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Local Weather, Local News, Google Local, Local Search

Posted • April 6, 2010 • Comments Off

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Local Weather, Local News, Google Local, Local Search, is Local Search Taking it’s Place in the Local Arena

local search Local Weather, Local News, Google Local, Local Search A study from the end of 2009 gives us a realistic view of local search and it’s effect on business.

In this study surveys were taken by actual online users of local business search platforms. This survey sample was based on the comScore proprietary panel of two million online consumers. These particular survey results were based on 4,000 completed responses.

(Post from Search Engine Optimizician.)

And the Survey says:

survey Local Weather, Local News, Google Local, Local Search

print media is declining
41% of local business searchers spend the vast majority of their time searching for local businesses online instead of offline
Yellow Pages usage down 3%
Internet Yellow Pages are experiencing significant growth
Google has developed applications that have overtaken online business directories
local searches have grown 40% – 51% over 2008, attributed mostly to Google Maps
mobile search continues to experience growth
more consumers have access to mobile devices with Internet browsers and applications
As youth and seniors continue to age search will be affected
41% of youth, ages 18 to 24, utilize search engines for business information while 49% of searchers 65 years old or more rely on print
search engines comprise a significant portion of search traffic for local business information

LOCAL SEARCH STUDY SUMMARY
Since 2007, the trend across all searches is that more users are searching for personal reasons, less for business purposes. This creates a need for companies to develop positive user experiences and relevant business information across all search platforms, so consumers can develop good impressions about your brand and make informed purchase decisions. Whether your consumers are engaging in mobile, online or print searches, search satisfaction remains relatively high. Survey respondents were the most satisfied with online searches, followed by searching for local businesses on their cell phones. When dissatisfied, a majority of consumers blamed content: not being able to find what they were looking for or a lack of product/service information.

While the Internet is the most satisfactory source of local business information among consumers, traditional media and burgeoning mobile solutions hold relevance in today’s search landscape, demonstrating the need for businesses to integrate cross-platform strategies. Based on our findings, companies should allocate marketing dollars to the distribution of different media channels because consumers today use a variety of sources for local business information, sometimes several sources for single purchase decisions. As both innovative and traditional sources continue competing for consumer search traffic, businesses need to focus on developing a complete search presence. The idea is to diversify your search marketing to help consumers find you, regardless of how they’re searching.

So what does all this mean?

An exclusive search marketing position is probably not the best stance to take. You need a complete marketing strategy. You should include a complete package, a diverse mix of media sources for local business information that includes mobile platforms and a strong mix of social media.

Late,
Gary Pool SEO

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