Local Marketing Blog

Local Search Consumer Behavior Trends By Industry January 2021 Update

February 23, 2021|

Each month, we evaluate the local search performance of 200,000+ business locations to bring you new consumer search behavior insights. As the Coronavirus pandemic and associated social distancing and public health measures across the United States continue to impact local businesses, these benchmarks help brands understand how locations are affected in different industries. In this post, we will discuss local consumer search behavior trends January presented. In reviewing how local searches and conversion actions including clicks from local GMB listings are trending, your brand can formulate a strategy to better meet local consumers in the moments that matter with your

How Google is Helping Healthcare Brands Boost Visibility for Vaccine Availability

February 22, 2021|

The Coronavirus has kept the entire world on our collective toes, and the world’s most popular search engine is not slowing down in making new features and functionality readily available. In December, Google revealed that it had launched over 200 new products, features, and initiatives in response to COVID-19. One of these new features is ensuring vaccine availability information is visible to searchers. New Google My Business listings features of particular importance for enterprise brands include COVID-19 Posts, Secondary Hours, Insurance Links, COVID-19 Attributes, and more. Now, Google plans to display state and regional vaccination distribution information on Search to

Guide to Local Curbside Pickup Marketing for Enterprise Brands

February 16, 2021|

If you found your brand in sudden need of low-contact order fulfillment methods with the onset of COVID-19, you’re not alone. Restaurants, retailers, and other local businesses were left scrambling to establish new ways of doing business as consumers were forced out of shops, workplaces, and routines.  Curbside pickup, in particular, became an attractive option for customers looking to have their needs met without potential exposure to the virus. Early on in the pandemic, in April 2020, Google was already recommending that businesses use pickup, delivery, and curbside pickup attributes to highlight the availability of these options in Google My

2021 Local Marketing Predictions and What’s to Come

February 15, 2021|

Staying at the leading edge of the local search landscape means making sure your brand is positioned to take advantage of new features and functionalities as they become available. Lately, the updates have been coming out fast and furious as Google has kept pace with rapidly changing local consumer and searcher needs and behavior. Check out these new and emerging Google My Business (GMB) features as well as a few things outside of GMB that brand marketers will want to keep your eye on in the coming months. More Granular GMB Insights Data Google recently announced that “Business Profile Performance

Older Google My Business Posts Are Resurfacing: The Pros and Cons

February 10, 2021|

We’ve had several reports that older Google My Business (GMB) Posts have been displaying for clients in recent months. These have been coming up for a while—at least since the beginning of 2020—and unless you delete existing Posts, there is a chance that they could be triggered and reappear in Search on your listing at any given point in time. What does it mean for brands to have GMB Posts reappear after the period in which you expected them to display? And, is there any value in older GMB Posts displaying on your local listing? Resurfacing Google My Business Posts:

Rio Release Notes (February 2021): Enhanced Local Reporting User Experience

February 8, 2021|

Having accurate insight into your individual locations and in aggregate is crucial for growing your brand. With the ability to discern your strengths and weaknesses, your business can better identify areas for improvement, have the transparency to see where you’re excelling and establish benchmarks for underperforming locations. However, if you don’t have a robust reporting solution, you miss these opportunities and potentially sacrifice quality customer service and sales. In an effort to provide our customers with innovative, constantly evolving reporting technology that simplifies their local marketing endeavors, we recently released a number of new enhancements to our suite of products;

‘Near Me’ Searches Up Dramatically as Online Shoppers Still Look to Buy Local

January 27, 2021|

Brick-and-mortar businesses who have been fighting off Amazon for years found themselves overwhelmed by local customers looking for the same ease in online shopping experiences at the local level due to the pandemic. Even when it was not necessarily safe (or in many cases, permitted) to shop in-store, customers sought out ways to keep spending their dollars at the local level. According to Google, ‘near me’ searches grew more than 100% in 2020 over the year before. What’s more, a recent Nextdoor survey found that 72% of consumers say they will frequent local businesses more since experiencing the pandemic. How can

GMB API 4.8 Update: The Impact on Hospitality & Healthcare Brands

January 25, 2021|

Google launched version 4.8 of its Google My Business (GMB) API in mid-December, 2020. What does this update mean for enterprise and multi-location brands? In this post, we’ll take a look at what this update impacts enterprise brands, specifically focusing on the two verticals it affects most: hospitality and healthcare. What’s New for Hospitality Brands? Historically, hospitality listings have been more generic in GMB than on other hotel comparison and booking sites. With the GMB API 4.8 update, hotels and other lodging brands now have access to 100 new attributes for hospitality businesses and their room types. This better enables

Nextdoor: The Neighborhood-centric Local Marketing Platform [Webinar Recap]

January 22, 2021|

One of the biggest challenges local marketers face is effectively reaching local customers in the moments that matter. What’s more, it becomes increasingly difficult to target those hyperlocal customers and their surrounding neighborhoods.  Despite continued unpredictability and enhanced safety measures across the country, we’ve found consumers are continuing to seek local businesses near them. In fact, searches for ‘available near me’ were up over 100% in 2020 compared to 2019. This finding further surfaces the need to prioritize reaching those nearby customers on the platforms they know and trust. One of those local marketing platforms which you may have not

Local Search Consumer Behavior Trends By Industry December 2020 Update

January 19, 2021|

Since COVID-19 sent brands worldwide into uncharted consumer behavior territory, we’ve been finding ways to help establish new benchmarks. In this ongoing series of monthly local search trends, we are uncovering insights from 203,600 enterprise locations to illustrate how COVID is impacting local search volume, views, and conversion rates. In this post, we will discuss local consumer search behavior trends December presented. In each of these analyses, you’ll find local search insights broken out by the following verticals: business services, financial services, sit-down and quick service restaurant, hotel, retail, and healthcare verticals.   Local Consumer Search Behavior Trends December Update This