Local search drives consumers to take action

According to the "US Local Online Advertising Forecast, 2007 to 2012" released by Jupiter Research, "local search advertising will increase at a 13 percent compound annual growth rate from 2007 to 2012."

According to a recent comScore Networks study, the search industry overall is expanding rapidly, with the total number of U.S. searches having grown by 31 percent between June 2008 and June 2009 (21.9 billion total searches in June 2009). Internet search engines continue to be a primary source for local business information, although the data remains little changed from 31 percent in 2008. Among the search engines, local search sites increased in usage, from 11 percent in 2008 to 12 percent in 2009.

Other Key Study Findings

The closer, the better: Nearly two-thirds (63 percent) of respondents in 2009 stated that they expect their search results to reveal businesses within 15 miles of their homes or places of work. This statistic is significantly higher compared to 2008 (59 percent) and 2007 (52 percent), proving that consumers expect more relevance in their business searches.

Online and Offline Search Used for Different Reasons

Holding true to last year’s results, online search is used earlier in the purchase process than offline search. The primary reason survey respondents search online first is to research the best products or services to buy and to identify businesses that can fulfill their need. In fact, four out of 10 consumers, or approximately 39 percent, engage in online research to aid in purchase selection. Only 17 percent of consumers go offline to research.

These findings reveal that online search is a vital channel for marketers seeking to generate local leads and sales, yet offline media still holds practical relevance and value in the consumer purchase process. Based on the ever-fragmenting competitive landscape, businesses are beginning to see value in adopting a diversified-marketing approach for their business.

What does this mean for your business?

If you're running a small business and never worried about the Web before because you only sell locally, you need to think again. At a minimum, your business needs an informative and compelling Website that is search engine optimized for your local community.