Google Think Insights just released the results of a study called “Understanding Consumers’ Local Search Behavior” or, how advertisers can extend their relevance with search. There’s a lot that you can do with this information. Here’s a quick look at their summary:
Consumers search for a business address, hours, product availability, and directions. They use their smartphones and computer/tablets to find information that results in a visit: local searchers are more apt to come in to purchase something (18%) than non-local searchers (7%), and those local searchers tend to come into the store within 24 hours.
Consumers also want their ads customized for location. 4 out of 5 say this is preferable, and more than 60% of consumers use the ads to find the store. It’s important to have both address and phone number in the add, and on a smartphone that ad should include a call button for results.
You can see more details on the report of the study, but one thing I wanted to point out is the fact that it really matters what information comes up about you on a local search. All it takes is one dead end and the searcher goes on to the next listing because they want specific information about something. So my takeaway is this:
- make sure your hours, address, and a working link to your site comes up on all possible searches
- get the factors that affect local search right so they find you the first time
- make it a habit to check every so often that all links and information are current
- consider paying for a good ad
This study proves that the reason why local searches happen is that potential customers want to find a place to walk into. It’s just good marketing to give them the information they are looking for.