(Search) Further research indicates that 93 percent of local shoppers use the Internet for research. This is a huge opportunity for marketers, especially considering 85 percent of all purchases are made within 15 miles from the home.
Local search just keeps getting better and better. Can you imagine a member of your local community typing a search phrase into Google or Yahoo! and seeing your search listing at the top of the page along with your very own search marketing ad right next to it. Studies show that most searchers will click on the organic listing for a search phrase. But about 10% will click on the search marketing ad. That’s a great opportunity for you. You may end up losing that 10% to a competitor if you don’t make another offering, and since you don’t pay for the advertising unless someone clicks on your ad, it’s well worth the added expense.
Plus, by having both an organic listing and a paid search listing on the same page, you increase your credibility. Your organic clicks will increase because of the search marketing ad. More people trust a company willing to spend money on advertising than a company that doesn’t show that willingness. So even if you never get a click, you’ll benefit. And why wouldn’t you advertise locally for key search phrases when you know that most people will drive to pick up the merchandise they want. They can go to you, or they can go to a competitor. Which would you prefer?
Great article… local search is gaining strength for sure.