In the case of I-want-to-go moments, consumers are looking for a connection to the physical world. Sixty-one percent of smartphone users say they’re more likely to buy from companies whose mobile sites or apps customize information to their location, for example, by showing a nearby store where a particular product they searched for is in stock.
Even more, in the restaurant, apparel/beauty, and electronics categories, 71% of smartphone users say they’ve used a store locator to find a shop location.
Give them what they want by using location signals to highlight relevant locations, store inventory, and driving directions in your ads and mobile site, and also within your app content.
The brands that do this well will get the lion’s share of the rewards.
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