A new study reveals the growing importance of local search engines. Consumers use them to find local businesses, products, and services. The research highlights key trends in how and where people search locally, as well as the conversion rates from those searches.
According to the data, 97% of consumers read online reviews for local businesses before making a purchase decision. This shows the critical role of online reputation, optimization and visibility. They attract new local customers. Good reviews can drive new business. However, bad ones can hurt a company’s ability to attract new customers through online searches.
The study found that 93% of consumers use the Internet to find information on local businesses, with 34% searching every day. This search activity is common and is driven mostly by mobile. 59% of consumers use mobile for local business searches at least several times per week. The ubiquity of smartphones has made it extremely convenient for consumers to search for nearby businesses on the go.
“Businesses that don’t show up in online local searches are invisible to many potential customers,” said John Johnston. Having an optimized online presence is no longer optional for local businesses all over the UK & globally looking to grow and thrive.”
Converting Local Searches into Sales
The numbers are promising when it comes to converting local searches into actual sales. 88% of searches for local products and services result in either a purchase or visit within 7 days. For mobile local searches specifically, 51% result in a purchase.
This data highlights the intent behind many local searches – consumers are often looking to buy. Accurate listings, good reviews, and a robust online presence help local businesses. They can capitalize on these high-intent searches in their area.
“Local businesses need to make sure they have accurate online business listings. They also need positive reviews and quick response times across search and social media channels,” added Johnston. “Those that prioritize these areas will be best positioned to capture higher shares of local market demand.”
The Role of Social Media
The research also revealed some of the top factors that drive local search behaviour and influence consumer decisions:
– 53% of users find it helpful when brands answer questions quickly on social media
– 51% feel more favourable toward brands that communicate with them on Twitter
– 43% of consumers seek customer service on Twitter due to product defects
Social media has become deeply intertwined with the local consumer’s journey. Many now turn to channels like Twitter and Facebook to ask questions and voice complaints. They use them to interact with local businesses before making purchases.
“Consumers expect a unified brand experience across search and social channels,” said Johnston. “Local businesses need to monitor and respond to queries. They come from review sites, social media, and other digital touchpoints.”
The Importance of Optimizing for Voice Search
Voice assistants like Siri, Alexa, and Google Assistant are rising. Optimizing for voice search is becoming crucial for local businesses. The study found that 58% of consumers have used voice search to find information on a local business in the last year. And 46% of voice search users look for a local business at least weekly.
“Voice search is fundamentally changing how consumers search for local businesses,” Johnston stated. “Businesses need to ensure their online listings are accurate. They should be optimized for natural language queries that voice assistants can understand.”
You must adapt to new search trends, like voice, to avoid missing out. Voice is an increasingly important way for local businesses to get customers. Keeping up with changing consumer behaviour will be critical. It will help maintain visibility and drive sales from local search.
A Multi-Channel Strategy Is Key
The study findings emphasize the need for a unified local search marketing strategy. It should account for the multi-channel journey of today’s consumers before they decide to buy. The whole experience is affected if a consumer chooses to buy from a local business. It starts with the first online search. Then, there’s reading reviews and engaging with a brand on social media.
Local businesses can better connect with interested consumers by being visible online, managing their reputation, and engaging on social media. They can also do this by responding quickly and driving more local search conversions.
Search behaviour is changing. Understanding the latest trends is vital. Adjusting strategy accordingly will be critical for local businesses, which want to be found by prospective customers and grow their sales.
For additional information, please visit https://johnlocalseo.com
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