Our local SEO stats are here to show you just how important it is to optimize your online presence for your local market, something that plenty of new businesses neglect.
While traditional SEO relies on content, user experience, and keywords to build a global audience, local SEO focuses on developing listings and map results to reach the top searches locally. It’s something that modern-day small businesses couldn’t exist without, especially in competitive markets.
Most of us search locally on a daily basis, be it for selecting a new place to visit or looking for something new to do in our hometown. Read on to learn how this affects our business as well as our lives.
Despite the convenience of online shopping, more than half of all consumers equally prefer doing their shopping in the old fashioned way. Online store searches are not always enough; sometimes you need to visit the physical store to make sure you’re getting the right thing.
Consumers are increasingly relying on the Internet to find businesses near them. Local search statistics reveal that more than half of us (54%) do this at least once a month, while 12% search for a local business every day.
This stat further demonstrates the importance of local SEO — consumers don’t just search for businesses. We’re mostly looking for reviews of local businesses when deciding where to eat or buy stuff. Based on our Google searches and others’ reviews, we visit 1.5 billion physical locations every month.
There’s one question that all local business owners need to know the answer to and that is what percentage of searches are local.
The answer is, close to half. They make 46% of all Google searches. As per latest Google search statistics, more than 3.5 billion searches go through Google every day, meaning that around 1.6 billion of them are local.
For those wondering whether investing money and effort in local search optimization is worth more than investing in social media marketing, the answer is clear. Search is the primary driver of website traffic. Local search results play a major role in it.
The latest Google Maps stats reveal an intriguing bit of data: 86% of consumers use this platform to search local stores and look for nearby businesses. Considering that close to a third of all mobile searches is location-related, the prominence of this app among consumers shouldn’t come as a surprise. This, and aided by the number of users (over 1 billion) is why advertising on Google Maps should not be underestimated in any local advertisement strategy.
Looking for a business on the second page of Google results is not something many of us do. It is a known fact that the first page of search results is where you want to be, and it is the ultimate goal of search engine optimization. These SEO basics also apply to local SEO.
When searching locally, users prioritize the first result, with almost a quarter of all clicks going to it. The result ranked 2nd gets 13.38% of clicks while the 3rd position lands 10.12%. Those ranked below the 6th position get less than 2% of all clicks. Searching for businesses below the top 5 results is not very common among US consumers.
According to local search stats, businesses that put effort into customizing their ads and content for specific locations are much more appreciated by consumers than the ones that run the same generic ad for all of their markets.
Whether it’s reviews or an ad, the majority of modern-day consumers learn about new businesses online. Refusing to see the importance of having an online presence probably means failure for small businesses. Business information search has become so common that we don’t trust businesses that fail to provide it.
The chances for a search to result in a purchase should not be underestimated when talking about local SEO. Even though the chances are at their highest with mobile users (more on that later), a local product search has a close to 1 in 3 chance of turning into a purchase.
To make it easier for users to find local services, Google offers businesses and organizations a free tool that can bring new customers to them with the help of search or map functions. Unfortunately, more than half of the local retailers are yet to start using this service.
Search engine stats reveal that Bing is used for 20% of web searches in the US. While much less common than Google, it can still be beneficial to businesses and organizations. Yet, 82% of retailers are not using this platform to advertise their business.
(Local Marketing Institute)
We are quickly adapting to the pace in which our world is becoming “smarter”. There used to be a time when we had to type in a zip code and an address to search for local businesses. Today, local SEO statistics suggest that just two simple words added to what we need to find can lead us to the best food or the best plumber in our area. Looking for services has never been easier.
Having a smartphone makes our shopping much easier than before; we can check for info on new shops, business hours, inventory, and more in less than a minute. This is why a third of all smartphone searches occur just before visiting a store.
Local search statistics show that mobile searches that included the term “near me” surged a whopping 136% in 2019 compared to 2018. “Near me” searches that also included the phrase “can I buy” or just “buy” meanwhile soared by as much as 500% in 2019.
Location searches show just how serious we are about our shopping: searching for a store or a service with the phrase “near me” points to much more intent than searching without it. This is why so many of those searches end in a store visit.
(today’s local media)
The benefits of local SEO are the most noticeable with mobile users. With the majority of web traffic today coming from mobile devices, optimizing your website for these users should be a priority for all businesses with an online presence.
Similarly to those searching for local businesses with the phrase “near me”, those who are searching on mobile typically have a stronger intent to make a purchase than those searching on other devices. Local search optimization data shows that 88% of them visit a store within a week following the search for one.
(Think with Google)
Local mobile searches are fast to convert; almost a fifth of all of them ends up with a purchase within 24 hours. On the other hand, just 7% of non-local searches yield the same result.
Local SEO statistics show that close to 80% of searches on mobile devices end in a purchase. 90% of these purchases occur in a physical store.
(Search Engine Land)
Mobile devices are about to become an even more important element in local SEO. It is estimated that they will lead to $1.4 trillion in offline sales by next year.
Local SEO trends reveal that almost a fifth of all mobile users in the US have made a purchase in local stores, even though they weren’t planning on it. Local retailers have location-based ads to thank for this.
US marketers spent just over $17 billion on location-targeted mobile ads in 2017. In 2019, the spending went up to $26.5 billion, and is expected to increase by another $9 billion by the end of 2021. By 2022, the spending is forecast to reach $38.7 billion.
Google sees an increase of 34% in searches related to shopping on Christmas Day, compared to Black Friday. In addition to searching business hours, search terms such as “where to buy” and “store hours” skyrocket on December 23rd, showing just how forgetful consumers can be.
(Think with Google)
Based on the effects of local Google searches on consumers, 90% of marketing professionals and SEO agencies agree that local SEO creates higher sales, 86% of them agree that it improves business by growing the customer base, and 84% believe that it has a positive effect of customer engagement.
Businesses without a website, social media presence, or any other type of online representation are giving up on almost two-thirds of potential customers. Not coming up in Google local results doesn’t project a trustworthy image of a business.
Forgetting to include information such as an address or a phone number is a basic mistake that can occur in web and ad design. Those who are serious about their business should pay attention to these, with the majority of consumers using that info to get in touch with businesses.
(Business 2 Community)
Local SEO stats show that when looking for local businesses or services, almost 9 out of 10 consumers search for online reviews. This is another important aspect for local SEO companies.
Not only do coupons attract more customers, but they can also significantly increase sales. One example is a company that introduced an in-store discount for those who showed the mobile ad at checkout, resulting in a 9,916% jump in incremental mobile revenue.
A local Google search isn’t something that just tourists and newcomers use anymore. All of us are more than happy to discover a new restaurant or a place to hang out. If dealt with the right way, this can also turn into a valuable business development tool.
With the help of our list of local SEO stats, dentists, bakers, restaurant owners, hairdressers, and other business owners can easily see how important local SEO really is. It helps with both being discovered and staying relevant at a time when we rely on technology for most of our purchasing decisions.