In today's digital age, shoppers use online technology to find local businesses across many industries. By simply entering the phrase "businesses near me" into the browser search bar on their smartphone, tablet, or computer, they can access a list of businesses conveniently located near them.
Businesses that appear in local search results are well positioned to attract leads from "businesses near me" searches. Research shows that there has been a 900% increase in such searches over the past two years, and 76% of local searches lead to same-day visits to stores.1 If your business is not on local search, you are missing out on potential sales revenue. This Huddle Business Capital blog article explains what local search is, its benefits, and how to get your business listed.
Local search is the process by which businesses are found online by nearby customers looking for products or services. This search occurs when users type location-specific queries into search engines or map applications to find businesses in their area. The results of a local search display relevant businesses along with information such as website links, phone numbers, and directions through online maps.
Various factors influence local search results. The most important of these is the relevance of the businesses being searched. A business is more likely to appear in local search results if it has an online profile, including a website link, contact information, and social media links. Another key factor is the prominence of the business. Specifically, businesses with positive online reviews—indicated by high star ratings—and those listed on multiple business directories can impact their local search rankings.
Lastly, the searcher's location relative to businesses is a factor search engines take into account. That's why businesses need to provide accurate, up-to-date addresses and phone numbers on their websites and in business directories. Search engines take this information into account when determining how close searchers are to businesses.
The outcomes of local versus general search results can vary significantly based on user intent. That's because local search results prioritize nearby businesses while general search results target a national audience. For example, if someone searches for "coffee shop near me," they will receive a list of coffee shops located within a few miles of their current location.
In contrast, if someone performs a general search for "best coffee" without specifying a location, they may find a variety of results, such as blog articles, videos, and forum discussions about coffee, but coffee shops in their area may not appear.
As you may know, it can be difficult for your business to rank in organic search results. This difficulty arises from changing trends in search engine optimization (SEO), the influence of artificial intelligence (AI) on search outcomes, and heightened competition online. Currently, there are around 146 million websites in the United States.2
Utilizing local search is an excellent way to promote your business online while alleviating some of the challenges of achieving high organic search rankings. Local search connects nearby users who are ready to make immediate, location-based purchases with your business. This approach is more cost-effective than paid online advertising because it is free.
Getting your business optimized for local search is relatively quick and easy. The first step is to set up a Google Business Profile, which is free. Your Google Business Profile can include your company name, address, service area, telephone number, website link, business hours, business category, and business photographs. You can also upload your company logo to the photo library of your Google Business Profile.
The next step is to claim your business on platforms such as Yahoo, Bing Places, Yelp, Manta, and Apple Maps. Doing so requires you to set up an account for each and verify your business listing. There are many other platforms to consider that you can find online. Ensure that you use a consistent company description, photos, and other relevant information across all these platforms to achieve the best local search results.
As we just mentioned, optimizing your business for local search is a cost-free endeavor as long as you take on the task yourself. However, if you decide to enlist the help of an online content writer or an SEO expert to enhance your local search presence, their services typically come at a cost.
Once your local search listings are live, regularly update them to reflect current information about your business. If anything changes, such as your company address or telephone number, make the necessary updates so potential customers can find you easily.
1 - https://www.tngshopper.com/post/the-local-search-revolution-10-statistics-that-will-transform-your-retail-strategy
2 - https://www.demandsage.com/website-statistics/
This Huddle Business Capital blog article is purely educational and contains general information and opinions; it is not intended to provide advice or recommendations of any kind. Huddle Business Capital is not affiliated with nor endorses the companies mentioned in this article.