Research from comScore indicates that growth in local search is outpacing overall online search. In 2008, the practice of using online search tools to find local businesses, products or services grew by 58%, reaching a total of 15.7 billion searches for the year.
While total online searches for the year reached 137 billion, the growth rate there was only 21% on a year-over-year basis. Local searches make up 12% of core searches on the top 5 online portals, comScore reports.
"Even if the searcher doesn't know the company or brand they will ultimately give their business to, the decision to actually make a purchase has often already been made," says Neg Norton, President of the Yellow Pages Association. "That is a strong argument for local merchants to develop and maintain an online profile, if they haven't already done so."
And speaking of Yellow Pages, the study found that 75% of the top 100 keywords searched on Internet Yellow Pages sites were non-branded, indicating that a majority of consumers haven't decided on a specific company or product brand when they begin their search. This is good news for local businesses looking to compete with larger brands.
Another interesting statistic is that nearly half (45%) of Internet Yellow Pages and local online directory searchers made an online purchase in the fourth quarter of 2008. If you are one of the businesses that have yet to be convinced of having an online presence, perhaps that will sway you in the right direction. More on the study here.
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Comments
I am agree with you, that
Not only an online profile
Local Search
I have posted my business on some local search sites with some success. The ROI is good because the listings are free! Localwin and Craigslist have been productive for me These type of sites are ideal for any small business, whether you provide local services or retail to a large geographical area.
Online only...
I've thought about doing more with local search but my safety and security web site is online only; no brick and mortar store. I've already had calls from visitors wanting to stop by to pick up items and that's with little or no local search advertising. I'll have to give it some more thought but not sure it's right for me. Thanks, Chris!
Provide us with a list of local search engines?
Hello, even tough the net is global, it probably is important to market locally. I think that people feels safer if the business they are purchasing from it's local, as it may find some phicological way of comfort in case of not being keen with the purchased product or service. I have a maternity clothes site which I'd like to promote in the UK and will definitelly use local search engines. Can you provide a list of these?
Local businesses need to get on board
I just have to past this "Another interesting statistic is that nearly half (45%) of Internet Yellow Pages and local online directory searchers made an online purchase in the fourth quarter of 2008". WOW!
Local search is the way to go
Our business is using local search to great effect, we make use of Google Maps and organic search positions to promote our Glasgow car hire service. We now get around 40% of all our business from online bookings, using local search.
Local Search Results
I have been preaching the importance of local search for quite some time now. One of our sites (computer repair) has been do extremely well locally for many years now. We see many of our nationally targeted sites end up with a lot of local business without even trying. If you target the right combination of local keywords you can get some pretty amazing results.
Bruce McClellan
Faster Digital Web Design
More people have access to
More people have access to the internet on their cell phones and looking for a restaurant or a window company like West Coast Vinyl, or looking for some Disney Hideaway vacation spot, or just looking for live feeds for their smart cars.
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