New Study: 50% of Local Searches Lead to a Visit in Store.
Google, in partnership with research giant Ipsos MediaCT, have published their latest 
findings of local search data. The research examines search behaviour across devices. Some of the key findings include:
- Searches with local intent are more likely to lead to store visits and sales within a day.
- Consumers search for a variety of local information
- Consumers want ads customised to their location
Whilst the focus of the data is centred on consumer retail, these same consumers are potential dental patients. It’s logical to assume that these potential patients will respond to a dental practice that has made the effort in their online presence to fit in with their preferred behaviour.
These snippets from the report show the key findings in more detail and also what is suggested in order to act on these behaviours.
The research found that 50% of mobile users are most likely to visit after conducting a local search, while 34% of consumers on tablets and computers. As well as this, it was found that 18% of local searched lead to sales, compared to 7 % for non-local searches.
The users in the study were searching for business hours, directions to a local store, product availability, or the local store address. Consumers said they would buy in the store versus online if they:
- Knew they were close to a store (30%)
- Could get the product quickly (35%)
- Saw better pricing (31%)
The above could relate to the option of in-home or in-surgery teeth whitening – something a patient could find online or come to your practice and find ‘in store’. Knowing the practice is close by encourages a drop in visit, especially if the mobile site exudes welcome.
Additionally, the findings show that local searchers respond to ads that target their exact location, local areas of interest and landmarks. Using online advertising with Google (Adwords) enables targeted advertising that appeals to the user’s exact location. With the option to create specific location, landmark or local interest ads that are targeted; a potential patient living in the local area will find your practice over more generic Ads.
Call Dental Design on 01202 677277 to discuss how these findings inform our SEO and Pay-per-click campaigns for dental practices looking for forward thinking, pro-active online marketing.
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