Local Search Increases
ComScore, a leading global leader in measuring online search practices, revealed in October, 2009, that there is a major increase in the amount of usage with "internet search engines, mobile search and social media."
They indicate that overall "online searches have increased 31% in the past year." They say that "internet search engines continue to be the primary source for local business information." The continue "…the growing demand for local business information across interactive search platforms, especially online and mobile, is creating additional opportunities for national advertisers to reach consumers with more relevance. In order to reach target audiences, marketers must think locally and focus their messages on local marketplaces where consumers shop.”
Additionally, "online search is used earlier in the purchase process than offline search. The primary reason (potential customers) search online first is to research the best brands to buy and to identify businesses that offer those brands. In fact, four out of 10 consumers, or approximately 39 percent, engage in online research to aid in (offline) purchase selection."
The "study found that 83 percent of local search users contacted businesses offline, with 46 percent of consumers making contacts over the phone and 37 percent visiting the businesses in person. … half of all local business searchers made purchases. Nearly two-thirds (63 percent) of respondents in 2009 stated that they expect their search results to reveal businesses within 15 miles of their homes or places of work."
That pretty well sums it up; Local search is increasing rapidly and if you aren’t listed, if you cannot be found by potential customers when and where they are searching, you will lose business to your competitors.
