Some surveys are very useful in that they indicate what users are after. While the needs of specific target audiences may vary, general information of this kind can be of use for those interesting in developing more specific ideas. The basic findings from the Local Consumer Review Survey of 2012 seem to be of value for those engaged in local SEO. The findings might not be very surprising, but they reinforce the need to implement some elements of best practice and they do highlight the priorities of some users.
At SEO Consult we offer high quality local SEO services. We recognise that any one survey has its limits, but know that survey data can be a considerable advantage when coming up with strategies. Local search engine optimisation is not straightforward so the more good quality data one has the better.
The Local Consumer Review Survey of 2012 has provided particularly useful information for marketing purposes for two core reasons. Firstly, the sample size was quite large. Secondly, the survey spanned national boundaries so it was not just getting information from American consumers. Nearly 2,900 respondents replied to the survey in a comprehensive fashion and they were based in the UK and Canada as well as the USA.
The survey found that catering establishments were often discovered via local search. Consumers were often influenced in their choices by online reviews. They really do consider the reputation of a business and are often influenced by the reviews they read. Consumers do not always read many reviews, so the content of the limited reviews they do digest can be critical. When it comes to the qualities which consumers were most keen on, reliability and cost-effectiveness were dominant in their minds.
Another aspect of the Local Consumer Review Survey of 2012 was its longitudinal aspect. The questions had been asked of consumers two years previously. This means that those interested in local optimisation can see how consumer wants have not remained the same. Consumers have become more focused in what they desire. This might be related to the economic climate. Whatever the causes, even more consumers are stressing reliability and cost-effectiveness than they used to do.
The findings of any survey should not simply be drafted into campaigns. It is important not to see any results in isolation. Part of optimisation is to use a variety of means to assess what a target audience is looking for. This typically includes a lot of social media work. It takes some time to get a good picture of the needs of any target audience.
Nonetheless, it is worth considering that marketing efforts which reflect the spirit of the time may do well. Some British consumers are not feeling very affluent at the moment. Businesses which emphasise their affordability may therefore be on to a good thing.
The survey also reminds one that consultancies engaged in optimisation must manage the reputations of their clients with care. Local businesses cannot do well if they incur reputation damage. Local optimisation has to be as sensitive as optimisation which has different aspirations.
The Article is written by Online Marketing with Click Consult company which offers internet marketing, ppc and web services.