Local search optimization is an emerging discipline in search engine marketing primarily because internet users performing local queries over search engines decide and act fast. People crave for pasta and they search for an Italian restaurant nearby. A fashionista suddenly realizes she needs a new pair of pants will check Google what boutique is offering in-season jeans. A stressed out corporate executive will use his smart phone to locate the nearest spa. All SEO agencies know that when it comes to local search, it’s all about getting found, getting the customers and ultimately, making the sale.
Here are some recent tidbits about local search that every search engine marketing company should take into account when strategizing.
Food, Money and Beauty are the Main Drivers of Local Searches
Most of the local search engine queries are from people who are hungry, want to look good and looking for information, products and services related to money – this is what the recent survey conducted by YP.com Local Ad Network found out. For SEO agencies who have been trends watching, this is really not a surprise.
Broadly speaking, Food and Dining, Shopping and Business and Professional Services are the top three business verticals that online consumers are looking for. More specifically, Beauty Services, Restaurants and Financial Services are the most widely queried categories among local searchers.
Clearly, it is high time for businesses involved in these industries to do a quick landscape audit of their standing in local searches. Is your business listed on Google Local, Bing and Yahoo? Is your business information listed online complete, accurate and optimized? You are potentially losing thousands of dollars in profit and revenue if local searchers cannot find you on the map – literally.
Mobile Searches vs. Computer Searches
Ever since the inception of mobile search optimization as a practice, SEO agencies have been trying to decipher the differences or the similarities on how internet users search locally when using their mobile gadgets (smart phones and tablets) as opposed to when using their computers (desktops and laptops).
Across the two channels, pool and spa services is the category gaining the most momentum in terms of the number of local searches performed to look for services and products under this umbrella. However, the business category which garnered most of the mobile searches falls under Outdoor Recreation.
It doesn’t really matter whether you belong to these categories or not. The key takeaway here is it has become a necessity for businesses and SEO agencies to understand the difference between how people use search sites on their mobile devices versus their computers. There are tools out there that every professional search engine marketing company quintessentially uses such as Google Analytics in order for you to find out what drives mobile and computer searches to your site. Further, you have to ensure that you site’s design fulfills the requirements of these two different platforms.
Going the Distance
Lastly, the same research from YP.com found out that users will most likely click on the geo targeted ads if the physical location of a store or business the ad is promoting is 1.2 miles away from them. For a search engine marketing company, this makes it more convenient in narrowing down geographical demographics in terms of target market prioritization.
