Mobile marketers and multi-location businesses have before them one of the most significant marketing opportunities in recent history. Google recently announced that mobile search volume has finally overtaken desktop search not only in the United States, but in ten countries including Canada and Japan. Given the overwhelmingly local intent behind mobile searches (56% of mobile searches have local intent, according to Google), local marketers skilled in mobile have a distinct competitive advantage in their industries. The rise of the mobile-only searcher and the growth of multi-screen, multi-device browsing have created unprecedented opportunity for local businesses to connect with motivated consumers in the moments that matter. Enhanced visibility in this mobile local space is the doorway to the least costly, most relevant traffic available today.
By Bill Connard / VP of Local Search Solutions Retailers with multiple physical locations face unique challenges in local search. Chief among them is the fact that managing local SEO for stores requires an ever-increasing knowledge base and skill set. As map listings, reviews and ratings, discussions and user-generated content have converged with your own SEO efforts in impacting your local search rankings, it’s become crystal clear that manual, time and labor intensive SEO management methods have outlived their utility. Marketers have a responsibility to their brand or client to ensure the greatest performance at the lowest possible cost – to generate the best ROI. While SEO practitioners have historically struggled to prove this value, the volume and depth of the data now at our fingertips makes the value of local SEO both measurable and defensible.
Rio SEO recently analyzed the cost-per-click (CPC) of engaging customers who practice what we consider Best Practice Local SEO in some of the most competitive industries using our Automated Local SEO platform and the benefits experienced. The study was performed to review a large group of multi-location retailers in the fashion, sporting goods, department stores and auto parts industries, Identify their processes and best practice local SEO tactics and measure the ROI through a cost per click or acquisition method for comparison to their average cost per click through paid campaigns. Our findings show that decisions must be made unilaterally across channels to excel in local search. The pain points and difficulties with managing local SEO involve many departments and time-consuming factors that are uncontrollable when unidentified prior to embarking on a Local SEO campaign including the strategic disciplines required for achieving data fidelity across hundreds or thousands of individual locations.