The way consumers search for things has fundamentally changed. The way it used to be, you would search “pizza,” and that would get you the information on pizza places in your area that you needed. How have things changed?
Now, we ask more questions. We’ve gotten more picky because we can be. We want to see reviews, a description, a website, and even what times the pizza place is busiest. Because of this, the way your business “listing” is set up will have to change to adapt.
Although still super important, having just your name, address, and phone information available isn’t enough. Think about how you search for information about a business. When we look for a business now, we often need to know more than location and contact info. We need to know about their products and their potential hours changes. How long will it take to get there? Can we get there before they close? Do they have curbside pickup available? Are they dog-friendly? Do they have public restrooms?
One of the main differences between people looking at your listings–on Google my Business, Yelp, or Maps–and at your website is intent. 73% of high-intent (i.e., looking to purchase) traffic goes to your listing first.
60% of smartphone users have contacted a business directly using the search results such as the “click to call” option.
What is the advantage of having all the right information in your listing? It helps with the “last mile of search.” Search engines and platforms track listing information in the same way they track SEO. Having ample and up-to-date information ensures that when someone searches “Best ______ Near Me,” your business appears high in the results.
What should you do to help? Fill your listing with keywords and useful information. Make sure your listing is consistent across platforms. And keep the information up to date as things change over time.
Over a two year period, there was a 900%+ growth in mobile searches for “_______ near me today/tonight.” How can you capitalize on this?