As an SEO company we feel “mighty proud” when a clients’ search engine referral traffic is up year over year. That means we are doing a good job; bringing them more traffic from search engines! As a marketer, though, I get concerned when I see the other source of traffic, referrals, is just a small slice of their monthly visitors.
In Part 1 of our Local Search article, we talked about the basics of local search. Now, let’s look at what local search can do to grow your online visibility and reputation.
As we close-in on 2011, we are rapidly approaching the point when customers won’t pick up the phone or drop by a business location without first doing a quick local search, confirming that your business is convenient and open, and scanning the reviews.
That’s the new reality — no one wants to waste time or money, or to have a disappointing experience. And the best way to help ensure a satisfying outcome is find out what previous customers experienced: Are your tacos really the best in town? Are your surgery patients happy with their outcomes? Is your contracting service trustworthy? Can I conveniently drive to your office?
This is contributing to the reason why traditional, business-driven print ads, direct mail, and cable TV are running flat or collapsing, while customer use of local search is growing at 50% per year. Customers want the insightful information that local search provides.
Here’s another underlying trend: Web-enabled smart phone sales now exceed 250 million units per year. And sales of all portable smart devices are expected to overtake personal computers by 2013. What will many of those users be doing with their snazzy new toys? That’s right . . . Local search.