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Why Local SEO Matters

By:Publipage

 

The way people use the internet is constantly changing.  New mobile technologies have emerged that make it easier for us to stay connected at all times. Being able to be connected from anywhere, and at any time, has been changing the way people use the internet.

Sales have been growing by leaps and bounds in the past years for mobile devices, such as smartphones and tablets, and there is no sign of it slowing down.

 

Smartphone 

With more mobile devices out there, the ratio of mobile internet usage versus desktop internet usage has also been growing. So much so that it is predicted mobile internet usage will overtake desktop usage by the end of this year or by 2015.

 

global

 

Infographic from Visually, data from ComScore

 

As mobile internet use increases, so does the amount of mobile search queries.

 

So what does this have to do with local SEO and does it matter to local businesses?

 

Mobile Search is mostly Locally Oriented

The convenience of mobile devices results in more spontaneous search inquiries, whether it is looking up the nearest fast-food joint or for the closest garage to fix a flat. Studies have indicated that users searching on mobile devices are generally seeking out nearby services and businesses and are therefore based on their specific location.

 

loupe

Source:Google; Performics & ROI Research 2011 Mobile Insights Study

 

Google is well aware of this and will boost a local site in the SERPs if there’s even a hint of local intent in the search.

 

Mobile Search Leads to More Action

A report by Performics states that 40% of mobile searches are local and that after looking up a business on their smartphone, 61% of users will call the company and 59% will visit the location.

 

panier

 

Source:Google; Performics & ROI Research 2011 Mobile Insights Study

 

This concept was recently reinforced in a recent interview with Surojit Chatterjee, the head of Google’s Mobile Search division, who stated, “Mobile users are often looking to take action immediately. The time between intent and action is shorter on mobile actions. People will search for something then call immediately, or drive to that store immediately. That’s why they’re searching.”

 

Source: Our Mobile Planet: United States, Google/Ipsos OTX MediaCT, US, May 2012

 

So what do you need to do?

 

If you want to take advantage of this new trend, you need to rank well on locally based searches. For this you need to do some local search optimization. If you don’t, you can bet one of your competitors will and potential customers will find them instead of you.

So whether you are a small local business or a large company with multiple locations in various cities, you need to be active in working to improve your local SEO, if not only to keep up with your competitors but to get ahead of your competition and benefit from this.

Publipage has a vast experience working with multi-location companies. We have developed PUBLISEARCH, the perfect package to help you keep up with your competitors.

With PUBLISEARCH, we will list your business in the most appropriate directories to ensure that the location and the type of business you do are recognized by Google and that the information comes up on local search results.

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