Tag Archives: Location Information

Prepare Your Business For Winter Storm Nemo

For anyone whose business will be affected by Winter Storm Nemo, use location information to share essential updates with your community. Update it instantly for the period you are affected by the storm, and then change it back after the storm has passed.

Customers will be searching to see if your business is open, or if it has the product they need, so arm them with the information they need to visit your store.

For example:

  • Update hours: Closing early, extending hours
  • Product availability: Generators, food products
  • Featured messages: Specials, messages for community

As we we saw during Hurricane Sandy this fall, customers are looking for this information and it’s more important than ever to ensure it’s updated.

Yext Reaches 100,000 Active Locations

Today, we are excited to announce that Yext is updating location information for 100,000 locations.  Our goal at Yext is to get perfect location information in every hand – helping businesses to provide correct and rich details to their customers – and each day, we are excited that more and more clients are joining us to get the word out.

First, we would like to thank the businesses that use Yext.  We are proud to help our customers reach their customers – from an IT repair shop in Miami to national Fortune 100 companies.  It’s thanks to their feedback and daily use that Yext continues to be the most useful and effective product to get the best local search results.

Second, we are excited to be part of the increasing interest in location data.  2012 very well may have been the year that mapping became the new UI, as new device options proliferate and issues with mapping experiences came front and center.  People love their maps, and so correct data is more important than ever for businesses and for their customers.

More to come… Check back on January 15 for something that will change the local search experience.

How to Capture Holiday Search Traffic for Your Business

We all know people’s searches change with the season – and when they want to buy now, those searches are local.  In the summer they are looking for for beach chairs and swimwear; then around the holidays they are looking for gifts and decorations. Even though their interests and behaviors adapt to the weather, search remains the tool of choice.

Usually, customers making local searches often don’t have a specific store in mind and are instead looking for categories of businesses in the results.  37% of apparel buyers search for categories rather than specific terms, brands, or retailers.

Consumers make the bulk of their annual purchases around the holidays, so we we used ComScore to see what exactly customers are searching for:

  • “Holiday” and “Holidays” queries peak in December, with almost 580,000 searches, dropping to just 92,000 in January.
  • “Holiday Gifts” only receives a surge in search traffic starting in October and drops off in January annually. “Gifts” queries double from November to December.
  • “Deal” spikes in December as consumers look for gifts for family and friends. Search volume remains high into January after the holidays when customers are purchasing gifts for themselves.
  • “Gift Card” or “Gift Cards” are searched 3x as much in December as in September. The combined search volume is significantly higher than “Gifts” and “Holiday Gifts”.
  • “Holiday Decorations” is only searched from September to January.
  • The average person searches for “Shipping” 3.22 times in January, compared to 1.34 times in December. Is your business prepared for gift returns?

The best way for your customers to find your business in local search is to use categories with your listings to capture the search traffic. Only 43% of business owners associate their listings with a range of related categories, so it’s a competitive advantage for your business.

Based on the search volume from ComScore, more specific terms are more effective. So be sure to choose targeted categories or groups for your listings. For example, try “Hanukkah Decorations” instead of “Decorations”. To capture the larger audience, instead select more than one specific category.

As search terms change throughout the year, so should your listing categories. So update your listing categories for the holidays to capture the most local search traffic and generate sales before the season ends.

Last-Minute Tips for Preparing Your Locations for the Holiday Season

Whether you are preparing for Black Friday or Small Business Saturday, this holiday shopping season is predicted to break records. By January, consumers are expected to spend $586.1 billion and more than 85% of those dollars will flow in-store.

Alison Paul, vice chairman and US retail & distribution sector leader at Deloitte, says “[r]etailers that integrate the power of the sensory experience in-store with relevant, timely information via their websites and mobile applications are well-positioned to lead the way this holiday season.”

So make sure your stores are prepared this holiday shopping season by updating your location information using these tips.

Capitalize on intent-driven research
For most consumers, holiday shopping research will be on more devices (and therefore more often) than ever this year. Whether it’s showrooming or just browsing when they are out, 46% of people use smartphones to do research on deals and sales before making a purchase in the store.

When their next search is for store information, they are clearly intent on visiting the store and are more engaged with the business information and content.  Correct and updated location information (i.e. address, phone number, opening hours, deals) help them find you.

Help travelers find you
Last year nearly 20 million Americans traveled during the holiday season. With so many customers transplanted from out-of-town, incorrect information about your store could mean a missed sale.

In fact, when comparison shopping, customers may not just be looking for a particular store but for several options.  By updating your addresses, phones and opening hours not only on your website but on listings across the internet, you can stay top of mind when the shopping trips are being planned.

Extend your hours and expand your visibility
You know that extended shopping hours for Black Friday, Small Business Saturday and the holiday season accommodate your customers’ schedules to help drive more sales. But, they are only useful if your customers know about them.

Update your opening and closing hours where people are looking as they prepare for shopping trips. The average shopper consults 8 different sources, so it is important that the data is consistent across all listings – not just your website.

Broadcast your deals
As a result of pre-holiday deals, the holiday shopping season is beginning earlier and ending later – and consumers are more deal-hungry than ever.  Last year, 41.4% of consumers made their first purchase before November 1st, and 23% will continue to shop even after December 25th.

As your deals change throughout the season and from store to store, be sure to communicate them with your customers everywhere they are looking, including on your website and online listings.