What trends and tactics to use in local search

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Learn new trends and factors for visibility in local search. We'll advise you on how to re-present yourself to your customers.
Local search today is no longer just about listings, it's about engagement
Long gone are the days when reaching a local audience was all it took to list your business in local listings. Today, consumers want a personalized experience and engagement with local businesses through digital stores.

To gain trust from its consumers, a local brand must focus on providing relevant information and quality interactions . In today's article, we'll look at the trends that marketers absolutely need to know for better local search. How is the new local marketing done?

Trends and factors influencing local businesses
Consumers are increasingly switching from brick-and-mortar shopping to online shopping, yet about 49% of consumers prefer to shop from businesses with a local presence .

Google is focused on delivering a phenomenal online shopping experience and bringing diverse local businesses to potential customers, so the local retail revival continues to evolve this year.

When reaching local audiences, using high- quality and relevant co argentina mobile database ntent assets such as videos, reviews, messaging options to interact with consumers are all essential local tactics .

Complex customer journey and touchpoints
For local businesses, local customers account for up to 40% of total organic traffic. However, the customer journey to local search is not linear and involves multiple touchpoints and stages. Marketers need to think carefully about all the important stages and touchpoints, connect data across multiple channels, and then create the best possible customer experience. Connecting all of these systems is challenging, but it’s important to think carefully about all of these systems to ensure a consistent omnichannel experience.

Videos and images are important
What does local search look like? It’s increasingly becoming more visual and interactive. Lately, I’ve been seeing TikTok as an experiential search engine. And Google is seeing the social platform as a competitor. The platform is primarily attracting a younger audience that’s looking for a visual experience and prefers to use TikTok over Google .

Some time ago, Google SVP Prabhakar Raghavan noted that younger audiences prefer to look for shopping and dining suggestions based on reviews on Instagram or TikTok rather than using Google Search and Maps, for example.

That's not the only reason why visuals are important!

A study by Blumenthal showed that 36% of mobile SERPs are occupied by images . In practice, companies measure the success of their own images by getting 4x more conversions in Google posts than photos.

This means that marketers need to stop using photos. Instead, use original videos and high-quality images for each product or category in your Google Business Profile (GBP). Google uses AI to understand objects, logos, facial expressions, entities, and emotions in images. Images of the same subject can be interpreted differently. It’s a good practice to validate the relevance and quality of your images through the Google Vision API so you know how the image is being interpreted.