Category Archives: local search engine listings

2019 Online Search Trends Businesses Should Know (and Use)

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ground on tablets searching for local businessesOnline consumer behaviors are always a concern for business owners. If they’re not, they should be.

A targeted marketing plan revolves around those behaviors. To reach customers, business owners should continuously be asking, “Where are our customers online? How can our business engage with them? What means are they using to find our business?”

In general terms, the list includes local search listings, social media, and review sites (read more about how customers find businesses here). The first tactic, local search engine listings, is one of the most significant and studies prove it. According to Google, more than half of smartphone users found a new company or product during an online search.

To get the full benefit of this information, smart business owners and managers (or their trusted marketing firm) not only understand the significance of search engines but apply the information to their marketing. Specifically, there are four recent internet search trends that should be on business’ radar and utilized in a comprehensive online marketing strategy.

Voice Search

According to Forbes, an average of one billion voice searches occur every month. That number is impressive, and demonstrates a growing internet search trend. Consumers are using their devices to find the answers to their problems. Voice searches make life easier for consumers, meaning the amount of voice searches are only going to rise. The one disclaimer follows the old adage about putting all one’s eggs in a basket. While businesses should adapt efforts to voice search, traditional search engine optimization tactics should still be utilized for maximum results.

The application: Businesses need to consider the enormity of voice search when producing online content. Online content doesn’t need to be oversimplified, but it should be written with relevant terms in the same way consumers speak. The major search engines recognize this rising search trend and factor voice-friendly content into rankings. This effort should be coordinated with efforts to improve local search engine optimization since, according to Google, nearly a third of all searches are location-based.

“Near me” Searches

The combination of the explosion of mobile device usage and voice search has resulted in an increase of “near me” searches. This category of internet search trends refers to any search relating to a location near the consumer, such as “near me” or “restaurants Madison WI.” The majority of these searches originate from mobile devices. Many of these local searches result in sales. Google says these consumers are ready to buy once they are in a store, as 18 percent of local searches lead to sales, compared to 7 percent for non-local searches.

The application: Businesses need to invest in local search engine optimization tactics (as detailed in this post about ways to get businesses found in local searches). This effort includes a complete Google My Business profile and update listings on review sites and local directories. Of course, local SEO only goes as far as getting consumers to the business website. A comprehensive SEO effort should include an optimized and fast-loading website that converts consumers into customers.

Question and ‘How to’ Searches

Website content is an effort that search engines and consumers appreciate. The effort should start when building a website with optimized content and continue with a regular content marketing production calendar. Regular, high-quality website content is a factor in search engine rankings and should be an important part of a business marketing plan. Content should be produced to fit the business sales cycle and recent internet search trends. Recent Google articles have indicated that consumers are using the internet to find answers, making ‘how to’ and question searches a top priority for businesses producing quality content.

The application: Businesses need to develop a comprehensive marketing plan with a custom content marketing calendar. All content should be produced with a clear deadline, posted regularly, and be generated with the latest internet search trends in mind. If there is a lack of staffing or expertise, these efforts can be outsourced to a quality content marketing firm.

12 Awesome Stats that Prove Local SEO Pays Off

group of friends looking for information on smartphonesDigital marketing is like a speeding freight train. Along the way, digital marketing trends pop up and evolve; some disappear down a dead-end track, never to be seen or heard again (good-bye cloaking). Smart company owners and managers jump on board at key stops, putting the right trends to work and reaping the rewards of a strategic digital marketing plan.

Local search engine optimization, both on-site and off-site, is a digital marketing trend that’s here to stay. The reason behind the long-lasting nature of local SEO is that it’s based off real consumer behaviors.

Think about it. People look for answers to their problems online. Often, those answers are products and services. Sometimes those answers are information. All of this information can be found online, making online searches a key source of leads and sales for local businesses. Smart local business owners are investing in a solid local SEO strategy (more on how to kickstart a local SEO plan here) based on statistics that highlight key consumer behaviors.

Consumers are using local search to find businesses.

Key takeaway for businesses: Every effort (either in-house or by outsourced experts) should be made to get into local search listings, such as claiming listings on Google My Business, review sites, and local directories.

Mobile-friendly websites are important part of website optimization and customer conversions.

Key takeaway for businesses: Business websites need to be optimized for search engines and consumers. An optimized, fast, and mobile-friendly site is not optional for any business who wants to get higher search engine listings and convert visitors into sales.

Positive online reviews play a key part in customers’ buying decisions and search engine rankings.

Key takeaway for businesses: Online review sites play an important role in earning customer trust and a solid local SEO effort. Businesses need to take steps to claim listings on review sites and create a comprehensive in-house strategy of asking for reviews from satisfied customers.

How to Get Your Business Found on Local Searches

woman on smartphone looking for local businessAccording to Google, “fifty percent of local consumers visit a store within a day of a local search” (Search Engine Watch). The statistics demonstrate an ever-growing consumer trend. Potential customers are searching for products and services online. Local businesses are showing up in the search results—or are they?

Those businesses that aren’t showing up in local searches are missing out on a HUGE opportunity. Search Engine Watch went on to note, “Google says these people are ready to buy once they are in a store, as 18 percent of local searches lead to sales, compared to 7 percent for non-local searches.That statistic is even more mind-numbing because Google processes more than 2 trillion internet searches per year.

Fortunately, a lost opportunity doesn’t have to remain that way. Local businesses can step up their local search engine optimization (SEO) efforts and get included in local search listings. In many ways, local SEO is easier now for local businesses than in the past when national brands dominated, however it does take a concerted effort. Here’s what local businesses need to know AND the local SEO steps that turn a missed opportunity into more sales.

Google My Business Profile

Google My Business is used by the search engine giant as an online business directory. Google My Business profiles, especially those confirmed and updated, show up on maps and search results. Specifically, Google My Business listings show up when online viewers search for local products and services. The best part of Google My Business is that claiming a business profile free. There is only caveat; according to their policy, business profiles can only be claimed by the business owner.

How to get started: Follow the process to claim the business’ Google My Business listing; there is a short waiting period involved because Google needs to send a postcard to the business address. Completely fill out as much information as possible, including the address, business service and product information, and hours. Use this article from Search Engine Journal as a guide, or contact experts experienced in optimizing Google my Business listing and knowledgeable in local search engine optimization.

Review Sites

Online reviews are a valuable asset for businesses. Reviews on popular websites like Yelp, Manta, and the Better Business Bureau and social media play a significant role in building customer trust. These sites are also likely to come up during searches, such as when potential customers are researching local businesses. It’s important to note that in a business’ quest for positive reviews, there is some risk involved. Along with positive reviews, customers may also leave negative reviews. When and if this happens, contact a firm with automated software for monitoring websites and follow these steps for responding to negative comments. Negative reviews are actually an opportunity for businesses to showcase their prompt and excellent customer services.

How to get started: Obtaining positive reviews is a two-part effort. Visit popular websites and claim the business listing (or contact an experienced marketing firm to tackle the task). Pay attention to the fine print; some of these websites prohibit asking for reviews on the website. However, companies can develop a multi-channel strategy for asking for reviews. For example, in-person staff can be trained to ask for online reviews. Asks can also be included in customer e-mails and other marketing materials (this list of ideas to incorporate into current operating procedures can help).

Local Directories

Think of local directories as a modern-day phone book. Many of these online phone books are used by online viewers to find local businesses who provide products and services. Search engines, noting this consumer trend, include these online phone books in search results, making them a high priority for businesses wanting to get found in local searches.

How to get started: Don’t take a haphazard approach to listings on local directories; complete and accurate listings are vital for success. Entrust the effort to the experts or research local directories (this article from Search Engine Journal can help). Compile a list of directories that are relevant and valuable to the business, then determine if the business is listed on the sites. If there is no listing, follow directions for completing a business listing.

Website Optimization

A website is the only place where a business can truly tell their story, making it a valuable marketing tool. Businesses should optimize their website during the building process and regularly throughout the life of the website. During website building, the website should be structured for optimal speed and search engines. For local businesses, pages should be added that use local optimization technology. The technology ensures that the website is listed in organic search rankings initiated by online users around a specific location (or locations).

Websites should also be mobile-friendly; this is not an option. Search engines value mobile-friendly websites and regularly added content, both of which are signals that determine the order of listings on search engine results pages. The latter can be achieved through strategic and high-quality content marketing.

How to get started: When building a website, business owners should employ staff or firms knowledgeable in website optimization. For continual optimization, high-quality, optimized content should be added on a regular basis. (Use these tips to produce relevant, quality content.) An experienced staff member can be tasked with compiling a marketing calendar for content—and meeting deadlines—or the task can be outsourced to an experienced content marketing firm.