Apple v Google: How the Battle for Local Search Will Affect Your Business

Posted on Nov. 9th, 2012 in Marketing

We all know that online search is going mobile. Recent Google research has show that over 40% of searches on a mobile have a local intent.

That means that making qualified contacts who are ready to buy, still means grabbing the attention of the people in your neighbourhood.

With local search still an important tool in your marketing arsenal, the competition to produce the most comprehensive location-based service – for mobiles – is really hoting up. Google have been the main player in this field for a long time.

But now, they have competition in the form of Apple.

When the iPhone 5 was released earlier this year, so was Apple Maps. In a move meant to compete directly with Google, the technology giant had high hope for this new service. Despite some initial chinks in the armour, Apple Maps brings with it big changes in how your customers will find your business.

With your customers tossing aside the traditional Yellow Pages and picking up their smart phone, the game has definitely changed. Everyone from small, local companies to multi-national enterprises needs to find new ways of making the most of local search.

Here are two of the ways the mobile search battle will impact your business:

1. Location-Based Marketing

Google Places

Location-based marketing is big business. Why else would Google, Apple and even Microsoft be jumping on the proverbial bandwagon? With so much potential at your fingertips, this new promotional technique is one your business should be utilising.

But in plain, jargon-free English – what is location-based marketing, exactly?

This marketing method lets you target clients and customers within a certain geographically area. The battle for local search is placing more emphasis than ever on these localised listings. If you’re looking to attract new customers – you should be utilising this method.

Location-based marketing covers everything from Google and Apple maps, to Foursquare and Facebook ‘check ins’. Make it easy for your customers to find you to maximise your sales potential. Social Media Examiner offer some great tips for success in this filed, check them out here.

2. Integrated Search Strategy

local mobile search

More and more people are visiting your website with mobile devices than ever before. Smart businesses will be taking a proactive approach to interact with these visitors, and start converting them into customers.

Apple and Google’s ongoing battle for the local search crown brings with it some great features for integrating your search strategy. Using these comprehensive maps features you have an increase opportunity for social content and location-based deals.

Your business should also be making the most of online testimonials. Apple and Yelp have collaborated to integrate reviews and search content. To stand out in the local search game, you need a selection of great customer feedback.

To make the most of this modern Yellow Pages, you need to claim you business page on Google Pages and Yelp. Make sure all your information is up-to-date, and that the maps accurately depict your location. Securing sales from local customers can be big business. Your company needs to be integrating you search strategy to make the most of this client pool.

Where We Can Help

There is no doubt that this new marketing technique is powerful and valuable to your business. Local search is becoming more and more important, and your company should be making the most of it.

We understand though, that you might not have the time, man-power, or knowledge to begin taking advantage of this local search battle. That’s where we come in.

Our professional online marketing team can help leverage the best possible return on your investment. They can integrate search and location-based marketing into one, seamless campaign that can boost your local traffic and maximise your sales.

To find out more about this, and our other search engine optimisation services, speak to a member of the team today.


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