Locally targeted ad spending by U.S. national brands is projected to grow from $54.4 billion in 2014 to $68.9 billion in 2018, according to BIA/Kelsey’s U.S. Local Media Forecast. More than two-thirds of the brands surveyed by BIA/Kelsey say they already invest in local marketing initiatives.
Consumer demand for online local information is driving much of this growth. Four in five consumers now use search engines to find local information, according to Understanding Consumer Local Search Behavior, a research report published by Google/Ipsos MediaCT/Purchased in May 2014. The vast majority of those consumers – 88 percent – search on their smartphones.
This whitepaper provides a step-by-step approach to help multi-location enterprise businesses or brands maximize the value of their local search engine optimization (SEO) efforts. Multi-location brands will learn:
- How to measure the effectiveness of your local SEO efforts;
- How to quickly track local search performance with automated local search reports; and
- How to use summary reports to compare reports with conversions. (i.e., are higher rankings or more online reviews delivering conversions?)