It has finally happened. The internet has beaten out the phone book as the most utilized tool for local search. According to a recently released survey conducted by TMP Directional Marketing, the breakdown finally tipped in the web’s favor, even if only by a point:
Search Engines (31%)
Print Yellow Pages or White Pages (30%)
Internet Yellow Pages Sites (19%)
Local Search Sites (11%)
Of course, you could tip the scale either way with the online yellow pages – do those searches count as a win for the phone directory or the internet? Either way you cut it, it is becoming clear that the earnest work to make local online search more accurate and helpful is finally paying off.
The importance of hitting your local market has never been clearer. In addition to straight online search, standard cell phone users are using local mobile search more than ever – 20% said they have conducted a search on their mobile device, and among users with a Wi-Fi enabled phones, that number jumps to a staggering 60%.
What does this mean for SEO? Target local search. It’s worth it. Optimize for mobile. It’s worth it too! Keep in mind that if there is a local customer base for your product or service, you deserve a share. The only way to get a cut of the take is to play the game!
The options available to mobile and online shoppers are becoming more complex and gratifying by the year. The ability to scan UPC bar codes with your cell phone, order online but pick up at the store, and see real time inventories at a dozen electronics outlet locations near you is becoming the norm.
Shipping costs which so often prohibit online shopping for high ticket heavyweight items may become a thing of the past, as online shopping hits a growth spurt and companies offer incentives to keep up with growing demand and higher sales volume.
Making sure you stay ahead of the game could be as simple as adjusting your price to account for the difference, then advertising ‘free shipping’. Alternatively, you could offer special coupons or promotions to make up for the shipping costs.
Keep in mind, your local audience will be your best or worst customers, so make sure you try to cover the market and make your neighborhood shoppers happy!
Tags: advertising, local search, mobile search, WiFi
Local search is getting very exciting. Sites such as Jippidy.com are employing web 2.0 in the local search models. In the next few years we will see some killer apps and eventually a winner in the space. Phone books just can’t compete.