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Local Search and the Customer Journey


— #Search #Local #Reviews #Reputation #SEO #Digital

Search plays a big role in the customer journey. No longer do we reach for the Yellow Pages or local magazines, but instead we use our mobiles, tablets and desktops to search for what we’re after. 

SEO can play an important part in gaining awareness of your brand and/or product but it must sit alongside your customer service.

“90% Of Customers Say Buying Decisions Are Influenced By Online Reviews.”

If your reviews are mostly negative, and there is no visual indication that you’re resolving them - this could lead to a potential customer passing you by. Make sure your Marketing and Customer Service team are communicating.

“About 67% of consumers will read 6 reviews or less before they form an opinion about a given business.”

Seeing one bad review isn’t likely to be the end, research shows that it takes around 6 different reviews before an opinion is formed. Don’t forget this could be across different channels - make sure you’re checking Google+, Facebook, Yelp, Foursquare etc. 

“90% of their respondents claimed that positive online reviews influenced their buying decisions.”

The good news is that positive reviews help to influence others. Make sure you’re trying to get feedback from your customers after purchase, to help reinforce your great customer service. Try this handy free tool - https://whitespark.ca/review-handout-generator/

When considering your local Search strategy, don’t forget the importance of reviews. If you are a local business owner, these areas can be critical to managing your online reputation. 

Sources: http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-customer-service-issue-than-the-resolution-38756
https://moz.com/local-search-ranking-factors

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