A common mistake that many people make is the overlooking of local search. People must realize that local search is a big part to your marketing strategy. It can really create tremendous openings to gaining more potential website traffic.
A recent research conducted in 2005 by the MIT Technology Review Board stated that for every dollar spent by the American consumer online, there is another five to six dollars spent offline, but is directly influenced by online research.
Gordon Borrell, the CEO of Borrell Associates, brought up a very good point that "search" is a very useful tool in the marketing aspect, but in order for it to be successful it has to be administered correctly.
Applying the search in the correct way can increase opportunities of important potential consumers to click on and look through your business website. Eventually these visits and hits can possibly lead up to sales and profits.
A great example would be to let's just say that a user was doing searches for local chiropractors. If that chiropractor has their website optimized properly there would be a great chance that the chiropractor's website would come up as one of the first on the lists of websites.
The user would be more prone to look through website and get specific information that they may be seeking. The main objective is to get that person from doing searches and researches to becoming a customer.
Another big statistic presented by the Kelsey Group and ConStat, had to do with American households and their behavior with using the internet as a means to shop. Their research stated that 74% of U.S. households shop for products and services on the internet. It has become a growing trend and people have to start realizing that.
Another study done by The Kelsey Group's Annual Forecast showed that local advertising has been at a decline. The research showed numbers to be at $155.3 billion in 2008 to becoming a projected $144.4 billion in 2013. This would mean that about $11 billion dollars that would have been spent on local ads, like newspapers and mail coupons, will now move over to local searches and other digital media material.
As the shift continues people have to start realizing the change that is happening and either adapt or face losses. The change is evident and this is a natural progression to where people want to get faster information and services through the use of the internet and local searches.