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Numbers Don't Lie - Local Search is For Real


As the world leaves the yellow pages where they belong (the recycle bin) and move toward a more total digital experience, the local market is joining in. And with a vengeance.

Here is a little sampling of local numbers to consider from Search Engine Land (along with some handy attributions):

* As much as $500 billion in off-line purchases was influenced by the internet in 2007 (eMarketer)

* 89% of consumers making in-store purchases in key categories have conducted research online (BIGResearch)

* 82% of people using local search sites followed up with an offline action, e.g. in-store visit, phone call (TMP Directional Marketing)

So even though the local advertising market is $100 billion, and the web has only a small portion of that, it is already influencing to the tune of $500 billion. That's a whole lotta clams. And it's only going to grow.

The skinny is pretty simple. In order to compete in any market, a web presence is important. The local market is most certainly one of them. And any business who doesn't jump into the next step in technology will be left behind.