Google’s new emphasis on local makes perfect sense when you clearly understand consumer behavior and how users research online before transacting offline: 95% of retail transactions are offline but 70% to 90% of online consumers research on the internet (depending on the category) before making purchase decisions and heading into stores.
Great article on where Google are at with local search at the moment. Google have obviously been ploughing a huge amount of resources into local search. The new format for presenting local searches, for example, shows a big shift in focus.
We’ve been attempting to track these changes and how they translate to SEO, and the pace of change is so great that even as professional online marketers, we’re struggling to keep up! It seems the rules change on a daily basis.
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