Google’s driving focus on user experience makes local search engine optimization services, or local SEO for short, essential for every local businesses. This goes for businesses selling direct to consumers and for B2B internet marketing too. Mobile search dominance combined with an increased user search focused on meeting an immediate need creates big benefits for local businesses that embrace local SEO.
Be the Answer “Near Me”
According to Google, “Near Me” searches doubled from 2014 to 2015. This is the kind of search like “Italian restaurants near me” or “running shoes near me”. For a B2B example, it could be “LTL carriers near me” or “auto parts near me”.
Keyword terms to use include “Near me”, “Nearby”, and “Close by”. These keywords should be applied to both desktop and mobile devices, but especially mobile. Google reports nearly 80% of the “Near Me” searches done in Q4 of 2014 were done on mobile devices.
Local businesses with websites optimized for this kind of search can establish their brand, become a go-to resource and capture immediate revenue opportunities often represented by this type of search.
Let Micro-moments Bring You New Business
A sudden thought, impulse, or need paired with a mobile device creates a micro-moment opportunity. It’s that instant, unplanned search for an answer to “I want to Know, Go, Do, or Buy” often for a specific local activity. A business that invests in local search optimization services positions itself to appear on page one of search results which is vital since most users don’t click past page one. Be the answer to the search query and capture new customers.
Keep Your Current Customers from Wandering!
Just as local SEO and page one results bring in new customers, it also keeps the competition out. As more and more businesses embrace online ads, the competition for your customer’s attention increases. Mobile search, social ads, PPC and strategies like geofencing (creating digital areas to interact with search or users with your App) along with the ability to create highly targeted location-based ads increase the need for a web presence that reinforces the local brand.
Engage (and Manage!) Local Reviews
An important element of local SEO involves managing reviews. A 2014 BrightLocal survey found 88% of customers trusted local reviews as much as personal reference. Reviews support local SEO and makes getting good reviews an important part of a brand’s local search optimization services.
Did We Mention You’ll Make More Money?
We’ve seen our clients make more through the application of local SEO strategies, but don’t take our word for it. Google’s 2014 report found 50% of customers who used their mobile phones for a local search visited a store the same day. The figure was 34% for tablets and desktop devices.
And according to Google, 18% of mobile searches lead to a sale within a day. So a local business found through a local search will see one in five searches turn into revenue. This means the more you’re found, the more you sell.
Also published on Medium.