Excerpts from my latest article at Resource’s weThink blog: “Converting Online Visitors to Offline Customers.”
Local search is a critical component in the quest to drive online visitors into brick and mortar stores to complete their purchases. Research by comScore has shown that 49% of local searches are conducted without a specific business in mind, and 61% of searchers consider local results to be more relevant than standard search results. In addition, even for major brands with ecommerce capabilities, some customers will want to see and feel and try on products before making a purchase decision. Winning these potential customers’ foot traffic via local search requires a combination of store locator features on your site, search engine optimization and local feed optimization.
Local search results are divided into two areas: localized web search results and local places results. Localized web search results are simply part of the standard 10 blue links on a search results page, with content specific to your location. Local places results are displayed with a map and contain primarily address, phone number and URL information. These two types of search results are blended into the search results page together, but different forms of optimization are required to be included in each.
Inclusion in localized web search results is primarily about local SEO on your own site and the effectiveness of the store locator. Local places search requires a more comprehensive program of off-site optimization including feeds, social media and store locator data. Read the article in full for more on:
- Store Locators on Your Site
- SEO for Local Content
- Off-Site Optimization
Read the article in full at Resource’s weThink blog »