In a world where customers have the opportunity to buy products and services from anywhere around the globe, more of them are choosing to keep their business local. Is your company ready to take advantage?
More than 20 percent of the searches on Google today are related to location, that’s people looking for doctors, or museums or a park to take their kids,” (Google Hosted News, October 2010).
20% is just a number, until you realize that hundreds of millions of searches are being performed every day. 20% may seem like a relatively small number compared to the global searches done every day, but imagine if people searching for products and services in your area found you, instead of the competition. Those numbers would start to seem a lot more interesting now wouldn’t they?
The old adage, “The grass is always greener on the other side of the fence” applies when it comes to the shifts between local and global search. There was a time, when the internet was new, that we couldn’t wait to order products from outside of our city/state/region. But as the novelty of a global marketplace begins to wear off, more people, it would seem, are returning home to do their shopping.
Is Local Search Right for Me?
If you are a company that doesn’t feel that local search is important to their business, keep this fact in mind. Not every “local” search needs to be accompanied by city/state keywords (i.e. marketing company Phoenix, AZ), but if Google determines that you would benefit from seeing localized results, then by golly they are going to show them to you. Even if you have the ability to ship products globally, if you ignore potential customers in your hometown, you’re doing yourself a disservice.