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Through the web, consumers around the world can buy products and services from all around the world. However, the web also enables consumers to shop for more local products and services online. A total of 97% of consumers do shop local which is a very high number and emphasises the fact that local is still very important for consumers. Tourism businesses that have several branches, need to ensure that all individual locations where they have a business is very visible locally, so it gives consumers the opportunity to find these businesses through search. In the following, a way will be explained that ensures that tourism businesses are successful in multi location local search (Searchengineland 2013).

LOCAL COVERAGE

Tourism businesses need to have a local coverage meaning that consumers can easily find a businesses when searching locally. Local search marketing is very important, but many tourism businesses do not seem to have the “local” aspect with regards to search marketing on their agenda yet. This could however be a potential missed opportunity. Especially with regards to the fact that consumers are searching for services and products locally. For these marketers that have not yet covered their business in search, it is certainly a local market opportunity.

LOCAL LISTINGS

When consumers start a search in the search engine of their choice, local business listings with reviews, maps and the option to even call the business are listed on top of the organic search listings. Due to the to listing of these businesses, many consumers are choosing local search results over organic and paid search results. 61% of consumers are also considering local searches as much more useful, as information is displayed straightaway. The local factor of these search results is also considered as more trustworthy.

KEY STEPS TO TAKE

For any tourism business, it is essential to take steps towards optimising local search. In the following, these steps are listed that will enable marketers to leverage the opportunities from multi location local search. When search listings on a local level are optimised, consumers can actually find businesses in a destination much easier and will purchase products or services online or will physically go to the business and purchase these when in the destination. Search is still a core component of the travel industry and consumers worldwide are taking advantage of local search, so marketers need to optimise local search marketing.

  • Identify local market opportunities
  • Optimise listings with regards to accuracy and consistency
  • Optimise, publish and distribute

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