The retail landscape is ever-changing because of technology. The same can be said about the buying cycle, which has changed so drastically in the past few years. It’s no longer as simple as it used to be. Now that so many new channels, online and offline, influence a customers’ decision, retailers are forced to innovate and provide a remarkable shopping experience no matter what platform or device shoppers are using.
Consumers these days usually switch between online and in-store channels. They will look up a product online, but choose to purchase from a brick-and-mortar store near them. It is, therefore, crucial for retailers to provide customers with the omnichannel experience, allowing them to move seamlessly from one channel to the next.
So, how can retailers provide an awesome omnichannel experience?
Local SEO (search engine optimization) practices can enhance this seamless shopping experience and improve the customer journey. Today, you will learn how to do just that.
1. Improve your website’s visibility in local searches
Before customers can engage with the brand, they need to be able to see the brand online. You therefore need to improve your website’s visibility for local searches. One way is to use keywords to rank better online. People have been using the terms >open, now, and >near me more frequently to search for local businesses. In fact, searches involving these keywords have increased by 200%.
Optimizing your website for local searches is so important these days as 67% of all mobile users prefer to purchase from brands whose websites are location-specific.
2. Make sure all the information on Google My Business is accurate
About 88% of mobile users who search for local businesses near them call or drop-by their physical locations on the same day. Not to mention, 28% of local searches conducted on a mobile device results in a purchase. Hence, you have to be certain that any information listed on Google My Business is accurate. Missing or inaccurate information weakens the customers’ experience and it will also hurt the website’s search visibility.
3. Implement a “buy online, pick up in store” experience
As already mentioned, some consumers still like to drop by the store to check out the products they found online and determine if they are worth buying. Others, on the other hand, prefer to purchase a product online and pick up the product at a physical store. Research shows that 72% of shoppers who look up local brands are willing to visit brick-and-mortar stores that are within five miles of their location. By offering the “buy online, pick up in store” experience, you are giving consumers a more personalized experience. This makes them feel better about driving all the way to your store. They might even be willing to do it again.
Like the retail landscape itself, search engine optimization is constantly evolving. Nevertheless, it’s always going to be beneficial to your business. About 57% of B2B marketers will attest to that. They say that SEO still produces more relevant leads than any other online marketing technique. The right practices will lead you to the right audiences. Just stay up-to-speed with the latest trends and always be ready to adapt.