Today, Search Engine Optimization (SEO) is even more important due to digitalization and the change in customer behavior. But why do brick-and-mortar stores need to prioritize SEO? Get 5 tips on how to increase your customer base and the visibility of your store.
Why is SEO important for brick-and-mortar stores?
The purpose of Search Engine Optimization is to be visible, when consumers make searches online, e.g. on Google. In today’s digitalized world, the “showrooming” trend, where consumers check out an item in the store before purchasing online, has been replaced with “webrooming”. Webrooming is the opposite of showrooming, where consumers search for information online before they buy the item in a brick-and-mortar store. Webrooming proves that the customer journey often starts online. This means, that you need to work on improving your rank in search engines to become more visible to your potential customers.
A study from the Danish Chamber of Commerce shows that 25 percent of Danish consumers visited one or several web stores prior to their purchase in a brick-and-mortar store. It is especially the younger generations, that cross the lines between online and offline retail. One-third of the consumers below the age of 30 searched online before buying in a physical store.
Attract more customers to your brick-and-mortar store with SEO
As a store owner, you can utilize different kinds of digital visibility and work actively with Search Engine Optimization. We provide you with 5 tips on how to work on SEO and attract more customers to your store.
#1 Mobile optimization of web store and website
Today, consumers search online for information about an item. Usually, they end up buying the item at a brick-and-mortar store. Therefore, it is important that your website and web store are responsive to different screen resolutions to ensure the best possible user experience. Additionally, the study from Danish Chamber of Commerce shows, that 26 percent has searched for an item online while they were located inside the store. For young consumers under the age of 30, it is 43 percent.
#2 Test the speed of your web store
Google’s search engine rewards websites and web stores that offer the best possible user experience. If you are the owner of a slow site it will not only affect the user experience. It will also result in a higher bounce rate. Google will punish a high bounce rate by giving a lower rank in Google searches. This can, in the end, result in fewer sales.
#3 Local SEO
To ensure that your physical store is visible in Google searches it is advisable to target the SEO to your geographical target group. When you optimize to a specific area, you need to modify your title tags and meta descriptions on your website to make them fit with your target group. If you compete in larger cities or markets, it is important to be creative. Here you should highlight unique advantages to become visibly different from the majority.
#4 Google Places
One of the most important parameters as a brick-and-mortar store is to ensure that your customers can locate you. If the consumers are uninformed of the store location, you will miss many customers. Therefore, it is crucial to be present on the platforms your customers use. For instance, you can work with mapping on Google Places, Tripadvisor, your website or Facebook. Additionally, it is a good idea to add opening hours to make sure your customers do not visit when your store is closed.
#5 Create a good customer experience
To ensure a high ranking in Google searches it is important to deliver high-quality content to your online visitors. Both your customers’ online and offline experiences will impact their overall brand perception of your business. The physical and digital customer experience should, therefore, be frequently updated and optimized to get your customers to revisit. For instance, are you on top of today’s trends, bestsellers, your level of service or your supply chain?
Want to learn more?
Do you want to learn more on how to create value for your customers in your brick-and-mortar store? Contact us today to get a non-committal meeting with one of our consultants. We might be helpful in transforming your business.