Local Search Best Practices

BY: ON WEDNESDAY, FEBRUARY 06, 2013

Customers are most engaged with your business when they are looking to act. So for businesses to turn research into purchases, local search matters.

Every day, the volume of local search is increasing dramatically as a result of the proliferation and adoption of mobile devices. Google says that a third of all searches today have local intent (i.e. looking for coffee in NYC, or lawyer in Chicago). What’s more, 50% of smartphone users visit a location after searching for information.



So here are a few simple best practices for local search to ensure your customers find your business:

Correct your location information.

It’s important to have correct location information everywhere. That’s on the media channels you own and the ones you don’t. If you don’t have access, request that the site owner updates the information.

Utilize local search categories.

Search results take into account the words that appear on your website and pages across the internet. Take it a step further by using the native search features like categories to appear in more, relevant results.

49% of search queries are unbranded. So if you sell “Nike”, also choose the “shoe” category to ensure more customers find you.

Update often. Everywhere.

The more information you publish, the more likely your customers are to find it. Some data never changes, like your phone number or web URL, but you should update your special offers, photos and categories frequently.

Begin by updating for the season - so change your hours to reflect your summer or holiday hours, and include recent photos.

Give them the information they need.


When potential customers are searching locally, they are very likely to act. So be sure to provide the useful, correct and relevant information they need. That might be bios of your lawyers, juice bar menus, special holiday offers or hours of operation.

Without a full, rich search experience, your customers won’t know why they should visit.

About the Author

Liz Walton
Liz Walton is the Marketing Manager at Yext. She specializes on the topic of local marketing. Yext helps small businesses sync their local information and currently has more than 90,000 locations using PowerListings to manage their local business information.
Comments
comments powered by Disqus