Local is the New Social

The “local search” ecosystem is quickly replacing social media as the industry’s favorite buzzword of the moment. But with Google serving up localized searches for many search inquiries (even if no local intent is included in the specific search terms) the dynamics of localized searches are important for agencies and clients to understand.
A recent study form BrightLocal.com set out to get a better understanding of the dynamics of localized searching. The study wanted to address a few specific questions:

  • How do searchers go about their search for local businesses?
  • Do most searchers use local modifiers or not?
  • Do searchers expect to get local results for a generic, non-local search term?

It turns out that almost 60% of consumers use Google for local searches in any given month, and over half use specific local modifiers for their searches. The most popular modifiers are town name and city name, with a smaller percentage using zip codes.

The SEO implications are many, but broadly speaking you should make sure your site’s content and link popularity efforts are aligned with geo-modified searches. And spend some time optimizing your Place Pages so Google knows precisely which geographic areas you serve.

References:

How Users Search for Local Businesses + 5 Tips to Optimize Local Listings
By Miles Anderson, 10/24/11
Search Engine Land
URL: http://searchengineland.com/how-users-search-for-local-businesses-5-tips-to-optimize-local-listings-97612

Complete Guide to Local SEO and Business Listings Optimization for Small Businesses
HelloGEO
URL: Complete Guide to Local SEO and Business Listings Optimization for Small Businesses

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