Engage Your Audience With Relevant Local Content
If you have a business which has numerous brick-and-mortar locations then it’s essential you have a local search strategy to drive traffic to those stores. With the BRIDGE Store Locator and Local Pages, you can create location-specific landing pages with optimized titles, meta descriptions and headers as well keyword-targeted content to drive traffic to those pages. You can also increase engagement by adding location-specific information such as store opening and closing times, details of promotions and reviews.
Why You Need Local Pages
INCREASED FOOTFALL AND PURCHASES
In 2016, 76% of people who made a local search on mobile visited the store on the same day. 28% of those then went on to make a purchase in-store.
Providing useful, customized information to facilitate a purchase will create trust: store-specific details such as the address, phone number, products and services offered and in-store offers allow a potential customer to make an informed decision to purchase from your store. Once they’ve made the choice and their first purchase, they will be more inclined to return again and again.
Creating in-depth pages focused on local content allows pertinent information to be delivered to a user. Based on specific SERPS (Search Engine Results Page – the page displayed by a search engine based on a keyword query), these localized pages will be read and understood by Google, and presented to the individual who searched for them. For example, if a potential customer in or nearby Norwich searches for H&M, based on their individual IP address, Google can identify a local page and present the user with the page for the H&M store in Norwich’s Chapelfield Shopping Centre.
of people who conduct a local search on their smartphone visit a related store within a week.
Source: Google/Ipsos Connect March 2016
of consumers who do a local search visit a store within five miles.
Source: WordStream, 2016
more local SEO traffic has been observed by BRIDGE clients within the first year of implementation.
Source: BRIDGE, 2016
Optimizing Your Local Pages
25% of users abandon a site after four seconds of loading. Optimization of site speed for local pages is therefore key for securing traffic and avoiding the loss of relevant local traffic to competitors.
63% of consumers use a search engine to find online reviews, therefore it’s important that the page features reviews and ratings from past and existing customers.
FINITE SEO DETAILS AND TARGET LOCATIONS
It is crucial to optimize the finite SEO details for existing pages and, at least to begin with, focus them on the most targeted locations. Businesses can do this by including their town or city in page titles and descriptions, along with the name of the product and/or service they offer. Page titles should be kept to 60 characters or less, and descriptions no more than 156 characters. If you know, for example, that the busiest of your UK sites is in London, start by developing the existing page and optimizing it for London, and then work on expanding to other locations from there.
Managing Local Content
Publish consistently. Google loves fresh content – the more updates, the better. Fresh content increases personal authority in the eyes of Google, while also keeping your audience informed and up to date. This is also an added boost to your local SEO ranking. Look at ways your can promote in-store events and sales, extended hours for the holidays season or the launch of new collections and services offered.
EASY MANAGEMENT WITH BRIDGE
Managing your local content, tracking success, and reviewing analytics is easy with BRIDGE. To find out more, visit our page about managing data and optimizing and analyzing success.
Converting Online Customers to Offline Customers
Online-to-offline commerce, or ‘o2o’, describes the process by which a customer undergoes a journey from an online channel to a physical store to complete their purchase. This conversion is achieved using specialized marketing solutions. BRIDGE is one of these solutions.
As a leading SaaS (Software as a Service) provider, BRIDGE can help you increase local search traffic through optimized local pages, convert traffic on your website into offline footfall (via features such as Store Locators), analyze performance and results for actionable insights, and manage all data and content through a single platform.