Local Search and Buying Behavior

Collective Measures
August 30, 2012
Search engine results are enhanced by local signals which improve the relevancy. It help us find [Pizza] nearby, what the [Time] it is, and even where you are right now- all because of localization signals.

Search engine results are enhanced by local signals which improve relevancy. It helps us find [Pizza] nearby, what the [Time] it is, and even where you are right now– all because of localization signals. Simply put, location information contributes to better search for users. According to a study done by Localeze, users not only appreciate local search results, they’re also near the bottom of the funnel while they search.
Local is an important aspect of life. All my friends, the school I went to, and even where I work are tied to where I am and grew up. In turn, it also is where I spend a majority of my money. So when I search friday night for [Food delivery], you better believe there is a potential purchase behind that query. And it’s not just me: according to that same Localeze study, local searchers are more likely to make a purchase; and even more so if they’re mobile device.
The strongest buying response is from tablet users. 86% of respondents make a purchase after their most recent tablet-based local search. That’s a powerful statistic. Mobile-Local searcher are not going away, in fact they’re trending upward quickly.

Is localization important to your business model? Then I urge you to start to paying closer attention to your local presence online. Local SEO is complex and fast changing, keep up! Here are a couple of tips:

  • Verify your business listing in as many places as possible, but especially Google+ Local
  • Increasing the amount of business listings strengthens the legitimacy to search engines
  • Explore aggregation options such as UBL or Localeze
  • Use local keywords on the website for organic search results
  • Implement PPC localization ads

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