When it comes to search engine optimisation, many brands will automatically turn their attention to the main organic listings – meaning local optimisation often gets overlooked. If you serve a particular area or have a bricks and mortar business location, prioritising local SEO can result in greater footfall, more sales and an altogether more lucrative online presence.
Research also shows that local search often comes with a much higher level of purchase intent – meaning you’re more likely to make money from a strong local pack presence. That’s not all:
- comScore findings confirm that more than 8 in 10 local searches precede a local store visit, a phone call or an email.
- WordStream suggests that 72% of consumers who conduct a local search will visit a physical store within 5 miles of their location.
- More than half (61%) of local searches result in a purchase according to Search Engine Watch.
- BrightLocal’s latest Local Consumer Review Survey concluded that 97% of consumers looked online for a local businesses in 2017, with 12% looking for a local business online every day.
Of course, local search has become more important as consumers have switched to mobile device use. If you’ve ever turned to Google from your smartphone while out and about, chances are you were looking for something you needed near you. This is true of most consumers – the mobile device becomes a conduit to accessing needed products and services in the moment.
In fact, around half of search users conducting a local search on a mobile device will actually visit a store within a day of conducting that search. As a business owner, this means that a strong local pack presence can be directly translated into better offline sales, whether you’re a bar and restaurant, a clothing retailer, pet store, mechanic or phone repair storefront.
Lisa Gevelber the VP, Marketing for the Americas at Google says local searches are booming. More than that, they represent an incredible opportunity for business of all sizes. She says. “Looking for something nearby—a coffee shop, noodle restaurant, shoe store—is one of the most common searches we do. In fact, nearly one-third of all mobile searches are related to location… Nearly two-thirds of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location”
If you’re considering your SEO strategy, check out the infographic below to reinforce why local search is a critical component.