Mastering the 2023 Conversion Factors for Local Search
Patrick McFadden
When it comes to local search, the journey doesn't end at just securing top rankings. The real deal begins when you transform these visits into real, tangible conversions. It's about making sure your online presence resonates, compelling potential customers to choose your business over the myriad of options available to them.
Did you know…
- More than four in ten searches conducted on Google are for local information?
- 97% of consumers find out the majority of information about a local business online?
- More than 8 in 10 mobile users carry out ‘near me’ searches, with 9 in 10 very likely to click on one of the first three results?
- Half of consumers who conduct a search on their smartphone go on to visit a local store within 24 hours?
Think about how your web presence (GBP, website, etc.) turns visitors into customers
When you consider your online presence, it's not just about getting visitors to your website or your
Google Business Profile (GBP). It's about transforming those visitors into actual customers. It's about how effectively you're able to communicate your value, build trust, and provide the right incentives that make a visitor say, "Yes, this is the right choice for me."
- Is your message resonating?
- Have you given them a reason to choose your business over the dozens of other options?
- Are your unique selling points clear and compelling to potential customers?
- Does your website effectively communicate the benefits of your products or services?
- How does your business stand out among competitors in the same niche?
- Have you effectively highlighted customer testimonials and success stories?
- Does your online presence reflect the professionalism and reliability of your business?
- Are you showcasing any awards, certifications, or recognitions that boost your credibility?
- How well do your online marketing materials align with the expectations and preferences of your ideal customer?
- Are your calls to action compelling and easy to follow for potential customers?
- Do you have a strong brand identity that differentiates your business from others in the industry?
- Have you made it easy for visitors to find and understand your pricing and service offerings?
- Are you providing enough information and resources to educate potential customers about your industry?
Let’s dive into the ranking factors that have the biggest impact on conversions:
- High Numerical Google Ratings (e.g., 4-5 Stars): A local roofing company, Roofing Pros, holds an average rating of 4.5 stars with 250+ reviews on Google.
- Positive Sentiment in Review Text: A review saying, "The best legal advice I've received. They handled my case with utmost professionalism," for Legal Eagles Attorneys.
- Mobile-friendly/Responsive Website: A commercial contractor, BuildRight Contractors' website, works smoothly on both smartphones and tablets.
- Quantity of Native Google Reviews (w/text): A plumbing service, Plumb Perfect, has 200 detailed Google reviews outlining various services offered.
- Dedicated Page for Each Service: An accounting firm, Number Crunchers, has separate web pages for tax preparation, audit services, and financial consulting.
- Completeness of GBP: A commercial cleaning service, CleanPros, GBP lists its hours, services, photos, and contact information.
- GBP Booking Feature is Enabled: Clients can book appointments for consultations with Legal Eagles Attorneys directly from their GBP.
- Proper Hours Set on GBP: Plumb Perfect accurately lists its hours of operation, including emergency service availability.
- Quality/Relevance of Photos: Roofing Pros have images of their completed roofing projects, showcasing their expertise.
- Presence of Owner Responses to Most Reviews: The owner of BuildRight Contractors responds to both positive and negative reviews on Google.
- Recency of Reviews: Number Crunchers has recent reviews dated within the last month.
- Proximity of Address to the Point of Search: CleanPros is located just five miles from a search for "commercial cleaning services near me."
- Primary GBP Category: Plumb Perfect's primary GBP category is "Plumbing Service."
- Presence of Review Justifications in Local Search Results: A search for Roofing Pros shows "Customers appreciate the fast turnaround time and fair pricing."
- Physical Address in City of Search: Legal Eagles Attorneys is located in the same city as the search query "attorneys in Springfield."
- Presence of "Provides" Justifications in Local Search Results: A search for Plumb Perfect shows "This business provides emergency plumbing and leak detection."
- Presence of Appointment URL: Clients can schedule appointments on Number Crunchers' website through a link on their GBP.
- Quantity of Positive Google Review Attributes: CleanPros has multiple attributes like "Professional Staff," "Eco-Friendly Products," and "Punctual Service."
- GBP Messaging Feature is Enabled: Clients can directly message Roofing Pros via their GBP.
- Presence of "Website mentions" Justifications in Local Search Results: A search for BuildRight Contractors shows "Their website mentions commercial construction and renovation services."
- High Numerical Third-Party Ratings (e.g., 4-5 Stars): Legal Eagles Attorneys has a 4.5-star rating on a popular law firm review site.
- Website Uses HTTPS by default: Plumb Perfect's website URL begins with "https://," indicating secure browsing.
- Geographic (City/Neighborhood) Keyword Relevance of Domain Content: Number Crunchers' website often mentions its services in "Downtown Springfield."
- Comprehensive Google Q&A Section with Owner-Seeded FAQs: BuildRight Contractors have a Q&A section addressing common questions about their construction services.
- Flux of Reviews Over Time (rather than bursts): Roofing Pros steadily receives a couple of reviews each month, as opposed to large numbers all at once.
- High Numerical Ratings by Authority Reviewers (e.g., Yelp Elite, Google Local Guides, etc.): Legal Eagles Attorneys has received several 5-star reviews from Yelp Elite members.
- Website's Degree of Focus on a Specific Niche: Plumb Perfect's website focuses exclusively on plumbing services and doesn't branch into other fields.
- Quantity of Reviews on Industry-Specific Sites: Roofing Pros has 80+ reviews on a home improvement review site.
- Proper Placement of the Map Pin: The map pin for CleanPros accurately points to its physical location.
- Presence of GBP Services: Legal Eagles Attorneys lists its various services, including legal consultations, contract reviews, and litigation services on its GBP.
Wrap Up
Emphasizing these factors can significantly improve your conversion rates. Remember, it's not just about being seen, but about making a connection and offering a seamless, compelling experience that turns visitors into customers.
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