Here's How Consumers are Actually Conducting Local Searches

BY Rachel Cagle
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You may think that local searches are dominated by smartphones and their voice search features, but you’re wrong. According to Greg Sterling, writing for Search Engine Land, those search queries still belong to desktop.

Seriously, it isn’t even fifty/​fifty. The majority (59.4%) of consumers still say they prefer using a desktop computer to search for local information. They’re using desktops to view their most trusted source, White Pages, for local business reviews and information, as well as Yahoo Local, Angie’s List and Yelp. Over all, 70% are using Google to conduct their searches.

They’re looking at sites such as those because they’re hoping to find reviews and other insider information on the products or services they’re searching for. How businesses address bad reviews can be make-​or-​break for future revenue. Even one really bad review could stop consumers from becoming potential customers. However, if the business in question shows that they pay attention to reviews and openly do what they can to correct the problem, it can give potential customers a sense of reassurance. Consumers see that even if something goes wrong, the company will make it right.

Local business searchers also rely heavily on the business description shown on Google results pages, photos and videos. Make sure your clients know that they should be consistently updating their business description, along with posting new pictures and videos on their sites. In addition, they should make it easier for potential customers to view reviews with photos and videos attached.

AudienceSCAN on AdMall by SalesFuel offers audience reports for Local First Shoppers, Google Searchers and Consumers Who are Influenced by Recent Reviews, along with many other profiles that fit your client’s target demographics. These profiles offer information on which products and services each consumer group will be shopping for in the near future, as well as their lifestyle and marketing information. If your clients are still primarily using voice search and mobile for their local search efforts, it’s time they learned the facts and reconsidered.