relevant to their industry.
  • Getting reviews: Reviews are another important factor that can influence your website’s ranking in search results. Positive reviews can help to build trust and credibility with potential customers. Businesses should encourage their customers to leave reviews on Google, Yelp, and other online platforms.
  • Creating high-quality content: The content on your website should be informative, engaging, and relevant to your target audience. This will help to keep people on your website longer and encourage them to take action, such as contacting you or making a purchase.
  • Using social media: Social media is a great way to connect with potential customers and promote your business. Businesses should use social media to share news and updates about their business, post photos and videos, and run contests and promotions.

In 2024, local businesses need to have a strong online presence to succeed.

By following these local SEO optimization strategies, businesses can improve their ranking for ‘near me’ searches and reach more potential customers. This can lead to more website traffic, more leads, and more sales.

Additional Tips for Optimizing for ‘Near Me’ Searches in Grand Junction, CO (2024)

In addition to the general local SEO optimization strategies listed above, there are a few additional things that businesses in Grand Junction, CO, can do to improve their ranking for ‘near me’ searches in 2024:

  • Use Google My Business: Google My Business is a free tool that allows businesses to manage their online presence on Google. Businesses should make sure that their Google My Business listing is complete and accurate. This includes adding your business name, address, phone number, website, and hours of operation.
  • Optimize your website for mobile: More and more people are using their smartphones to search for local businesses. Businesses should make sure that their website is mobile-friendly and easy to use on a small screen.
  • Use voice search optimization: Voice search is becoming increasingly popular. Businesses should make sure that their website is optimized for voice search by using natural language and long-tail keywords.
  • Partner with local influencers: Partnering with local influencers can help you reach a wider audience and promote your business to people who are already interested in what you have to offer.

By following these tips, businesses in Grand Junction, CO, can improve their ranking for ‘near me’ searches and reach more potential customers in 2024.

As Search Engine Land explains in this recent article, Google is looking to add context to help refine and improve search results. Adam Dorfman explains how contextual search can (and I believe will) impact brick-and-mortar stores. In 2016, Web-influenced sales totaled $1.3 trillion and, by 2020, to reach $1.6 trillion. (Forrester Research). “Context is everything” (Brian Klemmer), and if your online marketing strategy does not include context, the customer journey from click to close is going to be full of costly obstacles. The context in “Nearby” searches on mobile devices enhances the need for content that is relevant. Google calls this moment when someone turns to their device a micro-moment. This intent-driven moment of decision is crucial in the consumer journey. Will they find your brand? Will your closest location be shown in the three-pack? Do you have an ad and an organic solution to the intent showing on the mobile device? Are your organic search engine results (commonly called SERP) in context with the PPC ad (such as Adwords) and the question that was asked of the Search Engine (also called a query)?

Mobile is becoming an indispensable part of our lives, and it is where billions of consumers consume media. As BGC Financial analyst Colin Gillis states in a recent USA Today article, “Marketers are flooding into mobile because they are seeing a more effective return. The clicks are cheaper, and they are starting to work.” The first paragraph of this article, which uses numbers larger than this rural mountain town digital marketing agency owner can fathom, really emphasizes today’s shift from home or office desktop searches to geo-based nearby searches: “Surging mobile usage drove robust advertising growth at Google in the second quarter, showing the tech giant making substantial headway getting the attention and budgets of users and advertisers as they shift to mobile devices from desktop computers.”

“Micro-moments are becoming more contextual

We know that micro-moments at the local level are getting bigger. According to Google, mobile “near me” searches have increased by 146 percent year over year. These kinds of searches are intent-based moments of immediacy. For instance, Google (citing data from indicates that 74 percent of mobile hotel bookings are for same-day check-in.”

Adam Dorfman @Phixed
“Businesses will flourish in the contextual world Google is shaping.” , “Micro-moments are becoming more contextual

The moments that really matter, these micro-moments, need to result in a click to a user-friendly, mobile, responsive, contextual landing page. The consumer journey will most likely end at your competitor’s cash register if the click “in the moment” takes them to your home page or even worse a non-responsive poorly designed outdated website. The consumer journey from click to close may include many visits to your website, it may include filling out a lead generation form and a drip email campaign or even a coupon that gets them to walk into your store or call for an appointment. A consumer journey that is designed from the 5-star review backward to the search term they type or speak into their mobile device. This contextual consumer journey is based on a need or pain that the consumer is experiencing at that micro-moment when your products or services provide the best and most relevant solution. The content that the consumer receives whether it is text, video, testimonial, images or better yet all of these in a well-designed page that is in context to their search phrase or keyword (called a query) will lead a consumer one step further on the journey to becoming a customer.

Context and Conversion Rate Optimization can be measured.

There are typically many conversions and clicks that are included in the consumer journey, many moments and micro-moments. Each time a click or action, such as filling out a survey or form, is performed, this is called a conversion. Google Analytics tracks these micro-conversions, which I consider one step in the customer journey. Simply put, if I ask Siri where good Mexican food is in Grand Junction and I click on the listing at the top of the search, it should take me to the reviews page of a local Mexican restaurant page or Yelp listing. If I ask Siri what a sleep number bed is and I click on the top listing, and a page of bunk beds opens in front of me, that would be out of context. How often have you clicked on a link for something only to be dumped on the home page ad left to find the article or item you were looking for? This makes me flashback to the 1980s (yes, I am that old) when I walked into a store in the mall, and the lady behind the counter talking on the phone with a cigarette hanging out of her mouth said, “Whatcha looking for?” while slightly turning the phone from her ear. I said I needed it. (I don’t remember the item) and she pointed to the back of the store and returned her call. I will never forget just turning around and walking out of that store. I also will never forget the long ash on that cigarette and wondering why it didn’t fall off. If the content matches the context, then there is a chance for conversion. If you greet your customers kindly and show them what they are looking for, there is a good chance they will purchase. Searching on your mobile device in a micro-moment and clicking a listing that leads you to contextual content will lead to a conversion and a successful customer journey.


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