Thinking of focusing more of your marketing efforts on local search but you’re not sure if it’s worthwhile? Consumers have been using the internet to search for information for well over a decade. Search engines have revolutionized the way we handle everyday life. During this journey, location-based searching has shown steady growth as well.
Location-based searching is the practice of searching for a product, service, or business based on location. Coupled with the increase in mobile, usage which has grown exponentially in recent years, you can only imagine how local searching is increasing.
Both local and mobile consumer buying habits have had significant impacts on the marketing world and are becoming more popular as time goes on.
1. Most local consumers use local information in ads
Google actually carried out a survey into local search behavior and the results showed over 60% of consumers wanted ads to be customized based upon their location. Around 61% prefer ads that are customized to their exact location, while 67% want them to be customized to include at least their zip code and city. So what does this mean? It means your business needs to ensure that the ads you place are extremely targeted by making uses of location extensions.
2. Nearly 70% Of Consumers Use “Call” Or “Get Directions”
If you’re wondering just how important it is to list your phone number and address, this statistic clears it up. With this amount of smartphone users claiming to use the “call” and “get directions” feature on Google, your business is seriously missing out if your details aren’t included in your Google My Business profile!
3. Mobile Searches Lead to Action FAST
Another very interesting fact is that 70% of searches on mobile devices are followed up with an action within one hour. Even more importantly, a significant 50% of consumers who carry out a local business search on their smartphone or tablet, visit the company’s store within one day.
So not only are potential customers carrying out more local searches, they’re also following up on their search. You know what this means… If your company wants to connect with SERIOUS potential buyers, your local listing has to be up to par and ready to give these consumers the information they need!