As more people prioritize supporting local businesses, it’s essential for your company to stand out in Google search results. You need more than foot traffic and word-of-mouth—you need to show up where people are looking for you online. With the right approach, you can turn curious searchers into paying customers.
Here’s what you need to know about how to attract local customers in today’s digital world.
How Consumers Perform Local Searches Today
They're using mobile devices
More than half of all searches are performed on mobile devices.
Why? Because people expect to have the information they need anytime, anywhere—and their phones make that possible.
A full 93% of consumers use the internet to find local businesses. Another 63% are willing to shop with a business if that website is mobile-friendly.
Further research from Google shows:
30% of mobile searches are related to location.
Searches including “where to buy” and “near me” have gone up by 200% since 2017.
76% of people who search on their smartphones for something nearby visit a business within a day.
78% of location-based mobile searches result in a purchase.
This is great news for any company looking to attract local customers, because mobile users often have “local intent” and are more likely to become paying customers shortly after searching.
They’re asking Siri, Alexa, or Google Assistant
Voice search continues to grow. In the U.S. alone, an estimated 135.6 million people use this technology when searching online, which translates to about 40% of Americans. Voice queries make it easier than ever for potential customers to connect with local businesses in the moment they need a product or service.
That’s why your website and online content should reflect the natural language patterns people use when asking everyday questions.
Three Types of Search Queries Your Audience Uses
As you continue researching your consumer base, pay attention to how Google and other search engines evolve. They adapt to user behavior, and it’s crucial to stay in tune with these changes if you want to attract more local customers.
Right now, there are three main types of search queries people use to shop:
Navigational
People already know the website they want (e.g., they type in your exact business name).
Make sure your website’s name is easy to remember so they can find you quickly, whether by direct URL or a quick search.
Informational
Searches for general knowledge (e.g., “Ergot,” “Oregon,” or broader product/service topics).
Using helpful content and targeted SEO keywords can guide these searchers toward your site.
Transactional
The searcher is ready to purchase something specific (e.g., “Logitech mouse M100,” “white bookcase”).
Paid search campaigns (like pay-per-click or PPC) help you appear in front of these high-intent buyers.
Seven Strategies to Attract Local Customers
1. Use a Responsive Website Design
Your website should automatically adjust to different screen sizes, ensuring a seamless experience for mobile users.
2. Keep Your Site Fast
70% of consumers say page speed impacts their willingness to buy. Since Google also factors page speed into mobile search rankings, a faster site means higher visibility.
3. Invest in Paid Search Ads
Paid ads can place your business at the top of Google results, especially valuable on smartphones where organic results are pushed further down the screen.
4. Maintain Accurate Online Business Listings
Update your Google Business Profile and other listings with your current name, address, and phone number (NAP). Search engines rely on this data to display local results.
5. Encourage & Monitor Online Reviews
Star ratings matter. Search engines factor them into local results, and positive reviews can help you appear in the local map pack.
6. Include Natural Long-Tail Keywords
If you’re a personal dog trainer, try phrases like “one-on-one dog training” or “dog trainers that come to your home.” This helps voice assistants and search engines match you with more specific queries.
7. Answer Common Questions in an FAQ Page
Address the questions people typically ask through voice search or typed queries. Doing so can boost your chances of appearing in featured snippets and voice search results.
Stay Ahead of Evolving Search Trends
Search engine algorithms and consumer behaviors are always changing. It’s crucial to keep up with the latest best practices, whether it’s mobile responsiveness, voice search optimization, or local listings management.
Looking for extra help? Our online marketing team is here to guide you every step of the way.
Talk to a member of our team or call us at (866) 622-5648 for help with your strategy and start attracting more local customers now!
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