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Local Search Still Matters in an Online-Shopping World

Local Search Still Matters in an Online-Shopping World

It’s no news that the global pandemic of 2020 accelerated the adoption of digital technologies by a landslide. A McKinsey Global Survey shows companies have sped up digitizing their internal operations and consumer and supply chains by three to four years, while the share of digital products has accelerated by a remarkable seven years. We spoke to the many digital changes small business owners made to stay afloat during the COVID-19 pandemic in a previous post, but while 83% of U.S. shoppers will admit that the COVID-19 pandemic changed the way they shop, it may not be in the ways you think.

Launching a digital shop was a crucial move for businesses working to stay afloat amid quarantines and closures. However, the increasing consumer desire for convenience and their growing social consciousness demonstrates that local search efforts still matter. Here’s why local search should still be a high priority for your small business:

Why Local Search Still Matters for Small Businesses

1. The pandemic created an upsurge in hybrid shopping behaviors.

But as the world opens back up and things return to normal, consumers are seeking out the convenience of local pickup and delivery options. The ease of online shopping combined with the convenience of local pickup or delivery has become more appealing than ever, with 50% of U.S. shoppers stating they foresee themselves selecting curbside pickup options long after the pandemic is over. As search habits shift from “clothing store near me” to “clothing store near me curbside pickup,” brands will want to ensure they are not just meeting consumer desires for hybrid shopping options but also employing keyword tracking and listing optimization tools that keep them in the know on what nearby consumers are searching for online; allowing them to optimize their online strategy for local search.

50% of U.S. shoppers foresee themselves opting for curbside pickup long after the pandemic is over.

Think With Google via Chatmeter

Searches for “support local businesses” have increased by 20,000% year-over-year globally.

Think With Google

2. Local shopping is on the rise.

Last year’s pandemic ignited an increased awareness of the importance of local community on a global scale. Shutdowns and stay-at-home orders redirected consumers to be more socially and locally conscious, and their shopping patterns confirm this. Google has shared that there has been a 20,000% increase in “support local businesses” searches globally year over year! As a result, SMBs should be optimizing for these types of searches across their marketing efforts.

3. All businesses benefit from optimizing for local search—even those that are online-only.

Yes, that’s correct. Even online-only businesses benefit from optimizing for local search. When you consider that 93% of consumers read online reviews before purchasing a product and 81% of consumers go online before heading out to the store, local SEO makes sense. Learn more about why online-only businesses should still focus their efforts on local search in our previous blog post here.

46% of all Google searches are looking for local info & 4 in 5 consumers use search engines to find it.

SEMRush

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office