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Brands must also compete for unbranded local search terms.

This article states that Google has a similar role to play in driving foot traffic to brick-and-mortar stores, as it does in driving online web traffic. Businesses must look at local search to improve foot traffic.

The piece shares that when consumers are looking for a store nearby, they instinctively would search for a category, rather than a brand name. Branded search (in browser or Google Maps) is about 19% of local search pie. Businesses must identify the category search terms that are working in Google My Business.

This should be followed by a strategy to capture brand share and drive foot traffic. Marketers must look to optimise business locations for proximity search and compete for unbranded local search terms.

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[5 minute read]

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