New Ideas in Marketing
Essential news for marketers, summarised by YouGov

87% of consumers look at local listings apart from visiting a businesses’ website during their decision-making process.

A “Local 3-Pack” lists the three businesses most relevant to the query, as determined by Google, and the searcher’s location. To feature in this list, companies could optimise their Google My Business (GMB) page.

To optimise GMB, provide business details like name, location, business description, and advanced information like labels or store code. Another step is to upload pictures of the business, which gets reflected in both the listing and Google Images.

The article cites a research which found that where 75% consumers look at a businesses’ website during their decision making journey, about 87% of consumers also look at local listings. With a considerable number of searchers going through local listings for information, it makes it essential for brands to feature in the Local 3-Pack.

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[5 minute read]

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