Local Search is hugely important for Digital Marketing, Sales and SEO—for EVERY business, especially for businesses that have a physical presence or serve specific regions.
Think of it as your digital “Open for Business” sign to your local community
It is also important to understand where most Australians ( just like the rest of the World) go to do do that searching!
RedSearch stated “As of July 2024, Google remains the leading search engine in terms of market share in Australia at 93.95%. Bing follows second with a massive gap at 4.48%, leaving the rest of the search engines behind at <1% of market share”
Here’s a breakdown of its impact on each area:
USING LOCAL SEARCH IN DIGITAL MARKETING
Digital Marketing is all about getting in front of the right audience at the right time, and local search is a direct route to achieving that – but how and why does this matter?
In 2018 SE Roundatable & Google said 46% of Google searches were local queries and “Near me” searches have grown by over 500% in recent years.
This 46% figure is a commonly cited statistic from sources like Go Gulf and other digital marketing publications that aggregate data from various studies.
Australian Context: While a precise figure for Australia is hard to find, the high internet and smartphone penetration in Australia suggests that local intent is likely to be similarly high.
Reviews Matter:
Global: This is consistently highlighted by studies from BrightLocal, ReviewTrackers, and other reputation management platforms
.
Australian Context: This is supported by general consumer behavior research in Australia, which shows Australians value online reviews and recommendations.
People aren’t just searching for products — they want to know where they can get them nearby
Is your Google Business Profile Page ready to show up?
For marketers, local search means:
✅ Optimising Google Business Profiles
✅ Managing local reviews and ratings
✅ Creating localised content
✅ Running geo-targeted ads
A strong local search presence means higher visibility in your area, more foot traffic and better brand awareness.
Example:
If you run a café in Tasmania, having a strong local search strategy ensures that when someone searches for “best coffee near me,” your business shows up at the top.
USING LOCAL SEARCH IN DIGITAL SALES
For sales teams, local search is a goldmine for leads.
People searching locally are often further down the sales funnel, meaning they’re ready to make a purchase!
Why it matters:
SEJ noted in 2014 that:
78% of mobile local searches result in an in-store purchase within 24 hours.
88% of consumers trust online reviews as much as personal recommendations.
Mobile usage for Local Search is way up from 2014!
Local search helps sales teams by:
✅ Driving qualified leads (people who are actively looking to buy)
✅ Building trust through reviews and testimonials
✅ Improving conversion rates with accurate info like hours, directions and contact details
Example:
A tourist searching for “Tasmania guided tours” is likely ready to book. If your business shows up in local results with great reviews, you’ve already won half the battle.
LOCAL SEARCH FOR SEO
For SEO, local search optimisation is a powerful way to boost your rankings on search engines and outperform larger competitors.
Why it matters:
Local SEO gives smaller businesses a chance to compete.
You don’t need a massive budget—you need a well-optimised Google Business Profile and good local content.
Remember: Google prioritises local results for relevant searches!
If your business isn’t optimised for local search, you’re missing out on valuable traffic.
Local SEO involves:
✅ Claiming and optimising your Google Business Profile Page (GBPP)
✅ Building local citations and backlinks
✅ Encouraging customer reviews
✅ Creating localised website content
Example:
If you run a tour company, creating pages like “Best Wine Tours in Tasmania” or “Top Hiking Trails in Hobart” can boost your local SEO, attracting both tourists and locals searching for those experiences.
Why Local Search Is a Must for All Three:
- Digital Marketing: It boosts brand visibility in your community.
- Sales: It drives ready-to-buy customers to your door (virtual or real).
- SEO: It helps you rank higher in search results, especially in competitive local markets.
- In short: Local Search = More Traffic, More Trust, More Sales.