Local SEO can seem like a labyrinth, especially when you're trying to define the geographic reach of your business. You're busy running the show, and targeting the right customers shouldn’t be a shot in the dark. Here’s a juicy stat to start us off: The average consumer is willing to drive 17 minutes to visit a local business. Not 10, not 20, but 17 minutes.
Sounds oddly specific, right? But there's a golden opportunity hiding in that number.
Why 17 Minutes Matters
In the fast-paced world of local businesses, time is money—literally. People are busy, but they’re willing to carve out a chunk of time to get to your store or service. 17 minutes is your magic window. It’s the sweet spot where consumers feel comfortable traveling without feeling like they’ve taken a road trip. But how do you leverage that number to maximize your reach?
Know Your Radius
Let’s break it down: You have limited time and resources, and throwing darts at a map isn’t going to cut it. You need to target consumers within that critical 17-minute radius. This is where local SEO steps in and why it’s more crucial than ever to make sure your business is discoverable within your realistic catchment area. By optimizing for local searches and leveraging platforms like Google My Business (GMB), you can ensure that your business appears right when customers are looking.
“Consumers are willing to go the distance for a unique experience, but that ‘distance’ still has its limits,” says local marketing expert, Ross Marchant.
What Kind of Businesses See the Longest Drives?
Not all businesses are created equal in the eyes of the consumer. For example, wedding shops? People will drive way beyond 17 minutes for the perfect dress. But yoga studios or gyms? Not so much.
Here’s what we learned from recent data:
Customers will travel further for “big-ticket” businesses like wedding shops, doctors, and dentists. Think of services that aren’t part of the daily grind.
Leisure businesses like gyms and pubs? They get shorter trips. These are more convenience-driven.
Now, this doesn’t mean you should be slashing your ad spend if you own a yoga studio, but it does mean you should focus on attracting those consumers who live close enough that it makes sense for them to visit regularly.
Age, Gender, and Driving Preferences
Here’s a nugget to chew on: Age and gender also play a role in how far consumers are willing to travel for a local business. The young and trendy? They’re ready to go the extra mile (literally) for their dream wedding venue. Older consumers? They’ll make the trek to see their accountant or lawyer.
When it comes to gender:
Women are more likely to travel further for things like clothes shopping, hair salons, or yoga classes.
Men? They’ll go the distance for a specialist shop or the gym.
The takeaway here is that knowing your target audience—really knowing them—can help you zero in on the right strategies.
So, What Should You Do?
Here’s where things get exciting. Local SEO isn’t just about showing up; it’s about showing up in the right places for the right people. With GMB Fox’s digital marketing expertise, your business can dominate that crucial 17-minute zone. From getting those juicy GMB reviews to optimizing your content for local searches, we’ve got you covered.
Remember, it’s all about timing and proximity. You don’t have to reach everyone—you just need to be the first option for people nearby when they’re looking.
Closing Thoughts
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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