Google Local Search and Your Business
Consumer demand for Local Businesses information is growing exponentially. Driven by the marketing of Smartphones and Tablets besides Personal Computers.
Even searches to find directions to local stores are important to local businesses listings. You could be missing ranking and thousands of sales. If you are not taking action to ensure that your website is up to date and mobile friendly.
Is it time that you looked at your content pages through the eyes of a potential customer?
What sort of information do you give?
- Is your site more a brochure than an information document geared for search marketing?
- Is your site Mobile Friendly?
Do you cater for Google Local Search?
First you need to ask yourself what is it that local searchers are looking for.
There is a great deal of information on the Internet about this. Analysis of the search behaviour of consumers within your local search results is available.
Just look around you and see how many people are using smartphones and tablets. Many of these could well be carrying out keyword research for the goods and services that you sell from your business.
It is well proven that today consumers use many devices to search for goods and services within their own locality. They search for directions to local businesses that stock what they are looking for. They can even check if a local business has the product they want in stock, or what hours the location is open to supply their needs.
More than 80% of consumers use their computers, smartphones and tablets to carry out local search results. The use of Smartphones now exceeds the searches carried out on Computers and Tablets to check ranking, local listing and quality content as well as positive reviews before deciding which business to contact.
Around 53% use their smart phones and Google Maps to discover the location of a store. While only 42% use their computers for the same information. Why? It is more convenient to look at a smart phone while travelling to the store than to check it on their computer and possibly create a map.
The use of their electronic device does not end with the directions. You can see their use from uncovering a potential supplier through to comparing prices right up to the point of sale. With Smartphones now featuring apps that allow their phone to replace their credit or debit card at the point of sale. By using ranking factors that gets you into local search results you can claim a large portion of local organic traffic.
Around 53% of Consumers may still search for local information from home. But a growing number search for local information on-the-go, in their car, bus etc. (51%). While 41% look up local information while in a store.
Google Local Search and your Adverts
Business owners must advertise at least product availability and hours of opening. Ensure that your website is mobile friendly. Ensure that your business features prominently on Google Places. You have to create search marketing expertise. In their latest algorithm change Google have reduced the number of businesses featured on the first page from seven to three (the snak pak as it is known). To feature in the snak pak Google must view you as the expert in your area. Search engine results that brings organic traffic depends on you producing quality content on your site.
Local searchers are ready to take action. Figures show that consumers visit a local store and complete purchases within 24 hours. Which is more frequent than those that carry out non-local product searches. Research has shown that they are twice as likely to complete a purchase having conducted a local search. Of local searches some 18% buy within 24 hours while only 7% non-local searchers do.
What are the major influences that a local search has over a non-local search.
- Close to the store 35%
- Can get product quickly 30%
- Can get better pricing 31%
Local Search Catchment Area
For local searches your local catchment area is 5 miles radius from your location. Consider how many people live within your catchment area. Local searching and purchases shows that your advertising must address the needs of local people. That is consumers within 5 miles of your location.
What is the social demographic of people who live within that area who could use your goods and services? Make sure that everything you do is geared towards satisfying their needs.
Those residents and business customers want your promotions customised for their locality. Both on and off-line adverts should at least show your address; telephone number and directions.
Mounting special promotions to users of mobile devices can pay you handsome dividends and positive reviews.
Around 68% of local searches conducted on a mobile device result in at least a phone call to the business. Today your online advertising can include a call button. Searchers can click on the button on their screen and be immediately connected to your phone line. Over 75% in a recent survey said that they it would encourage them to visit that business in place of those that do not feature a call button.
Consumers today conduct searches with their location and proximity in mind.
Now is the time to ensure that you are abreast of the latest opportunities to increase your appeal to mobile consumers. One who wants the convenience of satisfying their needs as close to their home or business as possible.
It is critical that your business is able to reach out to these consumers in all your advertising and website design if you want to be rewarded in Google Local Search results.