During Diwali and Dhanteras, gold purchases spike dramatically as these auspicious occasions drive traditional buying behaviour. According to an article by India Business and Trade – “In the year 2022, the week of Dussehra saw a 27% Week-over-Week (WoW) uplift in searches and a 28% WoW uplift in clicks. Similarly, during the week of Diwali, searches saw a 24% WoW uplift, and clicks grew by 10% WoW.”
With many festival season shoppers starting their jewellery search online with “gold shops near me” or similar local queries, optimising a store’s hyperlocal presence is crucial for capturing this high-intent traffic. This article is a quick snapshot of how to increase a brand’s online visibility so it is found by nearby customers at the right time and right place.
Current Customer Behaviour
Customers research online before making significant gold purchases
Most searches include terms like "trusted gold shop near me," "best gold rate near me"
Buyers compare prices and reviews across multiple local stores
Peak search volumes occur 2-3 weeks before Dhanteras
Proposed Hyperlocal Strategy
1. Google Business Profile Optimisation
Update GMB listings of individual stores with accurate information
Update festival season timing and special Diwali hours
Add festive photos of your store and latest collection
Highlight special Dhanteras offers and schemes
Regularly post updates about gold rates and new arrivals
Respond to reviews, questions and feedback diligently
2. Local SEO Enhancement
Create location-specific landing pages for each store
Optimise for locality-based keywords
Include area-specific festival offers and schemes
Add local landmarks and directions
Create store-specific festival buying guides
3. Geo-Targeted Advertising
Run location-specific Google Ads during peak search periods
Create radius-based social media campaigns
Target festival-specific keywords with local intent
Implement dynamic pricing updates in ads
Expected Outcomes
Increased visibility in local search results especially Google Map Pack
Higher foot traffic during festival season
Better conversion rates from online searches
Improved customer trust through local presence
Enhanced competitive advantage over non-local players
Implementation Timeline
8 weeks before Diwali: Begin local SEO optimisation
4 weeks before: Start geo-targeted ad campaigns
2 weeks before: Maximise local promotional activities
Success Metrics
Growth in "near me" search visibility - google search and map impressions
Increase in store visit rate from online searches - clicks to directions, calls
Higher conversion rate for local customers - focussed lead generation
Improved local brand recognition - review management
Enhanced customer feedback and ratings - review management
Investment and Returns
Estimated ROI: 3-4x during festival season
Primary costs: Local SEO, geo-targeted ads
Secondary benefits: Year-round local customer loyalty and sales
The festive shopping trends in India reveal a significant increase in online searches for gold and jewellery close to Diwali, Dhanteras and Dussehra. This trend emphasises the importance of a strong online presence and strategic marketing. The article should help brands prepare for future festive seasons by investing in hyperlocal marketing.
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