Consumers Looking Beyond NAP When Conducting Local Searches
September 28, 2015 | Contributed by: Joe Morsello
Studies show that brands are struggling to provide “depth” of content online. Outside of name, address and phone number (NAP), consumers aren’t getting access to richer and more engaging content like hours of operation, pictures, videos, payment types, services, etc.
This gap between what consumers are seeking and what they are finding online has become the local search data gap. To better understand just how much of a gap exists within specific industries, Go Local Interactive and Infogroup analyzed over 1 million online listings to identify what information has fallen into the local search data gap and is failing to reach people.
Last week the two companies shared results from the study during a webinar. Here are some of the takeaways:
- Days of having only name, address and phone number (NAP) online are over.
- Consumers seek 11 types of information during a local search.
- Your local data must be consistent, relevant and accurate in order to have a positive impact.
- Certain listing content like professional associations can be looked at as a trust symbol to consumers.
- The value of enhanced content varies by industry. Bank customers look for different info than hotel customers.
- Banks are failing to indicate ATM availability via their online listings.
- Hotels scored 2.3 out of 10 in how effective they are in sharing their business description online
- Restaurants scored .1 out of 10 when it comes to providing valet parking info online.
- Of the biz categories studied, auto repair had some of the most robust enhanced content online.
- Page and profile views ultimately suffer when they are not optimized with the correct content.
- If you fail to list content such as hours, your business risks not being listed at all by publishers.
For more check out the entire webinar presentation below.
For access to all of LSA’s past webinars, visit http://bit.ly/LSAwebinars.