To what does the term “Local Search” refer anyway? Well, Wikipedia defines is as “geographically constrained searches against a structured database of local business listings,” and gives examples such as “Hong Kong hotels”, “Manhattan restaurants”, and “Dublin Hertz”.
If you’re one of the more than 1 billion smartphone users who use mobile search daily, you’ll likely have seen a message telling you that your search app wants to know your location. That’s because when it comes to mobile searches, which now account for around 45% of all product or service related searches, the location is determined automatically. So if you were in say Caloundra, and you entered “car rental” into the search, the actual term searched would be “Caloundra car rental”.
As the number of these local searches explodes, developing a comprehensive local search strategy is critical for all businesses that service a set geographical area.
Statistics Tell the Tale
These stats demonstrate the importance of having a local and mobile search strategy: