Content Marketing Blog

Is your website optimised for ‘near me’ searches?

Nowadays nearly every online activity is done ‘on the go’ with the ever-rising popularity of smartphones. If you think about it, you may not even know a single person that doesn’t have a smartphone (even the older generation have jumped on the bandwagon).

According to a Consumer Barometer survey performed by Google, 78 per cent of Australian adults own a smartphone, which puts the country in the top tier of the world’s smartphone users. More interestingly, 80% of Australians use a search engine to find a local business, as opposed to 35% that go direct to company websites.

This means it’s more important than ever to ensure that your website and social media pages are mobile-friendly, not just to create a more engaging user experience but also to take advantage of these local searches.

‘Near me’ searches on mobile devices have nearly doubled since 2014, according to Think With Google. When people are out and about, they can search for things like ‘cafes near me’ and Google will use their location to produce a list of cafes within proximity of their position.

This presents an amazing opportunity for brands to increase their visibility, which will ultimately increase their chances of getting in front of potential customers at the best possible time.

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Convenience is key in today’s society, and consumers want to find things quickly and effectively. They are constantly making on the spot decisions based on immediate wants and needs, known as micro-moments. Positioning your brand to take advantage of these micro-moments means you are getting your audience’s attention ensuring you are factored into their purchasing decision.

If the consumers can’t see you, they won’t choose you. When potential customers are looking for a product or service like yours on their smartphone whilst on the move, that is the time that you want to make yourself visible to them so that you have a chance of being their top choice. But how to make sure you are seen in the Google search results?

Basically, you need to produce more content. Moz’s Rand Fishkin provides a great explanation of how Google will rank your site according to the content you produce and the keywords you use in his ‘How to Influence Branded Searches and Search Volumes to Earn Big Rewards’ edition of Whiteboard Friday.

The more relevant, high quality content you add to your site, the more likely you are to rank higher. And with personalised search, if people have visited your pages before you’re more likely to pop up in their results when they’re near your store or ready to buy something you sell.

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