Bright Local | Local SEO

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How to Choose a Local SEO Agency or Consultant

Whether you’re a thriving mom and pop store looking to branch out, or a nationwide chain with multiple brick-and-mortar locations, local SEO is critical to your success. If you just read that and told yourself your business was too big (or even too small) for local SEO, you’d be wrong.

There are a multitude of reasons why local SEO matters for any and all businesses with a local presence. Understanding these benefits will make your search for a local SEO agency or consultant that much more fruitful—and help you pick the best person for the job.

Making the business case for local search

Back in 2014, Google had already switched on to the power of local search. It commissioned two research studies, from Ipsos MediaCT and Purchased® respectively, to better understand cross-device search behavior. The studies unearthed some compelling habits;

  • The studies discovered that 4 in 5 consumers turned to a search engine to find local information.
  • 50% of consumers conducting a local search on a smartphone visited a store within one day. 34% of shoppers searching on a desktop or tablet did the same.
  • Local searches were found to have a much higher purchase intent than non-local searches, with 18% of local searches from a smartphone leading to a purchase within one day, compared with just 7% of non-local searches.

Two years later, Wordstream reported that 72% of consumers conducting a local search visited a store within five miles of their location. It’s clear that even then, local search results led to action. So, what about now?

The rise of mobile and voice search

In November 2017, Google declared that the smartphone had come of age, a bold statement that it linked to the proliferation of mobile internet use. Its 2017 Consumer Barometer Study found that more than half of the online population in the study’s 63 countries surveyed accessed the internet through a mobile device. Users in 62 of the 63 countries reported that they used their mobile device for internet access more often than their desktop computer.

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