Location data has changed how people search
In many cases, your cell phone is always tracking your location. There are options in the settings to turn off location services. Specific apps may need to ask for your permission to track your location or use this data. Some users do toggle these services off. But many people keep them on, and their phone essentially knows where they are at any given time.
To some degree, this has changed how people conduct a search and what search terms they use. In the past, when someone was typing a search into their desktop computer, they may have been very specific about the location or the business they wanted to target. But today, many people are running searches on their phones, and they will just look for products or services that are close by.
”Near me” searches have been increasing
For instance, some reports indicate that there has been a rise in people using the phrase “near me” when conducting a search. Instead of searching for a geographical location, such as “pizza places in Chicago,” someone may simply search for “pizza shops near me.”
There is an added convenience here for the user. They do not necessarily care which specific restaurant comes up. They are not looking for a certain pizza place. Instead, they are conducting research. They are just looking for information on all of the closest options. They will then select one from the list and begin making their way to that location.
Utilizing geographical search terms
This does not mean that you should abandon geographical search terms when doing SEO. Many people still use them.
This is especially true when people are planning in advance. Someone may be flying into Chicago from another country or another state. They want to research local restaurants or entertainment before they arrive. If you run a Chicago-based business, you do need to do SEO that makes your location clear and draws in the target audience.
But at the same time, remember that many potential customers may simply be searching for products or services close to them. This is a last-minute decision. They are already downtown when they decide it is time to get some food, for example, so they look for nearby restaurants. They are not going to type in the name of the city because the geographical region is simply too large. They want to know about their options within the next few blocks because they are ready to buy.
This readiness is part of the advantage of trying to draw in a local audience. Someone who is searching for nearby products likely wants to make a purchase as soon as possible. It does not take as much work to get a conversion. You simply need to get the name of your business in front of them.
Your SEO efforts
As you can see, it is critical to consider how and why people use certain search terms. This always evolves, depending on how people use their devices and how they conduct a search. Here at Content Customs, we constantly keep an eye on these changes to help you keep your SEO up to date. Do not hesitate to get in touch with us to learn more about how we can help.
