Google performed a study that shows very little correlation between website usage or traffic and influence. In other words, just because people frequently find your business doesn’t mean they choose your business or buy from your business. Rather, influence is achieved through consumer experience and matching your content to what consumers need or are looking for.

Conversion takes more than attracting attention — it requires engagement or connection with the consumer and matching what you are offering with what the consumer is looking for. More often than not, consumers look for location information when considering local stores to purchase from.

Given the importance of location to converting local search results into purchases, below are five tips for using location information to boost your local search marketing. The following tips focus on communicating location information that consumers seek when deciding where to shop.

1. Make location information easy to find

It’s easy to overlook the importance of making location information prominent on web pages or landing pages when designing your website.

Location is too critical an influence on consumer choice to sacrifice in those choices. Addresses, maps and cross streets that communicate your store location should be highly visible.

2. Use local landing pages for businesses with multiple locations

For multi-location businesses, it’s typical to have a dedicated page listing different locations with addresses, contact information and hours of each.

Each location should have its own Google My Business profile, Facebook page, website or landing page, Yelp listing and page/listing/profile on any other media platform on which the business relies. This will allow each to highlight maps, addresses, neighborhood and other location information relevant to itself.

3. Describe location in ways different audiences understand

While addresses are important, they may not communicate sufficient information for a user to quickly evaluate proximity. For example, even though I travel Colfax Ave. frequently, an address of 1428 Colfax doesn’t mean much to me. Colfax Ave. is 30 miles long and traverses through Denver, and the suburbs.

Including what neighborhood a store is in, the closest cross streets, what corner on the cross street (NW, SE and so on), and other recognizable nearby stores (e.g., King Soopers shopping center) all help the consumer picture where a store is relative to what they know about the area.

4. Highlight proximity to popular landmarks

Since time and distance are frequently used to evaluate the convenience of a location, include those measurements in describing your location. For example, stating that your store is “five minutes from downtown Denver”.

A significant portion of local business revenue (up to 33 percent) comes from out-of-town visitors. Not only are these visitors less familiar with the surrounding area, they are likely to visit certain destinations and then search locally for stores around them. Thus, describing your location relative to these tourist landmarks can help as well.

5. Location descriptions don’t have to be static

Since your store location is fixed, it’s easy to treat your location information the same (set it and forget it). However, today’s targeting methods allow businesses to reach different audiences with different campaigns and landing pages.

These different audiences will find different location information helpful, so tweaking your location information to fit those audiences will improve the response to your marketing. For example, when targeting locals, you might describe the proximity of your store to certain well-known neighborhoods such as, “located in Lowry Field,” a community in Denver, Co. On the other hand, ads targeting fans at a football game can reference proximity to the Mile High Stadium, while ads during Broncos training camp can provide distance from Dove Valley. Use landmarks and proximity that will most resonate with your audience at the time your ads are served.

Vivial is a national leader is helping small business be found locally.  We help your business be relevant through content and social marketing as well as other online marketing services.  We insure that at the time of influence your business is front and center of your customers.  Call Today for a FREE Marketing Consultation by one of our Denver Consultants.  303-442-2973