It will be prepared colder and city and country for the nicest time of the year. For retailers of all sizes sales around the holidays is substantial, up to 20 percent of annual revenue. In the multitude of factors that influence in seducing the customer has added another element in the last five years: the findability of your physical location on navigational charts and how these efforts to increase visitor numbers.
Holidays mean mean shopping presents and gifts. Dutch give during the holidays to around 5.5 billion euros out. On the busiest day involves almost 10 euros per person online.
Now is the time to make sure you have your digital findability in order to fully benefit from this purchase impulse. And here is your physical location of great importance. In spite of the digitization, after all, still finds a large part of the Christmas shopping offline location, in the physical store.
The "search" has been changed. Formerly was looking for someone and hoping those relevant information that is useful for him / her. Today, the seeker wants an immediate answer. Companies that cater handy here will be able to achieve great benefits, especially during the holidays.
These searches are increasingly mobile search and location increasingly important considering getting a local character. Several studies indicate that already last year between 30 and 40 percent of visitors used their mobile to reach a shop. For this year, it is predicted that this percentage will climb to up to 73 percent . Thereof shows a large extent once in the store to see additional product (eg prices) or company (eg reviews).
Your physical location must optimally work with this mobile trend. I'll give you some tips to ensure that your location is optimal to find for your customers during the holidays and how you can ensure that you use your location to attract visitors through navigation.
Claim your business pages
Your business online is not only discoverable through your own website, but also increasingly on websites that aggregate location data to publish on platforms that replaced the Yellow Pages of the past: local directories, search engines and folder / GPS applications.
For example, well-known examples are Google My Business, Yelp, Yahoo, Bing, TripAdvisor and pages as Openingstijden.nl. Have achieved these pages data from the web to present information to their customers and visitors.
For the online visibility of your company and brand perception of your customer is important that your information listed anywhere correct state. Recent research has shown that of all the companies own 56 percent of the Google My Business account have not claimed, 66 percent have not registered their own Yelp and other services mentioned even have a percentage of non-detectors http: //www.lsainsider. com / study-56-or-local retailers-havent-claimed 'google-my-business-listing / archives # sthash.B2vmz1Gg.KfWSCtv3.dpbs "> around 80 percent on average. This can ensure that the information might not everywhere and the same up-to-date is displayed.
Therefore make sure you are claiming all the pages on your own business, starting with the key that will always be the most prominent in search results: your Google My Business Listing.
Last I looked, for example the opening hours of H & M on the Leidseplein, for a Christmas gift. Various sites on the left of the search results page (or SERP, search engine results page ). give me information. But the information I think the most up-to-date, nameijk which is in Google, does not appear. It is hope that the first three sites of SERP exhibit good opening hours (during the holidays).
Because Google is still the 'plan' that your client is by far the most used (weekly is used worldwide 3.4 billion times on Google Maps), has the sense for retailers in any case there are easily found. If you Google My Business properly set up and verify, you do not miss at least that traffic.
Ensure consistency
Your customer is over the Christmas period busy looking for your shopping and will likely make the choice depends on a good price offer technical or based on the location of the store. It is therefore highly recommended to ensure a worry-free experience, and that starts with sorting out your basic information.
Also marketing and seo technically this has many advantages. Recently Google has with the Possum update again made a number of adjustments to the algorithm that determines the relevance of locations on the map. Besides that the distance to a location of natural interest, combined with the textual relevancy of search terms, Google also determines on the basis of the consistency of the basic information ( ' citations ' called) how relevant is its location.
So if you do not make your business findable consistent navigation on platforms with the same name and address details, Google will take this inconsistency in the calculation of relevance. Because there are many types of applications, GPS systems and databases are located, it is often better to centralize this, so you are sure that your brand is expressed consistently across every channel.
There is also a possibility to outsource this process to parties that record your location data, validate and consistently placed anywhere on the map. This is a trend that is still in its infancy in the Netherlands, but widely used in America.
update schedule
Since last year, it is possible for Google to adjust your hours for the holidays - since this year may also Bing. This allows you to indicate what time you shop is open on special days to let your customers know when you before she is ready.
Again, there are many kinds of sites that offer hours and this will not always be good (unless your owner has acquired these pages). Ensure there is updated at least that Google My Business with this handy feature. Besides that it is also good to indicate this on your own website, so there is no confusion when customers click through to your website.
This is now more important than ever, because Google now lets your customers know whether the special hours are verified or not. Moreover it https://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html">een in four shoppers say they distrust a website or even leave if the basic information is not is fairly stated.
Tip : You can link your GMB- account to your AdWords account so you have special opening hours be updated immediately.
Relevant information
If you are planning to advertise during the holidays, you can use location while the best to play in the search and buying behavior of your customers. For this, a number includes features you can use. So it is to be recommended a store locator to have on your (mobile) website. Allows visitors can easily find your store if they use their own location as a starting point. For that your website does need an SDK functionality.
Tip : You can use the store locator url goal when you tune your local ads. This allows you seeking customer can immediately see where the nearest store is.
In addition, many uses such as local landing pages. These are specific landing pages that you can create a branch and in which the seeker enters when he / she has been looking for your shop in his / her region. This way you do local listings that pull the viewfinder just over the line to come to your store.
Google has shown that three quarters (7) of visitors are more likely to make a purchase offer in a shop full help information. By using these pages you can offer more targeted information to the searcher.
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