Local Searchers, people who seek products, services and information online for specific locations, are proving to be a big boon for shoppers and — potentially — for marketers. A large US study from comScore Networks commissioned byTMP Directional Marketing reveals the following facts concerning consumerbehaviour and attitudes while searching:

· 82% of Local Searchers follow up offline via an in-store visit, phone call, or purchase, emphasizing the importance for marketers to integrate their on- and offline information. Of these, 61% made purchases.

· 33% of all consumers still consider print yellow pages as their primary source of local business info, and 90% feel it’s valuable because it gives more information such as accurate phone numbers.

· Internet Yellow Page and local searchers are savvy and fairly affluent.

· 90% of the 3000 online panelists still find print yellow pages a “valuable” resource.

“Offline local search, White Pages and Yellow Pages directory advertising is a $15 billion market and fairly static,” said Stuart McKelvey, CEO of TMPDM. “Online local search is a $1 billion market and growing. The fact that two thirds of our online panel use online search as their primary source of local business information suggests that advertisers should consider the allocation of offline vs. online local search investments.”

What does that tell us? “The consumer is there and ahead of the advertisers,” McKelvey added.

· 60% of searchers online looking for local businesses think that the top results are most relevant. 25% don’t want to have to scroll down.

· Traditional advertising triggers branded online searches. Between 60-90% searches for heavily advertised categories such as pizza, insurance, banks and financial institutions were branded;

· 30-50% of keyword searches were general in nature for low branded categories including Auto Service and Home Services.

If you’re going to take note of this localizing trend and target Local Searchers, a few words of advice:

1. Name those locations.
If you have multiple locations, make sure that local address details are included on your website and in any online listings.

2. Include relevant local content.
Locals searching for mufflers in Birmingham, AL. will quickly decide they need to include the words “mufflers” and “Birmingham, Alabama” in their search queries, if they’re going to get meaningful results.

3. Get local links.
Get yourself listed on location-specific websites such as those operated by local councils, chambers of commerce and the like. You’ll find such listings are sometimes free. Good price.

4. Track your results.
If you’re going to put in the effort, make sure Local Search is worthwhile – always track the sources of your leads.