In today’s world, local search has become more important than ever before. With the rise of digital technology, people are increasingly turning to the internet to search for businesses, products, and services in their local area. In fact, according to a study by Google, 46% of all searches on the search engine are seeking local information.
Branded vs. Unbranded Searches
There are two major types of local search: branded search and topical, unbranded or generic search. Branded search refers to searches that include a specific brand name or business name. For example, a search for “Starbucks” or “McDonald’s” would be considered a branded search. It’s important for businesses to come up in searches around their name because people are often looking for addresses, phone numbers, and hours. A strong presence in branded search will ensure that people find accurate information about your business.
Customers Want To Do Business Locally
But a strong local presence doesn’t stop at branded searches. It allows you to grow into unbranded searches when people start looking locally for the products and services you offer. According to a study by HubSpot, 72% of consumers who did a local search visited a store within five miles. And 61% of those consumers made a purchase.
The importance of local search is further underscored by the fact that people want to do business locally. According to a survey by Yelp, 97% of consumers searched for local businesses online in 2020, and 93% made a purchase after doing so. Additionally, 80% of consumers said they are more likely to choose a local business when searching online.
In order to take advantage of the benefits of local search, businesses must ensure that they have a strong online presence. This includes optimizing their website for local search, claiming and updating their Google My Business profile, and ensuring that their business information is accurate and consistent across all online directories.
A strong local presence not only helps businesses come up in branded searches, but also allows them to grow into unbranded searches when people start looking locally for the products and services they offer. With the majority of consumers searching for local businesses online, it’s essential for businesses to optimize their online presence for local search in order to succeed in today’s digital age.