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The Piece of Local Search That Agencies Are Missing

DialogTech

As we closed down the booth at this year’s LSA trade show in Hollywood yesterday, I thought about the kind of conversations we’d had over the last few days. In general, businesses and agencies have realized that local search is a huge opportunity. The numbers are enough to convince most marketers— 50% of all mobile searches are conducted in hopes of finding local results? That’s a powerful incentive to start getting serious about figuring out how they can provide a larger digital footprint to local businesses that scale.

With those numbers in mind, agencies and small businesses alike are asking: How can we get a better presence? How we can optimize local presence on a small budget?

Some of these questions are more complicated than others to answer, but when we have conversations about solutions, there’s one thing the client is almost always missing: the phone aspect.

As businesses learn how to convert a searcher into a customer, there’s a gap in their knowledge. According to LSA, mobile phones and smartphone used in search increased from 25% in 2012 to 34% in 2013 and 42% in 2014. Too many businesses see the “search” piece and miss the device those searches are happening on. Phones. Rather than converting on the website, it’s much easier for mobile searchers to convert via phone call.

How can we optimize a local presence on a small budget? Click-to-calls. How can we get a better presence? By being the kind of business that offers a means of conversion that is convenient for the mobile user. Once you factor in phone calls, the rest of the equation comes together.