Local search (Internet)
Evolution of Local Search
- Local search is the natural evolution of traditional off-line advertising.
- Consumers used to rely on local newspapers and TV and radio stations for local product and services.
- With the advent of the Web, consumers now use search engines to find local products and services online.
- The number of local searches online has grown rapidly while off-line information searches have declined.
- Local product and service providers are shifting their advertising investments to local search engines.
Methods of Local Search
- Local information can be searched through search engines, which often return results from directories and maps.
- Google presents results from its directory, Google Business Profile, in Google Maps and search engine results pages.
- Apple Maps can also be used to search for local information.
- Search engines allow local businesses to upload their data to local search databases.
- Other local search engines include Windows Live Local, Yahoo! Local, and ask.com's AskCity.
Local Search Results
- Google can display a business's information in mobile or desktop search results and in Google Maps results.
- Local search results often include a local pack that displays three listings.
- The local pack can be expanded to show more local results.
- Local search results can include organic results and ads.
- Google's algorithm updates, such as the Venice update, have improved local search results.
Ranking Factors in Local Search
- Major search engines use algorithms to determine local search rankings.
- Proper categorization in business directories and a business's name, address, and phone number (NAP) impact local search rankings.
- Citations on relevant websites, such as chamber of commerce websites, also influence rankings.
- Backlinks and content with local keywords are important ranking factors.
- Having a verified Google Business Profile Page with reviews and photos positively affects rankings.
Private Label Local Search
- Local media companies are adding local search to their websites to attract local search traffic and advertising revenues.
- They develop their own technology or license private label or white label local search solutions.
- These solutions are based on in-house business listings databases.
- Local media companies aim to compete in the local search market.
- Private label local search helps them provide relevant local information to their audience.