Local listings matter. If your business has an online presence, local listings help you get found by people in your immediate area. They’re particularly important for brick-and-mortar businesses, or service-oriented companies.
Why are local listings the unsung heroes of digital marketing? Here are three reasons your digital marketing campaign should be paying attention to local.
- People who search locally actually visit.
Google categorizes the way people search for things online, and one subset they describe as having “local intent.” Think of searchers with local intent as very, very warm leads; they’re ready to patronize a local business and they’re looking for the specific information they need to do so. Around 50% of searchers who do a local search with their smartphone visit a business within one day, and 78% of local-mobile searches result in offline purchases. That’s huge! If your business isn’t showing up as a local listing, you’re missing out.
- Local listings boost your overall SEO efforts.
It’s important to think of local listings as part of a whole. They’re critical to rankings within the Google Maps function and when your local listings are consistent with all your other SEO information, your business rankings will improve. Local listings lend businesses – particularly small ones – credibility and authority online. Search engines look at your online footprint as a whole to determine how best to serve your site to customers, and local listings are a huge part of the puzzle.
- You level the playing field with local listings.
Search engines have closed the marketing gap that small- and medium-sized businesses have long faced between themselves and big-money marketers. Local businesses can now compete with national big-box businesses in a major way, and local listings help. Since local listings are often lower priority for national chains, local businesses who claim and manage them can grab some easy “wins” digitally. Businesses with a digital marketing campaign built around filling out local listings (by, for example, soliciting reviews from past customers) are even better equipped to optimize. Optimized local listings help your business get found. Period.
Does your digital marketing campaign have a strategy in place for optimizing local listings? It should. Better local listings encourage search engines to show your website to more potential customers, which helps those customers get the information they’re looking for. It’s a win-win!
If you need help navigating the complex web of local listings, directories, SEO, and more, give the team at Sync a call. We’re the experts; you don’t have to be.