Maximize Local Search Presence in 5 Easy Steps
Thirteen percent of all searches relate to Web users trying to find information about local items, according to comScore. According to Google, 20 percent of searches on its engine are related to location. Yet only four million businesses have claimed their spots in Google Places—perhaps representative of the overall situation.
The first statistic, revealed on July 19 in comScore's "State of Local Business Search" study, may just tell part of the story. comScore also found 33 percent of mobile subscribers use the devices to access local content, with 56 percent of mobile app users doing the same.
Considering mobile subscribers are probably searching for local information because they may be about to take action—and maybe buy something—businesses might want to put their information in front of those eyeballs. Yet only 15 percent to 20 percent of local companies have done so on Google Places, says David Mihm, local search strategist and advisory board member of SEMpdx—a Portland, Ore.-based search engine and social media marketing trade organization.
Mihm's organization provides these "five easy, but essential, steps for maximizing local search presence":
- Claim your listings at the major search engines.
- Verify your information with the big three data providers (Localeze, Infogroup, and Acxiom).
- Include your physical address on your website in HTML format.
- Include your city and state in your website's title tags.
- Ask for your customers for reviews.