If you go by the stats, you will acknowledge that with every passing day, people are deviating more and more towards mobile search for local listings. This is why optimizing for local search results has become so imperative in the present time. If you are still trying to skip the stone, you are definitely missing a huge amount of local traffic and potential customer base.
Google has recently been adamant on bringing significant improvements to the relevancy of local search results. Everything ranging from the Pigeon Algo update to promoted pins emphasize on the same. Since majority of the searches is now happening on the mobile, it falls into the right place.
Evidently, the two platforms – desktop and mobile are completely different. While you use one at your home, the other is used in real time and on the go. When a person searches on their desktop, the intent is usually to plan the future. However, in a mobile search, most of the times, a user is looking for instant gratification. It explains why local search results in mobile often give way to high conversion rate for businesses. Therefore, you must emerge out as a quick solution to the searchers if you want to ace in this domain.
Reputation management, back links building and listings are some things that will work in a similar fashion as they do with the desktop. However, let us focus on the additional couple of things in this article:
It is a common practice to use long tail keywords when we are addressing desktop users. However, how much do you personally type on your phone before searching for something?
To get high rankings in the local search results on mobile, you will have to go or the shorter phrases or keywords because that is what the potential users will be typing in their respective phones. A fresh research on keywords can definitely help because then, you can simply focus and plan the keywords that are most likely to be searched by users when they are using their phone.
Additionally, you will also have to work on the pages of your website, especially the ones on which the user will be go after clicking your link in the search results. Shorter content is the king when it comes to local search results on mobile. Any day, it a page with crisp and short content leads to better conversions than the pages that are content heavy.
Paid traffic complements the organic traffic in a manner that it becomes essential. It boosts your traffic instantly while if you focus on short keywords, the local search results on mobile are hard to ace.
When people are conducting local searches, do remember that they are most likely looking for something nearby. Therefore, it is wise to add your location with the ad. You can try to break ads according to the locations or use the dynamic keywords to achieve that with every ad group.
If you are not using mobile ad extensions, apply them now! Location extensions, click-to-call ads and sitelinks are a must addition.
Additionally, you can also try promoted pins because they can offer a good conversion while people are using Google Maps. This can help you even if you are not a well-established brand.
Every day, the number of people browsing through local search results is increasing and therefore, if your business or services are not showing up among those results, you are losing many potential conversions.
However, if you implement the tips that we have discussed above, you can top the results and gain a lot of traffic.