WebProNews correspondent Debbie Harrison recently at the Search Engine Strategies conference in London. SES focused one of the topics on local search marketing. ComScore informs marketers that 40 percent of all online searches relate to local information. Latitude’s director of search Jon Myers said users are 30 percent more likely to buy a product or service related to local search.

Google gives consumers three choices for local business ads. Customers can utilize text advertisements on maps, window bubbles on maps, and text only on search related to regional targeting. Touch Local’s product development director Grant Muckle talked about local search marketing tactics. Muckle said that 40 percent of users in the UK search locally online. ComScore reported 64 percent of purchases start online, but end up bought offline.

Muckle advised tracking web site hits, events on your site, and giving special offers to find where customers found you. Muckle recommends four things to do to increase local search: investing in search marketing, understanding what your customers look for, adding content to your site, and understanding how visitors convert will make search marketing and optimization efforts more important.

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