In May 2014 Google released its study “Understanding Consumers’ Local Search Behavior”.
In it contains many important findings on search intent by consumers looking for local information while using either a smart phone or computer/tablet. You can read Google’s full report by clicking Here.
If you are a business that has a local market do you need to approach your marketing as if you are competing with a regional or national reach?
Let me ask you?
How far will your customers travel to get to you?
Perhaps your business is a retail operation, salon, restaurant, dentist, accountant, lawyer, or repair shop how many miles will your customer drive to get to you?
How far will you travel to get to them?
Maybe your business requires to go to someone’s home or place of business such as a roofing or A/C contractor, a real estate broker, insurance agency or pool service how many miles from your place of business will you be willing to drive to get to a customer?
Knowing these answers will allow you to use radius marketing in being able to focus your marketing efforts into the geographic areas where your customers are most likely to be. As an example, if you are in Delray Beach and your service area is a 20 mile radius to get to your customer – why waste marketing dollars in generating leads from Miami?
Here are a few highlights from the report:
Consumers Choose Stores Close to Their Location
- 66% of consumers who searched for local information on a computer/tablet visit a store within 5 miles
- 72% of consumers who searched for local information on a smartphone visit a store within 5 miles
4 in 5 consumers conduct local searches on search engines and 88% of consumers use Smartphones and 84% use computer and tablets to conduct those searches.
54% of all Google search inquiries are location based – meaning there are buyers looking for local businesses to help them out with their products or services. Local search marketing will get you higher rankings on the local search results and generate more clicks and calls to your business.
When the consumer has ‘buying on their mind’ buyers want 4 pieces of information from you
- Phone number
- Business hours
Now that they have found you have to let them know how to get you.
% of Consumers Who Have Used Location Information in Ads – Say It’s Important
- 73% of Smartphone users think ‘Get Directions’ is important
- 78% of Computer/tablet users think ‘Local Address’ is important
- 77% of Computer/tablet users think ‘Phone Number’ is important
It is critically important that your company name, address and phone number (NAP) is correct everywhere you may appear on the Internet. If you have moved your location, changed your phone number or name and the old information is outdated you will confuse the search engines because they can’t verify what information is accurate.