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Video: How to Turn Local Mobile Search Traffic into Revenue

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It’s no secret that consumers search online to find products and services that are located near them. Thanks to the massive popularity of smartphones mobile search has already surpassed that of desktop. And, according to Google, 50% of those mobile searches have local intent.

Optimizing your Website For Local Mobile Search

Because such a high volume of local searches occur on smartphones, the preferred conversion method for your customers is not visiting your web site and filling out a form – it’s calling you – it’s easier to click on a phone number than input information into a form on a smartphone. Optimizing your website for local mobile search is key to driving more of these phone calls that have high purchase intent.

In fact, comScore found that nearly 80% of local searches made on mobile devices turned into purchases. In other words, phone calls from mobile search are high-value leads with high purchase intent – exactly the kind of leads marketers want to drive and sales teams want to receive.

Check out the full Whiteboard Wisdom video on this topic or continue reading to learn more:

Since search has gone mobile, and these mobile searchers want to call you, it’s more important than ever to optimize your website for mobile devices and local search. There are a several ways you can ensure your business is driving phone calls from mobile search and here are three right now:

List Your Business with Google on Places for Business

First, Google uses IP addresses to serve local results to searchers. For example, if I search for “hardware store” on my smartphone I am served local Chicago results because my IP address is tied to Chicago. If I search “hardware store Miami” I will be served local Miami results because I used a location keyword.

By setting up your business’ local listing with Google on Places for Business you’ll help your business’ location results appear closer to the top when users make searches with local intent (whether Google detects it by IP address or through location keywords).

Configure your NAP Citation

Next, you’ll need to set up your NAP citation(this is your name, address, and phone number)  on your website on one page. It’s critical that businesses manage their NAP consistently on their website and especially on all local directory listings or review sites such as Yelp or yellow pages. Making sure your profiles on these websites have a consistent NAP citation tells Google and other search engines the accurate contact information for your business so that they can index it consistently.

Optimize Your Marketing to Drive Calls

The third solution I want to cover today is about understanding what marketing is driving your mobile, local call conversions. With call tracking software you can track the location of every call you receive – whether it’s from a mobile device or any other kind of device – and in turn you can use that caller location information to optimize your marketing in the locations that drive the most phone calls.

To learn more about optimizing your website to drive calls from mobile search get the free guide, “The Marketers Guide to Call Tracking for Local Search.