The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
The majority of surveyed consumers say that about half of their searches have a local intent, while the other half of queries can be satisfied with remote solutions. On either side of the chess board are businesses hoping Google will surface them fairly for appropriate keywords.
SEOs and marketers hear both sides of what can sometimes sound like a battle, with clients of multiple models rarely satisfied with the SERPs.
Meanwhile, the last two years have so blurred the lines of intent and fulfillment that it can start to feel rather vague at the agency level where a client falls within all of these possible identity categories:
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Local and independent/small
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Local and part of a chain
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Brick-and-mortar with in-store transactions only
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Brick-and-mortar with digital shopping/delivery
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SAB with or without online transactions