Local traffic offers higher conversion and more revenue per transaction

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2021, 5:01 PM GMT+0

Between January 2020 and June 2021, local accounted for one-third of total organic traffic for location-based businesses.

According to a Milestone review, the highest intent traffic for over 500 location-based websites - with 63 million sessions and 176 million page views - was local traffic. Local traffic and organic search - together made up for 69% of overall traffic.

The report also noted that local traffic recorded a 28.6% share in pageviews and a 25.5% share in revenues. With a pullback in paid spending and traffic, customers relied on text search to start or continue their purchase journey. 

To leverage the potential of local marketing, brands must ensure their Google My Business profiles are complete, and information like number, place and address are accurate. With more than 50% of web traffic being mobile, adopt a mobile-first approach to UX. Add FAQs to brand websites and ensure voice search optimisation.

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