Online search is constantly evolving, and the local search space is especially changing. Google reevaluates its algorithms and results pages regularly, making keeping up with the latest search trends a full-time job for many marketers. In 2018, these changes are expected to continue as new features and tools become available.
Google’s location-based searches are growing rapidly, and so are consumers’ expectations. So, what key changes should you be aware of this year? We’ve updated our popular infographic, Local Search Evolved, with fresh approaches and statistics, giving you the tools you need to boost search engine rankings and expand your business. Here’s what you need to know as you evaluate your local search strategy in 2018.
Mobile’s Impact on Local Search Behavior
When it comes to online search, Internet- and GPS-enabled smartphones have completely changed the landscape. Search has become even more localized in the past few years—in 2017, 61 percent of consumers primarily used a smartphone to access the Internet. This shift is significant because with the move to smartphones, searches are likely to be local.
The vast majority—82 percent—of smartphone users rely on search engines when looking for local businesses, and over a third of these are related to location. In the past, consumers had to manually localize their searches by adding a ZIP code or other information. Today, with GPS services enabled, a smartphone user doesn’t need to input any location information when conducting a search—Google does this automatically.
Local Search Is Driving Small Business Growth
We know that the popularity of smartphones has had a profound impact on how consumers find nearby products and services, but how will it affect business growth? The results are profound—mobile devices are expected to influence $1.4 trillion in local sales by 2021.
So, why does local search lead to a boost in sales? It’s because local searches often lead to action. A whopping 72 percent of consumers often visit a store within five miles of their location after performing a search. Plus, 28 percent of nearby searches result in a purchase. Essentially, attracting the local search market means that you’ll have first access to those who are in the last stage of the sales journey.
This is great news for small businesses, which can use local search to their advantage by optimizing their website pages. As Google focuses more on ultra-relevant results, small-business websites with well-crafted content will become even more prominent on the first results page.
