{"id":4905,"date":"2013-01-14T14:27:30","date_gmt":"2013-01-14T14:27:30","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=4673"},"modified":"2024-08-15T17:19:23","modified_gmt":"2024-08-15T21:19:23","slug":"local-search-analysis-of-how-consumers-find-what-they-need","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/seo\/local-search-analysis-of-how-consumers-find-what-they-need\/","title":{"rendered":"Local Search &#8211; Analysis of how consumers find what they need"},"content":{"rendered":"<p><em><img decoding=\"async\" class=\"alignright size-full wp-image-4688\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2013\/01\/small-biz-local-search-marketing.jpg\" alt=\"local search marketing\" width=\"350\" height=\"365\" \/>For consumers, local search is a near-daily ritual \u2013 4 in 10 individuals use local search once a day, while two-thirds use local search at least 3-4 times per week. <\/em>&#8211; Findings from a recent YP study<\/p>\n<p>Local Search is, well, many things. But if you&#8217;re a local business, I would define local search as &#8220;Anyone trying to find a local service provider (YOU) within a specific geographic location online or on a mobile device.&#8221;<\/p>\n<p>The person doing the searching may have different intentions, but ultimately they know what they want and they&#8217;re looking to fulfill their needs locally using a search engine or app. The search could take place on a computer, tablet device and of course &#8220;on the go&#8221; on a smartphone.<\/p>\n<p>If you don&#8217;t have an <a href=\"https:\/\/www.sanctuarymg.com\/seo\/\">SEO<\/a> strategy to position your local business online, consider that local search is &#8220;an enormous market&#8221;.<!--more--><\/p>\n<p>As the number of handheld and tablet devices grows, the intentions of consumers will certainly change and expand over time. But one thing is for certain, the growth of these devices makes it much easier to search anytime, anywhere and get data back from a massive array of sources. Making sure your business is there when people search is going to be key.<\/p>\n<p style=\"padding-left: 30px;\"><strong>Sidenote:<\/strong>\u00a0Consumers that own a smartphone and tablet are 40% more likely to search locally than those without. <strong>Sidenote #2<\/strong>:\u00a0<a href=\"http:\/\/mashable.com\/2011\/01\/04\/forrester-tablet-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">Forrester<\/a>\u00a0estimates that tablet sales will &#8220;eclipse&#8221; laptop sales by 2015.<\/p>\n<p>So we know that being found is the first big hurdle, but\u00a0the big question for local businesses is how do consumers really use local search?<\/p>\n<p>Here are some key takeaways that I thought were highly relevant and important for local business owners to consider. You can download a full report provided by YP.com <a href=\"http:\/\/img2.yp.com\/radiant\/radiant_assets_49232_YP_StreetFight_Local_Search_Report.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.<\/p>\n<ul>\n<li>To confirm,\u00a0local search is a useful\u00a0tool for consumers for most, if not all, of the products and services they buy. Local search is increasingly an indispensable\u00a0resource for consumers.<\/li>\n<li>Not everyone finds their information on Google or other search engines. There are potentially hundreds of websites, apps, portals and directories that consumers use to find local business information.<\/li>\n<li>While most shopping is done near home or work, consumers often travel<br \/>\nbeyond their usual boundaries, sometimes considerably further.<\/li>\n<\/ul>\n<figure id=\"attachment_4676\" aria-describedby=\"caption-attachment-4676\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2013\/01\/how-far-consumers-travel-for-service.png\"><img decoding=\"async\" class=\"size-medium wp-image-4676\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2013\/01\/how-far-consumers-travel-for-service-300x179.png\" alt=\"how-far-consumers-travel-for-service\" width=\"300\" height=\"179\" \/><\/a><figcaption id=\"caption-attachment-4676\" class=\"wp-caption-text\">Click To Enlarge<\/figcaption><\/figure>\n<ul>\n<li>There are many reasons that compel consumers to travel distances.\u00a0Consumers\u2019 definitions of \u201clocal\u201d vary by type of product and service.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2013\/01\/reasons-local-searchers-travel.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-4677\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2013\/01\/reasons-local-searchers-travel.png\" alt=\"reasons-local-searchers-travel\" width=\"841\" height=\"364\" \/><\/a><\/p>\n<ul>\n<li>In virtually every product\/service category, local search represents an<br \/>\nessential tool for businesses, not just to attract new customers but also to<br \/>\nserve existing customers.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2013\/01\/local-search-by-product-category.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-4674\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2013\/01\/local-search-by-product-category.png\" alt=\"local-search-by-product-category\" width=\"722\" height=\"464\" \/><\/a><\/p>\n<ul>\n<li>Given consumers\u2019 extensive reliance on local search, businesses must\u00a0continually review and tweak their \u201cpresence\u201d on local search platforms.\u00a0Confirming that search results satisfy searchers\u2019 needs and position the\u00a0business effectively is vital.<\/li>\n<li>Searchers use a wide variety of services and websites including various search engines, local search sites, portals, directories, <a href=\"https:\/\/www.sanctuarymg.com\/digital-marketing\/social-media\/\">social media<\/a> and review sites.<\/li>\n<\/ul>\n<figure id=\"attachment_4675\" aria-describedby=\"caption-attachment-4675\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2013\/01\/local-search-sites.png\"><img decoding=\"async\" class=\"size-medium wp-image-4675 \" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2013\/01\/local-search-sites-300x79.png\" alt=\"local-search-sites\" width=\"300\" height=\"79\" \/><\/a><figcaption id=\"caption-attachment-4675\" class=\"wp-caption-text\">Click To Enlarge<\/figcaption><\/figure>\n<ul>\n<li>Social networking is an integral part of consumers\u2019 lives. In the YP survey, 6 out of 10 visit a social networking site at least daily, and 1 in 3 visit multiple times a\u00a0day.<\/li>\n<li>7 out of 10 smartphone owners use location-aware mobile apps.<\/li>\n<li>Providing\u00a0unstructured data (such as menus, reviews, etc.) is important to consumers.<\/li>\n<li>Of those who own a smartphone, 9 out of 10 have used a mobile shopping<br \/>\napp in the last 30 days.<\/li>\n<li>Nearly the same number (85%) have used their smartphone to shop at a local retail<br \/>\nstore.<\/li>\n<li>Accounting for over half of local search volume, heavy users \u2013 or \u201cAvid Users\u201d, as we&#8217;ve called them \u2013 are a crucial segment for businesses and the industry as well as a harbinger of the future.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>For consumers, local search is a near-daily ritual \u2013 4 in 10 individuals use local search once a day, while two-thirds use local search at least 3-4 times per week. &#8211; Findings from a recent YP study Local Search is, well, many things. But if you&#8217;re a local business, I would define local search as [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[282],"tags":[],"type-category":[288],"class_list":["post-4905","post","type-post","status-publish","format-standard","hentry","category-seo","type-category-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Local Search - How Do Consumers Find What They Need?<\/title>\n<meta name=\"description\" content=\"Be visible by providing users with what they need. Here\u2019s how you can optimize your online presence across search engines, directories, and social media.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sanctuarymg.com\/academy\/seo\/local-search-analysis-of-how-consumers-find-what-they-need\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Local Search - How Do Consumers Find What They Need?\" \/>\n<meta property=\"og:description\" content=\"Be visible by providing users with what they need. 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