When customers search for local businesses, they want the 4 Ps

Published on
by Brafton Editorial
Businesses that want to rank in local search results should feature information about prices, products, physical locations and phone numbers in easily accessible locations.

Marketers know they need to optimize web content for local search if brands are going to stay visible in the future. Recent reports showed consumers are spending more time browsing on smartphones than desktop computers, and they are often looking for information about companies in their immediate vicinity. However, brands may not have successful local SEO campaigns if they’re not delivering the four Ps when visitors land on their sites: product lists, prices, phone numbers and physical addresses.

According to a recent BrightLocal survey, these are the four most important elements for local web marketing success.

  • 12 percent of people consider product lists to be the most important information on a page
  • 11 percent of consumers cite price data as critical
  • 11 percent think phone number as the information with the biggest impact
  • 10 percent of consumers consider physical addresses to be the most crucial facts on the page.

Prospects want action-critical information when they land on local business page

Brands that optimize their sites for local results will have a significant advantage over companies catering to search behaviors of the past. Users will have better experiences when they visit sites that anticipatorily answer their questions, and search engines reward these domains with prominent positions in results pages. It’s up to marketers to convince decision-makers that smart investments now will pay off in the long run.

The takeaway is that prospects want action-critical information when they land on local business page: Answers that will tell them if they want to visit the company or look for an alternative. There’s evidence that marketers may be having trouble convincing executives to invest in the tools and strategies they need to succeed. A separate study from Balihoo found that 18 percent of brands prioritize local SEO as an essential marketing effort, while 71 of marketers consider it “very important or essential.”

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  • Marcus

    Hey folks

    Local is certainly on the up and up in search and yet it’s surprising how few businesses are really looking towards local visibility in search and social as the way to get in front of local customers.

    Something we are seeing is that for something once so simple the complexities and requirements for local visibility are growing. Certainly, for larger businesses with multiple locations there is a need to get everything well structured on the site and have a landing page for local users that also satisfies the needs of Google etc for the local audience.

    The citation and local equity picture is growing more complex as well and where you have large companies with multiple offices it can be quite the task to keep this all 100% up to date across the whole local data ecosystem. Throw in some duplicate Google places pages, duplicate social media profiles and inconsistent branding and you have a recipe for local search invisibility.

    The smart businesses – from one man bands through SME’s to large national brands will start investing in local search now as it is these local customers on the search and social platforms that will be the lifeblood of their business going forward.

    Cheers
    Marcus