Google has released a guide outlining four strategies to drive local search traffic to offline businesses and boost sales. This serves as a useful reminder that Google’s capabilities go beyond the traditional ten blue links on a search results page.
Understanding the diverse ways customers seek out businesses can lead to increased sales. Google highlighted that searches for various local retail needs are surging.
Types of Searches on the Rise:
- Local Business Searches: Consumers are frequently searching for businesses in their vicinity.
- In-stock Product Searches: Shoppers are looking for local businesses that have specific items available.
- Restaurant Searches: There’s a significant uptick in searches related to dining options.
Local Retail Insights:
Google reported an 80% year-over-year growth in searches for “local” + “business(es)” and an astonishing 8,000% increase in searches for “who has” + “in stock.”
Local Restaurant Searches
According to Google, two-thirds of dining consumers used search to find food and beverage information during the pandemic. Also, 57% discovered food and beverage information through online ads, suggesting that Google Ads could give businesses an advantage over competitors.
YouTube and Local Shopping
YouTube, typically not associated with local sales, should not be overlooked. Google integrates YouTube videos into search results to provide additional information about services or products. Notably, 45% of viewers watch YouTube demos before making a purchase, and they are twice as likely to buy something in-store or online after viewing it on YouTube compared to the competitive average.
Google Maps
While Google Maps is often not thought of as a search engine, it is crucial for local business discovery. Claiming and enhancing a free Google My Business account can significantly improve your business’s presence on Google Maps. Google revealed:
- Searches for “curbside pickup” on Google Maps grew 9,000% year-over-year in the U.S.
- Searches for “discounts” on Google Maps increased globally by over 100%.
- Searches for “gift shop” on Google Maps rose globally by more than 60%.
Consumers are increasingly using Google Maps to find businesses, necessitating a strong presence on this platform.
Top Generic Searches on Google Maps (Feb 2021):
- Restaurants
- Hotels
- Restaurants near me
- Gas
- Food
- Food near me
- Grocery store
- Gas station
- Coffee
- Pizza
Guide to Offline Sales
Google’s support page offers tips for driving more local search traffic. One recommendation is to build an online storefront coupled with a Google My Business account to stand out in both regular search results and Google Maps.
Another tip emphasizes the benefits of adding photos to your Business Profile, which can result in 42% more requests for directions on Google Maps and 35% more clicks to your website.
Benefits of Using Visual Content
Visual content, such as images, plays a significant role in engaging consumers and driving sales:
- Emotionally Engaging: Images can positively influence viewer emotions, boosting the marketing message.
- Reduces Reading Fatigue: Images help communicate information effectively and can make a product or service appear more appealing.
- Memorable: Visuals leave a lasting impression, enhancing recall.
- Visual Communication: Graphs and images can swiftly communicate the advantages of a business.
- Building Trust: Extensive use of images can increase sales by fostering customer trust.
Conclusion
Google’s guide emphasizes the importance of looking beyond traditional search rankings to include visibility on Google Maps and YouTube. Adding high-quality images to your profiles can further enhance your business’s appeal and credibility.
