No matter how much work you put into SEO and SEM, showing up in search results is only half the job.

In a study done by Google, there was a demonstration that there was very little correlation between usage or traffic and influence.  This means that, just because people frequently find your business, it doesn’t mean that they will choose your businesses or buy from it.  Instead, influence can be achieved through customer experience ad matching your content to what consumers want, and what they are looking for.

There’s more to conversions than simply attracting attention.  It requires connection with the consumer, and matching what you’re offering with what the consumer is searching for.  Most of the time, consumers will search for location information when considering local stores to purchase from.

[Read the full article on Marketing Land]

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