Customer loyalty is often overlooked in local search. The thinking is that people are searching for new places to shop or for things they don’t know about already. If they were a regular or loyal customer, they wouldn’t need to search.
But that’s not entirely true. Due to the “Google effect” or digital amnesia, consumers process information differently today. We’ve become so inundated with information we have adjusted to relying on search outlets like Google to find information instead of remembering the actual content.
For example, instead of recalling the name of the coffee shop I enjoyed the last time I visited Washington, D.C., I remembered that it was near the train station. Once I pulled up search results for coffee shops on Google Maps, the choices of names and locations triggered my memory.
Loyalty in local search is about being top of mind when choices need to be made and friends ask for recommendations. Below are six ways to build customer loyalty and drive traffic to your local search results.[Read the full article on Search Engine Land.]
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