A report from Telmetrics found that consumers who search for restaurant information on their smartphones convert shortly after receiving their results. The data shows that in consumer products and services industries, the reward for a strong search presence can be greater sales at stores and locations.
Developing website content that helps appeal to nearby searchers and provides them with relevant information quickly can make SEO a profitable part of a marketing strategy. According to the study, 64 percent of consumers searching on their smartphones go to the nearest location within one hour. While just 44 percent of tablet owners are likely to do the same, the benefits of developing local content for these businesses are clear.
Mobile search has become the source of fast, actionable information across a number of industries. For restaurants, consumers are likely to make calls, seek directions and find locations. Meanwhile, Brafton recently highlighted data from YP Insights that found similar trends for financial services companies, automobile repair shops and others that provide instant services.
Local search’s value in helping consumers make decisions has led both Bing and Google to make improvements to their SERPs by using data from other sites and organizations. Brafton highlighted Bing’s integration of Yelp data earlier this year, as well as the launch of Google+ Local, which draws on the company’s acquisition of Zagat.