Hitwise recently confirmed that analysis of search habits can now be broken down to a postcode level, as opposed to a much broader regional level which was previously available.
Local search listings are most definitely on the increase as firms look to target their products and services to their ideal market. This level of targeting, coupled with the power of Map listings on search engines, ensures that is absolutely vital to have a sound understanding of search behaviour in a specific area. This knowledge will allow marketers to tailor their campaigns in precise detail, maximising their ability to reach a specific user group.
For example, Hitwise undertook an analysis of search behaviour on Merseyside throughout March. They found that users here were 32% more likely than the national average to visit a sports related website.
An interesting find was the prominence of the local press online, with the Liverpool Echo the 4th most visited newspaper website in Merseyside, behind the Daily Mail, The Guardian and The Times.
The findings showed that there was great scope for local content providers in the UK to take advantage of local search behaviour. They found there was a great number of local search results ending up on national websites, whereas regional businesses with a better knowledge of localised online marketing would have the opportunity to capture these users.
If you would like to know more about local search optimisation, then contact Fusion Unlimited, we have experience in delivering bespoke digital campaigns for a huge range of both national and local brands.