Why is local web presence so important today? My name is Daniel Zayets-Volshin. Today we’re going to talk about local web markets. The reason why local web markets are so important today versus two years ago or five years ago is because of the evolution of how we approach search engine results in general.
The Evolution of Search
Ten years ago, it was desktop computers, and five years ago it was our laptops. Then the mobiles and tablets started to be introduced more. Today, pretty much everybody spends the majority of their time on these devices.
What’s important is that the format of the screen of these devices changed dramatically. Information needs to be very much streamlined from top to bottom. It affected pretty much everything about how the information is displayed in search results, whether its organic information, local information, or paid information from Google’s standpoint. In the beginning of the year, Google basically formatted the listings to display only the most relevant paid advertisement in the top portion of the page. The side section completely disappeared…
Local Search Results
From a local standpoint the information got compressed from seven listings all the way to three. So why is local information so important today?
If you doing a local search of some kind, the listing that you will call, most likely, is going to be the one that is going to show up close to your location and with the highest number of stars.
People no longer pay attention to Google ads as much as they used to, and the majority of the population knows they are paid results and the primary moneymaker for Google. So people tend to avoid those, unless they’re very well masked and can be perceived as local.
With that consideration, local gets the most value out of the search intent and search engine optimization. Therefore, if you’re not ranked locally, your chances to be followed by a customer will decrease.