You don't have to be an inbound marketing insider to understand the basics of Search Engine Optimization (SEO) anymore. Most businesses understand the value of creating useful, original content that ranks businesses higher in internet search results. A higher ranking translates to greater visibility by potential customers.
Sounds like a pretty simple formula, right? Theoretically, it is, but many businesses are ignoring a vital piece of the marketing puzzle: local listings / mobile search directories. In their defense, this piece has only been part of the online marketing equation for about five years. However, in those five years, it has had an industry-changing impact on the way customers conduct business via the Internet.
What Exactly Are Local Listings?
A local listing is a business directory. You probably are already familiar with many of them. Yellow Pages, Yelp, Yahoo, Google Places and FourSquare are just a few. Why are these such a big deal?
- Currently, there are around 163.2 million smartphone owners in the U.S., and 96% of smartphone owners use their phones to research products and services — Google and Our Mobile Planet
- At the beginning of this year, for the first time in history, smartphone users surpassed the number of P.C. users who accessed the internet — CNN Money
- 70% of online searches are to find a local business — Kelsey Group
In 2012, a Local Consumer Review Survey found that 85% of today's customers use the Internet to look up information on local businesses. That same year, Google issued its own staggering findings. Using focus groups, the search engine giant found that 94% of smartphone users use their mobile devices to find local businesses. Of that 94%, all but 4% of users followed up their research with an independent call-to-action:
- Calling the business
- Visiting store locations
- Redeeming discounts, coupons, or vouchers
As more and more studies confirm these findings, one thing is clear: it's time to cater not just to computer-based searches, but to mobile ones as well. Local search listings offer the perfect opportunity for your business to have a foot in both digital marketplaces at once.
These listings can – and should – be optimized for all computer, smart device, mobile, and smartphone users. If they can search on it, they can find local search listings. Treat these listings as an extension of your brand by designing them like miniature versions of your company website.
How Do I Set Up My Business’s Local Listings?
There are two basic steps to setting up your local search listings:
- The verification stage
- Listing enhancement
To complete each stage, allow some of the knowledge you've gained through SEO to be of use here. For instance, much like your web content produces results rankings from Google, the search engine verifies your local search listing information by comparing the listings against one another for accuracy and categorization purposes.
Make sure your business type, name, and contact information are exactly the same across the board. Don't allow for misspellings or the availability of outdated information.
The next step is to get noticed. According to a Yelp survey, 72% of consumers value online reviews as much as a personal recommendation. Include reviews, full-color pictures, and videos with your listing information to increase impression-driven action.
Depending on the local listing, you can verify the listing via a phone call, text, or a mailed postcard.
Have Questions About Local Listings?
ROI Online can help you set up or scrub your business’s local listings so you don’t miss out on potential mobile leads. Contact us today to learn more about our services.
