The local business directory resides in the pockets and purses of consumers like me who are click-to-callaholics. A MarketingSherpa study suggests only 37% of the companies have claimed their free local business listing on one or more search engines, according to a white paper scheduled for release later this week.


Consumers are using mobile devices to find local businesses, but the local businesses are not online. What’s wrong with this picture? The white paper from Covario’s software unit Rio SEO suggests that most local businesses are not optimized for local search marketing.


Lost opportunities result when consumers can’t find retailers and merchants in search engines for strategic keywords at the time shoppers look to buy, according to the white paper author Bill Connard, founder of Top Local Search, acquired by Rio SEO. He notes two lost opportunities: brands are not locally optimized for local keywords, and brands are not maximizing conversion tools for the Web and Mobile Web.


Search marketers need to start thinking about local desktop and mobile media in ways that are similar to a multichannel advertising campaign. Covario’s Rio SEO software unit will release two white papers Thursday focused on how companies with multiple locations can achieve the best local and mobile search results.


One paper, “How the Top Retailers and Service Providers Achieve Top Local Search Results,” speaks to “top retailers and service providers,” but all businesses with more than one location can use the advice. It provides a five-step process covering methods to support local search results on mobile sites, as well as creating a plan to update all company information across the Web.