Improve your local SEO efforts when equipped with these statistics
Local businesses cannot rely upon the word of mouth to carry their reputation. Where this methodology may have worked before the age of social and mobile media, integration with search engines is a must. As such local businesses should understand that their SERP results will greatly determine their business’s profitability and clientele base. The problem that arises for many small businesses which are embarking, perhaps for the first time, into the SEO waters is how to go about ensuring traffic to their site. Here are 6 statistics about local SEO which should help you strategize how you will take on your marketing strategy.
- Local searches are poised to take action
50% of all local searches which are posted lead traffic to a site in one day if accessed from a mobile device. Additionally, 34% of tablet and computer owners visited a site from someone that posted a local store search. Those which failed to have the publicity that was desired failed to include pertinent data. When listing local ensure that:
- Local keywords are in your documents and your webpages. Do not forget to put the keywords in your headings, tags, and content.
- Use local business schema markup or similar microdata integration with your site to ensure that search engines can find relative information about your local business and present that data to the Search Engine Result Page.
- Keep your vital information (name, address, phone number, email) all consistent. If you have multiple channels do not change up the information.
- Have a COMPLETE profile on Google My Business
- 68% of local ads use local information
If you want your business to be found then add local information. Directions to your location, or click to call buttons are essential to bringing up results. In a survey 67% of smartphone users indicated that they are more apt to engage ads which catered to their specific ZIP Code (or nearby area) with 61% wanting information that was customized to an even smaller radius.
- Have great online reviews to boost your local creditability
88% of customers give the same creditability to an online review as they do to a personal testimony. For a local business it is extremely important to keep your local customer reviews high. Where the word of mouth can travel fast, it is not as permanent as a website review. Use sites such as Yelp, Google Local, TripAdvisor, Angie’s list, and Yahoo Local to encourage customer review surveys. Remember, if you get a bad review DO NOT RESPOND TO IT unless you have to. Going back and forth in a negative thread actually makes that negativity come to the top of the SERPs which is never a good thing.
- Treat your online business like a business not an advertisement
Imagine if you had a business and never put a sign out to tell people that you were there. Your business did not put the location of the business and there was no phone number associated with it. The odds of you staying in business long would be bleak. Yet, a great many local businesses do this exact thing when posting their ads and business online. You must have your business category, phone number, products and services, hours of operation, driving directions, and other important business information.
- 18% of Mobile Searches lead to a sale
Data research has shown that out of all advertisements 18% of those which visit a site will make a purchase. So, if the local market is targeted using the Zip Code and other information the numbers will go up even further. Mobile Phones have the highest probability of gaining local customers. Even if you are not catering to online sales, your local SEO can help to drive traffic to your physical location. 15% of in-store activity showed that people researched products and services beforepurchasing an item. One in three smartphone searches involved research on a local business immediately before going to or avoiding that location.
- Mobile Browsers and Mobile apps are at a 50/50 preference
Where there is a great deal of data that will argue that a mobile browser is better, another will argue the mobile app. There are some considerations to both sides. Mobile browsers will allow a person to have significant SEO ranking advancements due to the mobile searches. Apps really have little to no effects on your SEO. Of course, if you have not optimized your business it will not do you a bit of good to have a mobile browser.
Local businesses should understand that internet integration is paramount to the business’s success. Local SEO strategies should be implemented in order to drive traffic to the site and store, especially if an e-commerce site is going to be a critical part of that business. SEO should reflect the basics of your business before going into the microdata and other targeting methodologies. Do not forget the simple things that identify your business. Local SEO should be aimed to drive local traffic to your site, so cater to the locals not to global SEO research. Know your community and adjust your SEO accordingly.