By Marc Purtell | Director, SEO
Location, location, location. Every business owner knows that for retail traffic, it’s all about your location. Increasingly, this adage is being applied to search marketing and search engine optimization campaigns. Yes, we have entered the era of geo-targeted digital marketing.
Given the current state of both consumer search behavior and evolving search algorithms in search engines and social media platforms, geo-targeted marketing is moving closer and closer to the center of many digital strategies. Search engines have long been customizing search results based on users’ IP addresses and delivering search results relevant to users’ location and recent searches.
Whereas IP-based search represented the first phase of digital services focusing on user location, the SEO landscape has fully blown open to the possibilities of geo-targeted marketing. Location-based user experience variations are a huge part of mobile search, as well as social media search (specifically with the introduction of Facebook Graph Search).
Let’s examine why that is the case.
The Emergence of Mobile Search
A strong local search presence is important not only to occupy more relevant real estate within search engine results (organic and local listings) but also to stay competitive with the growing market share of Web users who are searching on mobile devices. There are approximately 187 million Americans accessing Web browsers on mobile devices. This number is increasing at a rate of more than 50 percent year-over-year, while the year-over-year increase of those accessing browsers on desktop devices was only 3%, according to the Pew Research Center’s Project for Excellence in Journalism 2012 State of News Media report.
With more Americans using mobile devices for Web searches, and the search engine results on mobile devices becoming more geo-centric, having a location-based digital strategy is essential. (more…)