A report from YP and Street Fight found consumers who use smartphone and tablets along with a personal computer conduct an average of 21 local searches per week. PC-only users send about five local searches per week, and people relying on PCs and smartphones send about 13.5 queries each week.
YP and Street fight polled 1,100 American adults and found 40 percent use local search every day. Whether it’s finding information about nearby businesses or inquiring about product availability, consumers rely on local search to make their lives more efficient.
“Local search is not only pervasive and growing, but also changing in ways that are important for consumers, businesses and the search industry,” the report said. “With smartphones and tablets in hand, consumers are using mobile devices to search at work and school, on the go and even while watching TV.”
Marketers developing content marketing and SEO strategies can make adjustments to maximize visibility for local audiences. Ensuring location data is easily available and adjusting site content to include geo-friendly keywords are among the best ways to appeal to those seeking local content. B2C businesses see the most traffic and attention from nearby seachers, the study found. Grocers, hair salons and retail stores were among the most frequently searched for companies in the report.
Making adjustments to a search marketing strategy to make it easy for nearby audiences to find a business is imperative for brands at this point. Search engines themselves are simplifying the local search experience for their users. For example, Brafton highlighted Google’s Handwrite feature, which allows users to trace queries onto their smartphone or tablet to expedite the process of sending a query.