#SEOPodcast286 – Six Local SEO Stats Every Online Marketer Needs To Know
Chris: That’s cool. Certainly newsworthy on SEO Podcast. I just thought we’re talking about cards getting hacked regularly. So, some guy has created a $32 device that as you approach your car and your key fob is communicating with the car, it steals your code as you’re getting there and then it can use the code to unlock next time.
Chuck: This is not surprising because the more you allow technology, the more vulnerable you are.
Chris: To technology hacks.
Chuck: To technology hacks.
Chris: It used to be they had to have your key.
Chuck: Yeah. Now you just need to be close enough to your car.
Chris: By the way, I just love fobs. I’m willing to have someone occasionally steal my vehicle for the convenience of a fob.
Chuck: On not using your key.
Chris: I still get to my house and, like, why do I have to use a key? This is ridiculous.
Chuck: It’s far from my house door, really sucks.
Chris: Yeah. Then they’re right in the house —
Chuck: Then they’re stealing your car while you’re home.
Chris: Yeah. So here’s the next — this is about Google’s Ten. They actually created a site upgrade. It’s Get Help with Windows 10 Upgrade and Installation Errors. That’s how bad this roll-out has been. It’s a website created by Microsoft. I just thought that was interesting. And then one of the complaints was a guy woke up and his wife was looking at his Windows 10 device. She’s, like, “Honey, why do you have all your porn images scrolling across your desktop?”
Chris: So, Microsoft, if there’s one thing you shouldn’t —
Chuck: Yeah, is create slide show with private images and display on desktop as a default feature.
Chris: It should be 18 clicks. “Are you sure? You could have porn in here. Are you sure?”
Chuck: Yeah, quadruple verification via email.
Chris: “It looks like your wife. Are you sure? It looks like you without your wife. Are you sure?” Yeah. So, that’s all my news.
Chuck: I’ve got a little bit of news. I’ve got a little bit of news. I thought this is cool here. Uber confirmed Monday that it picked up Microsoft’s mapping assets for an undisclosed amount. TechCrunch actually reported that 100 of Microsoft’s Bing map employees and engineers are going to move to Uber.
Chris: Oh, wow.
Chuck: They’re going to work there. They also gained a data center, cameras and some image analyzer software. That’s a big up for Uber. They’ve been making some great strides in this industry, and I like how they’ve been able to do business with both Google and Microsoft. Consider that. Google considering partnering with Uber for the sake of deliveries. And now they’re using Microsoft’s mapping system so they won’t have to rely on Google’s mapping system as much. Interesting. Good job, Uber, keep going.
My last news is moving out to Twitter. Twitter made a change as well so, now, anybody who sends a direct message, DMs aren’t limited to 140 characters anymore. You can send a whole damn email in DM if you want to. That’s a 10,000 character limit. It makes sense because if we’re following each other and we’re DM-ing back and forth, I need to be able to send you a full message. I shouldn’t have to move this conversation to email or to a different platform. Let me finish it here.
Chris: How am I supposed to complain about United Airlines in 255 characters? Is it 255?
Chuck: No, it’s 140.
Chris: With 140 characters. Now I have —
Chuck: Well, you can’t unless you’re following them and sending them a direct message.
Chris: Right. So how am I supposed to complain the details, to complain in general with 140 characters?
Chuck: Details, I didn’t think —
Chris: Then when they hit us back and say, “Oh, what happened? We’re so sorry. We’d like to make it right.” Yeah.
Chuck: You still have to be following me in order for me to DM you. Follow me and then we’ll send you —
Chris: Yeah. So I don’t post this —
Chuck: Before I post this here to you instead of on you or on Google+.
Chris: Or on Twitter. In general, I know how to do 140 characters.
Chuck: Break this down into 40 tweets. This mad man tweeting, all caps and everything.
Chris: That’s funny.
Chuck: Yeah. You probably don’t want that.
Chris: Cool. All right, is that all of the potatoes?
Chuck: That’s all of the potatoes.
Chris: All right, time to get into the meat of the podcast. This is Six Local SEO Stats Every Online Marketer Needs To Know.
Chuck: Yeah. We’re talking local SEO stats. When I saw the headline, I was, like, okay, stats. I’m a stats person. I spend a lot of time in analytics and doing those things and so the word stats is actually the word in the whole title that caught my attention. Then local SEO stood out next. The fact that it says six meant, okay, there are six points that we can go over with you guys.
So I had to dive in first. So, a punch in the face to Jayson DeMers and the good folks at Search Engine Land. I thought it was a great article, Six Local SEO Stats Every Online Marketer Needs To Know.
Number one. He says, “Local searches lead 50% of mobile visitors to visit stores within one day.” Let me say that again. Local searches lead 50% of mobile visitors to visit stores within one day. Makes sense. I probably fall under that category. As a matter of fact, he goes on to say, “50% of consumers who conducted a local search on their smartphone visited a store within one day, and 34% who searched on the computer or tablet did the same. This means that ranking in local search has a direct impact on in-store traffic.”
He’s absolutely right, and this is something we’ve always said that that line is blurring between offline and online conversions. People are constantly searching online about what their next physical move would be. I’ll search online first. I’m going to do my research and then I’m going to go look. That goes for anything. Whether you’re shopping at Wal-Mart, you want to go price shop before you go. Or maybe you’re looking for real estate and you want to look at homes. Before you go and look at them, you look at them online. People do those things.
I’ll add this. Make sure that when you’re doing your SEVO, your search engine visitor optimization, that you highlight the benefits of coming to your store. Maybe you do have a brick and mortar building, and you’re doing some SEO, and people are finding you on a Local search on Google or maybe some local Foursquare search or some Swarm search or TripAdvisor, whatever it is, you want to make sure you highlight the benefits of coming to that store.
Maybe you offer free samples. Maybe you have some celebrity appearances. Maybe you offer some coupons that they can download and bring into the store. The key is make sure you highlight that information especially on that page that’s ranking in the local search. That way, when they search and they find, you can highlight the reasons on why they should come in, apparently, the next day is one out of two, does. Yeah. Make sure you highlight that information, the benefits to come into the store.
Chris: Number two.
Chuck: He says, “More than 60% of consumers have used local information in the ads.” I’ll read that again. More than 60% of consumers have used the local information in the ads. Dig this, 67% of smartphone users want their ads customized by what? City, ZIP code, things like that, 61% want theirs customized by their immediate surroundings. That’s why we see a surplus of near-me type searches; coffee shop near me, Italian restaurant near me, Mexican restaurant in this area. People are searching like that. 61% use the address or phone number in the ad.
Chris: Do you search like that?
Chuck: I search like that vocally.
Chris: But do you say, “Near me.”?
Chuck: Well, I have, but now I don’t because I know it’s going to be near me.
Chris: Because you know the map is going to show near me, right.
Chuck: Yeah. So I haven’t as much as I have before.
Chris: We’ll call those neophytes who search like that. “I need a restaurant near me.” You’re going to get them near you anyway. You didn’t need to say, “Near me.” That’s what Siri should say.
Chuck: I think the bigger difference is we work in search.
Chris: Yeah, so we know.
Chuck: So we look at it from a different perspective. I know this is going to do this. That’s why I don’t type Houston on any of my searches because I know I’m getting Houston results.
Chris: Siri could say, “Are you sure you want it near you and not in Paris?”
Chuck: “No. I was going to show you something near not you.”
Chris: Not near you.
Chuck: Not near you. That’s very good. He also says, “68% use the ‘Get Directions’ or ‘Call’ buttons.” He’s talking about in the ads. What does that mean? That means if you’re doing paid ads, turn on your ad extensions. You should make sure, depending on your CTA — again, if you’re trying to draw foot traffic into your store, your ad extensions should be an address.
Chris: Get directions.
Chuck: Get directions with the link here that you can tap that or open up your navigation. Or maybe you want people to call first and then come, then you ad extension should be call. Or maybe you have multiple locations. You’re a fast food restaurant. Your ad extension should be your search by ZIP code because they have all those kinds of features. But take advantage of the ad extension because according to the ad, 68% of people use the local information that’s in the ad.
We’re talking about in the ad. This is not on the site. This is not on the page after they’ve clicked. This is in the ad. So make you sure you do that. I would also say, on certain pages, you may want to put certain information in your meta description. Why? Because that’s not a paid ad, that’s an organic listing. It’s still an ad, and you can also convert them from that place as well.
Chris: Yes. SEVO starts at surf.
Chuck: Starts at the surf. Number three.
Chuck: He says, “88% of consumers trust online reviews as much as personal recommendations.” 88%, that’s a lot. That’s almost 90.
Chris: Yeah. That’s everyone.
Chuck: It’s everybody. That one guy doesn’t count. There’s that 1.2 person.
Chris: The other 12 leave crappy reviews that they don’t believe in.
Chuck: Exactly. Or they blame the product when it was the delivery.
Chris: The UPS guy.
Chuck: Eighty eight percent of consumers trust online reviews as much as personal recommendations. He goes on to say, “Search for your business name, as well as keywords you think your prospects would be searching for. See which review sites are displayed most prominently and then get to work.”
What he’s saying is file your company name and do a search for it, plus your target phrase or your target service. Whatever shows up under your company name — because your [0:19:59] [Indiscernible] company name, if it doesn’t, call us — after that, then you’ll likely see Google. You’ll likely see BBB if you have profiles there. The key is to figure out which ones are showing.
If you have great reviews and a great structure there, awesome. Proceed. If those reviews suck, well, at least now you know. Now you need to put some stuff in place to fix that because he’s absolutely right. People do trust online reviews as much as personal recommendations. Frankly, I may trust the online review more than a personal recommendation.
Chris: Well, and there are so many cases where you literally can’t get a personal recommendation.
Chuck: Because they never did —
Chris: You’re in the tech industry. So, you may be interested in a piece of software that nobody you know is interested in or —
Chuck: And the only recommendation is from the cousin of the guy who made it.
Chuck: Yeah. I’m definitely not going to do that. I’m going to trust these WordPress reviews about this plug-in before I install it. Or maybe I’m out of town and none of my people have been there. I’m forced to look at these reviews and —
Chris: Or ask the bum on the corner who’s asking for money.
Chuck: He may actually have a good opinion.
Chris: He’ll certainly know the cheapest place to eat or the best place to get handouts.
Chuck: Exactly, probably both. The key is people look at reviews. People look at them for hotels, restaurants, clothing stores, retail establishments, service providers. It doesn’t matter what type of business you’re in. In this day and age, reviews are paramount to people using your business.