The major web platforms are looking at targeting users with local functionality. Many see this as a major growth opportunity in 2011 due to the higher use of smart phones. Google is especially focused in this area as of late, arguably more than ever before. As online retailers, who may not have heavy connectivity with their brick and mortar counterparts, local SEO may not seem like something that provides much – if any – online traffic. But it does. Especially with recent Google changes.
If you haven’t noticed, Google changed the way they display their local searches. They appear to show up more often, and resemble traditional natural search listings. The result is that other non-local listings are getting pushed down under the fold, and more local listings are being clicked.
Each listing provides 2 destination links: the main link (which leads to your main site), and a places page.
When you show up in the local searches, the main link provides pretty good traffic. In most cases, the searchers that click a local link were looking for local information. The destination of this link doesn’t satisfy, but it’s a chance for your homepage to capture the users interest and maybe persuade them from getting off their couch and driving to the store to buying online.
The other link, Places (formerly called Local Business Center), is a nice thing to have because it provides opportunity to really sell your local store. You can provide an exclusive coupon, or promotion. Within the Places page, there’s yet another link that you can control.
There’s opportunity with this link since you control it. Maybe design a landing page displaying synergies between your web and brick and mortar stores. Can you buy online and return the product in the store if you’re not satisfied? Promote that here. Do you have exclusive in-store printable coupons? Display that here. Experiment with this traffic, and develop something special knowing that these are local-minded shoppers (at least they were at the time of entering their first query into Google.