Why Local Search?

  • 20% of desktop queries have local intent
  • 5% use the city and/or state name
  • 2% use informal terms, like suburbs  0.5% use area codes
  • 50%+ of Mobile queries have local intent
  • Source: Getlisted.org

While the consumer need for local products and services is not a new phenomenon, the tools available to find these local businesses, are.

Prior to the digital age, physical local directories like the Yellow Pages were the go-to resource for this kind of information. This has been almost entirely replaced by computers, search engines, and mobile devices.

Because of this shift, almost every business is vying for your attention in local search results. Although Google remains the dominant player in the local SEO landscape, other players such as Yelp have become vitally important due to the relationship they have with Apple & the iOS operating system.

With this rapidly growing shift in the way search is being conducted, there is no better time than the present to start thinking about a serious local SEO strategy for your business.

Local Search has grown significantly over the last few years, particularly given the rise of smartphone usage and better connectivity while on the go. Although it has a lot of similarities with organic SEO (desktop search), they SEO strategies to rank your business online are ultimately very different.

Local Search is focused on providing results that are relevant to a searcher based on their current location.

While the consumer need for local products and services is not a new phenomenon, the tools available to find these local businesses, are.

For businesses such as hotels, restaurants and cafes, local search can drive a significant portion of your foot traffic and revenue. It is not so vital that you are visible locally, but rather you MUST have a strong local presence online. People are searching at home and from the office, and also while on the go, in their cars, and even already in-store. This means it is imperative to have a high-performing website for both desktop and smartphone.

Australians love their smartphones. New research released by Google shows that Australia now ranks second globally for smartphone penetration – it is estimated that 64% of the population own and use a smartphone.

Here are some compelling reasons to have you site ranking for local and geo-targeted keywords that are relevant to what you sell:

  • 95% of smartphone users have looked for local information via mobile, and…
  • 88% of these users took action within a day, indicating immediate information needs
  • 71% have contacted a business, with…
  • 61% calling
  • 59% visiting the local business
  • 44% actually making a purchase

Data from Google/nielson research 2014

Because of this shift, almost every business is (or should be) vying for consumer attention in local search results.

Although Google remains the dominant player in the local search landscape, other players such as Yelp have become vitally important due to the relationship they have with Apple and the iOS operating system.

With this rapidly growing shift in the way search is being conducted, there is no better time than the present to start thinking about a serious local search strategy for your business.

Wave Interactive remains at the forefront of all the latest local search updates and research to ensure that your business stays afloat in the competitive online world and that local traffic will continue to be driven to your door.