The TIG Blog

07 February, 2018

Why Local SEO

Did you know that 63% of searches made by customers are created with a keyword specifically looking for someone local? It is no wonder the that Google is favoring these types of queries; making local search engine optimization even more important than it ever has been.   How many people do local searches? According to Googles research on consumers local search behavior, consumers who are searching locally are the ones who take quick action. According to their research, “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.” Further in the same study previously mentioned, consumers were found to have a distinct preference for having ads customized to their surroundings. 67% of smartphone users want ads customized to their location via city and zip code and 61% want ads that are targeted to their immediate surroundings. On top of that, 68% use the “Get directions” or “Call” buttons. The information that is being pulled about your business is all relevant to your Google My Business page settings. So, it is critical that if this your type of clientele, make sure it is up to date and the way you want it to appear. How important are reviews to my business? If you think not having good reviews on listing sites such as Google+ Local, Yelp, TripAdvisor, Angies List, Urbanspoon, and so on aren’t that important, brace yourself. According BrightLocal’s Local Consumer Review Survey 2017, reviews are as powerful as personal recommendation.

  • 97% of consumers read online reviews for local businesses in 2017, with 12% looking for a local business online every day
  • 85% of consumers trust online reviews as much as personal recommendations
  • 49% of consumers need at least a four-star rating before they choose to use a business
  • Yelp & Facebook are local consumers' most trusted review sites, followed by Google &
  • 32% of consumers read local reviews on mobile apps this year (a growth of 14% from 2016)
  • 68% of consumers left a local business review when asked - with 74% having been asked for their feedback
Stat 1 Great stats from Talk about powerful. One of the things I found to be a very powerful and underused tool is asking consumers to leave a review. Most people don’t mind being asked to review and more times then not, they will. Start building your arsenal and public repour with a simple follow up request or offer an incentive for their participation. It can be well worth it in the long run.   What industries are the most affected by local search? The graph below was provided from BrightLocal’s research Aside from the few exceptions, across the board there has been a rise in mobile search for services of all sorts. A couple stats:
  • 58% have searched for a restaurant / cafe on a mobile device (vs. 31% in 2013)
  • 32% have searched for a general shop on a mobile device (vs. 31% in 2013)
  • 27% have searched for a doctor / dentist on a mobile device (vs. 15% in 2013)
If you are in any of these industries, Local SEO should be on the top of the to do list. The services that have the lowest search are also the ones that take the most research on the client’s behalf so the process in general is a bit longer. So what’s the most important for Local Information? People aren’t necessarily aimlessly searching online when searching local. There is key information that people are looking for. This information needs to be as easily accessible as possible. With mobile browsing being the user preference, more so than maps and apps combined, it is essential to have this information accessible. One more graph from BrightLocal that explains the key information:
  • 52% say that a physical address is the most important information
  • 47% say map & driving directions
  • 44% say opening hours
  • 37% say a phone number
  Should you be optimized for Local SEO? With all these changes in user behavior and the change in Googles indexing, being able to be found locally is no longer an option. The use of GPS location has turned local search into a “hyperlocal search” where its no longer a general area, but your specific and immediate surroundings. These searches are usually the people who are ready to buy, making them more valuable then the average browser. So get your Google My Business Page up going, update all your information, get a schema for your site, and let the hunt begin.

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your business?