Thursday, June 1, 2023

Local search in 2023: Key trends and tactics for marketers - Search Engine Land

Last updated Wednesday, February 15, 2023 10:05 ET , Source: NewsService

Local is no longer just about listings, but omnichannel experience and engagement.

Today’s consumers want a personalized experience and engagement with local businesses through digital storefronts.

To gain the trust of local consumers, brands must focus on delivering quality interactions and relevant information.

This article will cover local trends that search marketers must know and do for 2023, along with insights from leading industry practitioners Greg Sterling and Mike Blumenthal, co-founders of Near Media, Joy Hawkins, Founder of Sterling Sky, and Dixon Jones, CEO of inLinks.

Local trends and factors impacting the local ecosystem

Consumers are moving from buying in-store to home shopping. Still, about 49% of consumers want to buy from businesses with a local presence.

Google is likewise focusing on delivering a phenomenal online shopping experience and bringing a variety of local businesses to shoppers.

The resurgence of local retail is among the top trends that will continue to evolve in 2023.

As we see a shift in consumer buying behavior, the need for high-quality, relevant content assets – from videos to real-time reviews and messaging options for consumer interaction – has become a must-have local tactic for 2023.

Complex customer journey and touchpoints

Local represents up to 40% of organic traffic for location-based businesses.

But the customer journey for local search is far from linear, encompassing various touchpoints and stages.

As a marketer, it is...

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