Why You Need To Stop Neglecting Local SearchThe definitive local search study was released recently, (the details of who conducted and commissioned the study are below) and while I will go over the details in, well, detail, one thing is perfectly clear – mobile devices are the rising star in local search. In fact, the study found that “the number one activity on mobile devices is search.” Let’s repeat that again for emphasis – “the number one activity on mobile devices is search.” Mobile search has grown substantially in the past few years and continues to bloom. 86 million searchers are accessing local business information on their mobile phone, which is a 63% increase since 2010. More specifically, the total number of U.S. searchers on mobile phones grew steadily last year, from 90.1 million mobile phone visitors to search/navigation sites or apps in March to 113.1 million in December, a 26% increase. That’s a 26% increase in just ten months. What does this mean if you are a brick and mortar business attempting to entice prospective clients to check you out, or even better, find you and pay your business an in-person visit? The bottom line is if you do not have a solid presence online, you are losing these prospects.
Here are some fun facts for you to help illuminate the point:
- Four out of five searches via mobile devices lead to a purchase – often within a few hours.
- Mobile phone searches have the highest conversion rate – close to 80% of mobile phone searches end in a purchase.
- Nearly three out of four mobile phone searches that converted brought the customer into a brick and mortar store.