If you’re a local business – even in a small community, don’t under estimate the importance of having a solid presence in the areas Google provides support. With the significant drop off in use of phone books, even consumers in the smallest of communities across the country are relying on search (primarily on a smart phone) to find what they’re looking for. If you feel discouraged that the national chains are dominating, it’s only because they are taking advantage of the tools many small businesses are either not aware of or simply don’t understand the power of. In reality, local search holds significant weight in driving business to either a local company or online company.
Check out these recent stats that are local-first empowering:
46% of ALL Google searches have a local intent. (Hubspot)
Just under half of all searches online are consumers looking for something to do, to eat, or to buy in their city.
93% of local searches now feature Google My Business listings (STAT Analytics)
This is one of the myriad local citations, but it’s the primary means for the largest search engine to show details about your company to consumers. Google My Business includes details such as: Name, Address, Phone Number, URL, Hours of Business, Categories of Services/Products, Images, Reviews, Cost factors, Q&As – details answered by consumers to increase accuracy, Popular Times based on actual volume of traffic to your location, Links to other profiles you have online.
68% of people contact a business directly from search results. (Search Engine Land)
A decade ago, the focus was getting traffic to your website to make a conversion. Now, most conversions are happening based on
88% of people trust online reviews as much as personal recommendations (Forbes)
Simply put, a well executed local brand presence is ripe with opportunity.