People who make localised keyword searches for products and services are a lot closer to making a purchasing decision than those using more general terms. it would be more likely that they don’t have a specific business in mind when they begin their hunt.
Here are some statistics: 96% of PC owners conduct local searches, 46% of all Google searches are local, 64% of local customers use search engines and directories as their main way to find local business, 50% of local mobile searchers look for business information (like a company’s address or phone number) and 78% of local mobile searches result in an offline purchase
By using local search tactics we can better position and promote what you have to offer to local customers exactly when they’re looking for your type of business, brands, products or services
There’s no better time to connect with a potential customer than when they really need you.
Optimising Content For Local Searches
In this example we advise an electronics distributor on how to capitalise on their ‘About Us / Meet Our Team’ page. Loaded with place names and products the page has the potential to work a lot harder on localised AV searches across all of the states, cities and towns of the United States and Canada.
I suggest we make new pages for each of the regions so that as an example the Sales & Support | Midwest section becomes its own page that will compete on AV searches made for each of the Mid West States and the State abbreviations such as ‘Mid West AV Distributors’, ‘Ohio AV Distributors’ and ‘AV Distributors OH’
We could take this further to create individual pages with a short CV for each member of staff that not only includes brands, products and solutions that they are familiar with but also the cities and towns that they cover in each State.
We can then make things even more localized by including the relevant and nearby case studies or upcoming local exhibitions.
This would give us the opportunity to position the site on searches such as ‘AV Distributors Cincinnati’. ‘ABC LED Toledo’, and ‘Video Wall Installers Akron’.