Why local search should be part of your e-commerce strategy

Editor's Notes

• #4: We’re going to compare the similarities and differences between local SEO and Organic SEO for On-site, Off-site and Social drivers.
• #5: Organic SEO – non-paid search listings, without localised contact details. This could be national or local keywords. Google Local – has been branded Google Places, Google+ Local, and now Google My Business. As soon as you specify a location OR Google deems that your search is local, the results are very different. Local Search is different to conventional organic search
• #6: Organic SEO – non-paid search listings, without localised contact details. This could be national or local keywords. Google Local – has been branded Google Places, Google+ Local, and now Google My Business. As soon as you specify a location OR Google deems that your search is local, the results are very different. Local Search is different to conventional organic search
• #10: YOU’RE EITHER THERE OR YOU’RE NOT! An Address is a Strategic Advantage in local search location is a major filters for search – basically if Google deems your search ‘local’, it will immediately filter out all those search results that are not located in that vicinity. The fuzzy edges indicate that Google decides on what passes through the filter based on “VICINITY” to a given location according to your NAP Whereas it is possible to appear in organic search for Keyword search locations, it is significantly more difficult to appear in organic if the search is done by post code, or an area. For certain services I do not even need to specify a location as certain services are automatically classified as local and will be picked up by your mobile or ISP location. For example, I can optimise a keyword on a website for “brighton”, but if someone enters “patcham” – which is part of Brighton- it will not appear in an organic keyword search, but it could appear in a local search IF the address is correctly set-up. This presents a strategic advantage to businesses that are able to leverage a local address.
• #11: So if you’re trying to grab the attention of the entire audience in the UK – you are actually competing with every other ecommerce site that is trying to do the same
• #12: Consider a shop – it’s competition is highly localised. Yes there may be national brand competitions, but when it comes to local search, the competition is suddenly only local. So you may find that your biggest e-commerce competitor does not feature in local search. There may be lots of shops, but there may only be a few that you are in competition with.
• #13: Consider a shop – it’s competition is highly localised. Yes there may be national brand competitions, but when it comes to local search, the competition is suddenly only local. So you may find that your biggest e-commerce competitor does not feature in local search.
• #14: Consider a shop – it’s competition is highly localised. Yes there may be national brand competitions, but when it comes to local search, the competition is suddenly only local. So you may find that your biggest e-commerce competitor does not feature in local search.
• #20: It’s easy to dismiss the store page as an irrelevance – but the local search drivers are different to web – they also perform differently in search. So it makes sense to leverage these. From a user perspective, it is not helpful to be taken to the front door of the website – if you are looking for a very specific piece of information about the local branch.. Most ecommerce make it very difficult to find store data.
• #21: Think about the customer journey Why are they looking for local information, how did they get to that page? Where do you want to send them afterwards? This is an opportunity to give them what they want immediately, but also raise awareness of what you can do online.
• #26: The point of this page is to draw attention to the fact that the journey that a local customer takes may not be to have an ecommerce transaction…. But if doen correctly, it could result in one. Why the store landing page is important For local search – the store landing page should be the front door to your shop. It is often neglected and in many cases is not optimised for local If someone has arrived via local search, they may not be aware of your ecommerce site, they may not be aware of click-to-collect at that store. Although local searchers may be looking for local store related information, rather than to purchase on-line, it is a ‘moment’ of truth where you can inform customers of your ecommerce facilities.
• #34: Many ecommerce sites make it difficult for people to find local store information. They’ve arrivd there via a local seasrch, and now you are asking them to enter the details again. Chances are they’ll bounce straight out
• #36: We’re going to compare the similarities and differences between local SEO and Organic SEO for On-site, Off-site and Social drivers.