Seen that map on the first page of search results accompanied with a one or a handful of businesses after performing a search on Google, Bing or Yahoo? Those results are considered to be “local search” results, displaying companies whose products or services align with what the Internet searcher is looking for.
Localized search results appear on search engines search results pages if…
- An individual business is explicitly searched for: “Apple Computer in Cupertino”
- Local intent is expressed by the visitor explicitly when searching for a product or service: “Pizza in Boston, MA”
- Although not explicitly expressed, local intent is assumed, based on the nature of the query itself: “Car wash”
Which business listings appear depends upon a long list of factors (suitable for a post of its own).
How much does having a listing there for a business matter? The short answer: A lot, assuming that your business provides a product or service locally from a physical location (or several locations). Keep reading if you’re interested in the long answer.
How many searches are we talking about?
Estimates vary by source on how many searches have local intent. Those on the lower end of the range cite 20% and those on the higher side generally fall between 30 and 40%. Calculating how many actual searches that equates to pushes us to numbers which challenge conventional understanding.
Recent ComScore data indicates that in May of this year 14.3 billion core searches were made in the United States. I’ll forgo doing the math and just assume that we can all agree that local search represents a highly compelling number of searches.
How do user’s interact with a page of search results?
Sometimes images speak louder than words, so let’s start there. Does the graphic below look familiar?
If you haven’t seen it before it’s a visual depiction of Google users’ attention from an eye-tracking study performed by Enquiro in 2005. The area of most interest lies in the triangular area at the top left-hand side of the page. Results from other search engine’s also follow suit. That triangular area (often referred to as Google’s Golden Triangle) is also precisely where localized search results generally appear (they also occasionally appear further down the search results page).
This image (and the study that it emerged from) are at least a few years old, but it tends to hold true. Subsequent studies by Google have revealed a similar pattern, even when additional distractions, such as images, are added to the mix. If anything, its likely that the addition of a map image which accompanies local listings positively influences the attention given they receive.
Do they take any action?
All of this is for not if the Internet searcher doesn’t take action, regardless of the reason. Recent third-party research provides a strong case for local listings. There are several studies out there, the following statistics are from a publicly available ComScore/TMP local search study conducted last year:
- The information provided online isn’t lagging offline information. Users are pleased with what they find, whether their search is offline, online or on a mobile phone, with 9 out of 10 searchers stating they ultimately found what they needed.
- Search engines have become the primary stand-alone source for local business information, ranking higher than the print White or Yellow Pages or websites specifically focused on localized or niche listings.
- After performing a local search the majority of consumers (more than 70%) chose to contact the business (or businesses) offline by telephone or an in-person visit.
That last statistic might be the most compelling of all, connecting that online activity to tangible, offline business. Conclusion? If you provide a service or product locally, put local search high on you to-do list for your marketing and advertising and take advantage of this opportunity!
Original Google Map Marker Photograph by Andrea Cavalieri
Related posts:
{ 2 trackbacks }
{ 10 comments… read them below or add one }
Hey, I have some clients who have used local search very successfully. They were in the accounting niche so were providing an important local service but they definitely got good returns on their investment. I think it all depends on the industry youre in (as you mentioned).
True! You need local search availablility. google allows you now to tie your local search in with your adwords. So your map, local listing shows up and your name / thumbtack is more visible on the map.
Listings in Brownbook.net also perform very well, sometimes appearing immediately below Google's 10 local business results and map.
I just recently found out about how to take advantage of the Google Small Business search. I had been focusing on SEO that wasn't location specific (selling e-products directly through a website). Now that I have a local business, registering with Google was my first step!
Hey John – Thanks for passing that link — much appreciated!
Hi – Very helpful and informative post for local businesses. I just finished a book, “The Known Method” which is for local businesses with websites (local is simply a matter of geography!).
Primarily what I wanted to accomplish and was to empower local businesses with the same information, tactics and strategies used by internet marketers. The premise being of course, it doesn't matter what the object is, product, service — or local website — the same tactics work.
The most profound realization in writing the book was when I studied the value of internet market segments in relationship to when local listings appeared on page one for these major keywords – if not for their optimized local listings they never would have appeared. When you think of the potential traffic impact for a local business appearing on page one of a $73 million dollar market segment, the advantage and possibilities are intriguing. I've put together a free report about the value of these market segments which is available here: http://budurl.com/KnownValue
Thank you again for another local business perspective!
Cheryl C. Cigan
http://www.known.com
Yes according to me local search matters a lot…i am sure that many people will surely like it. Definitely it will be of great help indeed. Thanks for the post and info.
Yes local search does matter because many people do searches to find products or services with in their area.
Up until about 30 days ago I had focused exclusively on traditional SEO for my Phoenix based high rise and loft condo real estate web site…then I discovered local search. I have built a Google Map page, garnered a number of positive recommendations/testimonials and I’m patiently waiting to see what might happen.
Scott mentions “Which business listings appear depends upon a long list of factors (suitable for a post of its own)”. To that I’d like to add; which business “types” appear warrants a post of its own as well.
Broad business types like “real estate agents in phoenix” or “phoenix realtors” generate local results in Google while more narrowly defined/long tail terms (and more relevant to my site) like “foreclosure condos for sale phoenix” or “phoenix loft short sales” do not. I would guess that this will change over time. After all, for those of us old enough to remember, printed phone books required us to use very broad search words (although we didn’t know that was what we were doing at the time) and if we looked in the “wrong place” there might be a category note directing us to the proper location within the book. But unlike the limitations necessary with printed “catalogues” or phone books, modern search technology allows almost unlimited search options and depth. It only makes sense that local search will eventually be very key word specific vs narrowly defined as it is today. We will see…..
Hey Will – thank you for the thoughtful response. Local is accelerating in relevance, and sometimes it’s difficult to know what is really going to make the difference. The emails you sent out respectfully asking people who have worked with you to write a review was a great idea. Reviews hold a lot of weight on Google’s Local Listings. Your follow-up coaching people to place reviews on an alternate site once you had a handful of Google Local reviews was also a smart move.
I’m guessing that you’ve already discovered many of the local ranking factors, but I wanted to turn you on to an excellent individual named David Mihm who has a great site loaded with excellent insights on Google Local. I’d specifically recommend his report. It’s excellent.