More than half of local, mobile search clicks result in calls directly to a business, according to a report from xAD. The company found that consumers searching for businesses in their areas are already highly convertible, and a strong search presence will help them find a company’s page quickly.
XAD said that targeted local search has a 7 percent click-through rate, compared 0.6 percent for displays ads. Moreover, 37 percent of those clicking on these links conduct some sort of secondary action, xAD found. Among these actions are calls to the business, information requests and searches for directions, among other things.
Local and mobile SEO campaigns are becoming increasingly prevalent among businesses already using desktop search strategies. Essentially, focusing on more geographically relevant keywords and subject matter drives discovery and clicks among searchers looking for nearby businesses.
Like other integrated campaigns, SEO strategies will be most successful when desired audiences are reached with relevant content.
Brafton recently reported that mobile searches spiked on Valentine’s Day with last-minute planners looking to make reservations quickly. Additionally, searches for Valentine’s Day-related gifts saw similarly high volume on Tuesday.