Recent studies have shown that local businesses face very tough competition by larger businesses to get their names on the first page of the search result. The three top search engines Google, Yahoo and Bing give a bigger portion to the larger businesses. Google being a little more generous provides better opportunity to the local businesses.
The results vary according to the keywords. A search specified with a location would be beneficial for the local businesses as compared to that of a search without such specifications. When it comes to the services, the results are still in the favor of larger websites as the search engine is not very much clear about the searcher’s intention.
For a search of terms like electrician or plumber, the results show larger websites as many as four times to that of local websites. Google shows two local websites to that of eight websites of larger businesses. A similar story can be seen in case of service keywords. For example, if we search for “haircut” then only a single local website is displayed by Bing and Yahoo in the entire first page. These numbers have reduced from the previous year. In such cases the search engine is confused if the searcher wants to solve the problem on its own or need a professional.
But in case of a search like “electrician havells in London” gives a better representation to the local business. Thus it can be seen that the search engines use location as the keyword to give results in favor of the local websites.
Restaurants, pubs, cafes, if searched without a location doesn’t enjoy much local results in case of Yahoo and Bing. They show as less as one result. But Google is very generous in this case for the local businesses as it gives a major space to them in the first page of result. Four websites can easily be seen for the local business in case of Google.
Local business therefore must keep a check on their content and look for local search optimization to have better results.
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