The new lead generation emphasis on local search optimisation

Wednesday, 1 April 2015  |  Posted in: Articles  |  3min read

In 2014, Google conducted a research study to understand consumers’ Local Search Behaviour. Results from the study revealed that 4 in 5 consumers use search engines to find local businesses, goods and services, and preferred search engine results to be location based. The study also found that 50% of consumers who conducted a local search on their smartphone visited the store within a day.


Personalised and localised search results

Google responds to peoples’ search habits by frequently releasing new algorithms and features that localise and personalise search results for the user’s preferences. As a business this provides many advantages and opportunities to stay ahead of competitors.

Advances in search now allow users to simply type in the service they are looking for followed by “near me” and Google will display the localised result. As an example, typing in “supermarkets near me” displays results based on your exact location. This type of search isn’t restricted to supermarkets, and extends to virtually any service a user could need – perhaps one that can be offered by your business.


Conversational Search

Conversational search through voice has also improved greatly. Users can now simply ask “Google, where are the best clothing stores in Adelaide” and receive a response. If using the Google Now app on a smartphone, when a search is conducted for “restaurant near me” whether typed or spoken the results are no longer limited to just the business’s name, address and phone number. Search results now include your menus, reviews, distance from the users location, travel directions and public transport information.

Google is arming its users with more relevant information than ever and providing the consumer more features at an alarming rate. With these changes and the increase in localised searches, it’s essential for business to provide Google with all the information to reference it accurately in local search results.


Optimise your Google Business account for lead generation

For your business to reach its potential in local search your Google My Business account needs to be correctly set up and optimised for relevance and lead generation. Google uses the information you provide to give your potential customers a snapshot of your business including hours of operation and other relevant lead conversion information – all before they even get to your actual website.

Here at The Digital Embassy we advise and assists clients with this process as an important element of an overall lead generation strategy. Need assistance with developing one for yours business? Let us help you to improve your local search results by contacting our certified digital marketing team at The Digital Embassy today.

Ready to talk about your requirements?

Phone us on 1300 375 368 for an obligation-free chat with a digital specialist about how we can help to scale up your business online.

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