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It is a fact that 50% of people who make local searches on a smartphone visit a store within a day. This means that more and more people are turning to their smartphones and mobile devices to help them find nearby businesses and make their purchases.
This report is from Google and from this, it broke down the general consumers’ local search behavior and found tat 34% of tablet and desktop/laptop searches is bound to visit a business within a day of searching while 18% of people conducting local searches on a smartphone (or any handheld device for this matter) will make a purchase within a day.
How can your business then take advantage of this local search trend? With Search Engine Optimization,also known as SEO.
“Local searchers are often looking for products and services that they need relatively quickly compared to non local searchers,” said Russell Wallace, CEO of small business online marketing company 29 Prime.“[This] means that your business must have not just a general online presence, but priority positioning in the local sphere.”
While online shopping may be more convenient, Google’s report shows that one in three consumers
would likely make their purchases in-store instead of online if these particular users know that they are physically close, in terms of distance, to the store, could get the product faster or could buy it for abetter price compared to all other shopping options.
“Consumers still recognize advantages to shopping in-store as opposed to online,” Wallace said. “In order for potential customers to know that you even offer such values, however, they first have to know your business is an option by seeing its information in their search results. That’s where SEO comes in and makes sure that consumers know that your local business provides benefits that matter to them.”
Consumers, in general do not just do local searches before a purchase decision is made. According to the Google report, 66% of consumers searching on a tablet or computer is likely to search locally to find inspiration for future purchases, 83% conducts an active research on products and services, 64% search to make a direct purchase and finally, 40% search even after they have already made the purchase. This means that customers take advantage of local search throughout their entire buying process.
“Online local searching undeniably plays a big role in assisting the consumer’s decision-making process,leading them to buy products and choose one business over another,” Wallace said. “It’s not only smart to lead the pack when it comes to SEO for local searches; it’s a modern-day requirement for business growth.”
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