How Local Geographic Web Searchers are searching the Internet.
Understanding how your local potential customers are using the internet is just the first step in having a successful local business online. In this article I wanted to drill down into the habits of web searchers that are looking for local businesses to do local business with. I have broken these search habits down into three stages to make the world wide web become more of a local web.
The Research Stage
Web Searchers use various ways to find what they’re looking for and do these in stages. In the first stage, I call this the “Research Stage”. Web surfers use general keywords to find general information. For example, a web searcher might be interested in finding “Real Estate”.
The keyword that a web searcher might use in during the research stage in search engines could be as simple as:
People who use research keywords for searching on the internet or for browsing are usually looking for general information only. Keywords for browsing typically will return very high search results. Hence in the image below, there are 1,740,000,000 competing for the first page of Google. Yes that is 1.7 Billion pages competing for the same keyword. Getting a top 10 ranking in the search engines for these general keywords is very difficult and nearly impossible in some cases. It is unlikely that a web surfer who uses such generic keywords will buy something local or take action. Mostly they’re just “looky loos” looking for a way to find what they’re really looking for.
The Savvy Stage
“The Savvy State” comes next. During the research stag, web searchers get overwhelmed by all the noise and none relevant information they have found on the internet and now begin to use keyword searches for comparing what they have learned.
The “Research Stage” now becomes the “Savvy Stage”. In “savvy stage”, web searchers narrow their selection because they are now more savvy and know what type of service or product they really want. For example, the web searcher might have found out during the “Research Stage”, that they are not looking for real estate in New York, but they are really looking for “Real Estate in Los Angeles”.
During the savvy stage web surfers now know more about what they are looking for and how to find what they really want. And with the new confidence comes new the keyword/phrase that are more specific to their Geographic area.
Real Estate Los Angeles
Los Angeles Real Estate
Web Searchers who use keywords/phrases for comparing are more likely and ready to buy or take action. “Comparing keywords/phrases” are probably the best keywords that you should be targeting search engine optimization during your online campaigns.
Most often these keywords will have a much lower search volume than broad-spectrum keyword/phrases but they will lead to more sales and action by your consumers. You will find it is so much easier to get top 10 rankings for these keyword/phrases. Take a look at the image below and see how the results in Google for the keyword phrase “Real Estate Los Angeles” The number of competing pages was reduced substantially from 1,740,000,000 to just 169,000,000 and this was a more targeted local search.
The Action Stage
During the last stage and final journey of a web search now comes the “The Action Stage” Web searchers now know what the service want and action they want to take action. They are just looking for the right website they feel they can trust, with the most credible to offer. For this reason, these web searchers are going to use very specific keywords. And since we’re talking about local customers, these keywords take on a complete local feel.
The Action Stage keywords may look something like this:
Homes for sale Los Angeles CA
Homes for Sale in Los Angeles
And once again we were able to dramatically reduce the competition and target true buyers in our local market. In this case we just went from competing against 1.7 Billion to 169 Million and finally 37 Million. And we are now more targeted to our local area for the local service or product we might have been offering.
People who use long tail keyword/phrases for buying locally are ready to buy or for action, are now ready to take action. During the “Action Stage” this is where you want to position your website. You must be on the front page of the search engines for the action keywords!