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seafordseo 3:05 pm on August 23, 2015  

6 Statistics for local marketers to pay attention to

6 Statistics for local marketers to pay attention to

Statistics, they’re boring most people know that, some people are amazed by them, they are numbers and figures that sometimes just don’t seem to make sense to some people. However knowing them can give you tremendous insight to how your business needs to progress further.

 

Have you ever noticed that when you type in pizza delivery it normally returns your local Dominos or Pizza Hut?

 

Businesses especially new ones and local ones seem to forget some very fundamental procedures used by google, that is that all search results are local to the person searching. It’s pretty curious actually.

 

Now back to the statistics

 

  1. 50% Of mobile visitors visit stores within a day due to localised searching

 

According to google researchers, and I mean they seem pretty reliable, it seems that a user will google a store and visit that store the very same day. Think about that for a moment. 50% of people that google a store will visit it that same day, that’s potentially immense amounts in-store traffic depending on your client base.

 

Here’s what you can use to improve your local rankings:

 

  • Get your business listed on Google’s My Business, complete a profile and you’ll be good to go, Google’s my business allows you to be found a lot easier within the search engine as it itself is localised to the search engine. It also provides information that the user wants to find which we’ll discuss later

 

  1. 60% of consumers have used local information within ads

 

In the same study as before by those brilliant google researchers, there is a definite majority, roughly around 64% that really like local information within ads, and here they are.

 

  • A staggering 67% of people want their ads to be customised by the city/town postal/zip codes that they reside in. 61% also feel that they want ads to be customised to their locality, so that they are relevant to their immediate surroundings.

  • 61% of people use the address and phone numbers within the business ads, so really google is becoming a bit like the internet yellow pages… Sorry not becoming, IS.

  • 68% also use the get directions or call buttons, they’re pretty handy features actually, being able to call or find the place you’re looking for with one search, personally I know I’ve used them before particularly in London where I’ve been so unbelievably lost.

  1. 88% trust online reviews as much as a personal recommendation

eighty eight percent trust online reviews? That means 12% of people are sceptics and really aren’t worth your time, or they prefer to experience for themselves. Still if 88% of people trust in online reviews then you need to make sure your business sits will with things like Yelp, TripAdvisor, Google+ Local etc

 

Another interesting thing to note is 39% of people read reviews on a regular basis.

 

In the study there is a trend line, demonstrating that there are more and more people reading online reviews and using them consistently for their decisions about local businesses. This is valuable information because if this trend continues, which it’s likely that it is, more and more people with use these reviews.

 

 

  1. Business Address and Location is the first bit of information locals search for on google

 

Researcher at comScore shows that the top sought after information by searchers are as followed:

 

  • PC/Desktop

    • Address/Location – 22%

    • Find a business with products/services needed – 17%

    • Phone Number – 16%

    • Research products/services – 11%

    • Hours of operation – 10%

    • Driving Directions – 10%

    • Coupons/Special Offers – 7%

    • Ratings and Reviews – 5%

  • Mobile Phone

    • Address/Location – 27%

    • Find a business with products/services needed – 16%

    • Phone Number – 15%

    • Research products/services – 6%

    • Hours of operation –7%

    • Driving Directions – 13%

    • Coupons/Special Offers – 8%

    • Ratings and Reviews – 8%

  • Tablet

    • Address/Location – 14%

    • Find a business with products/services needed – 20%

    • Phone Number – 15%

    • Research products/services – 12%

    • Hours of operation –15%

    • Driving Directions – 12%

    • Coupons/Special Offers – 5%

    • Ratings and Reviews – 7%

http://searchengineland.com/study-78-percent-local-mobile-searches-result-offline-purchases-188660

 

What this information shows is that each media looks towards the location and service/product the business provides. While also looking for where their location is. With the exception of the tablet of which there are less people searching for the business location but more people searching for the business itself and its hours of operation.

This information is useful as you can tailor your businesses online presence to suit each individual media, for tablet users you can provide more information on the business such as the phone number and services but not care so much for the location(still care a little but not as much as you would for PC/Phone).

Proving that searchers are more inclined to search for your businesses information such as location and phone number than say if you have special coupons. Pretty common sense, but still get your presence known!

 

 

  1. 80% of users prefer to have ads customised to their location

According to surveys done by google, 4/5 people prefer to have their ad’s customised to their location and to local businesses. What this means is that people actually want to be engaged with localised businesses.

 

  1. 50% of users prefer the mobile browser to a mobile app

This is a big one, with more people using mobile phones than ever before, optimising your website to mobile will prove to be a valuable asset to have in your business. In April 21 google launched Mobilegeddon, a new algorithm that increases or decreases your rank on google purely on the basis of mobile accessibility. After Brightlocal provided some statistics it was shown that mobile users prefer a mobile friendly website.