Hristina Nikolovska
Users nowadays expect search technology to meet their intent by narrowing searches down to a single store, and get what they need yesterday. And while traditional SEO is more oriented towards boosting site visibility on a national or global level, local SEO provides an opportunity for enterprises to promote products and services to near (and dear) customers.
With a whopping 80% of shoppers using search to find products and services nearby, local SEO stats confirm that with the right strategy in place you not only promote your enterprise but also boost your sales. Read on to find out more facts and figures to help you keep pace with the extraordinarily rapid growth of searching for local products and services.
Local SEO Stats (Editor’s Choice)
- 86% of people look up a business location on Google Maps.
- 80% of local searches result in conversions.
- A total of 97% of online searches are aimed at finding a local business.
- 88% of local searches are performed on mobile phones.
- Local small businesses are searched on mobile by 58% of people.
- A total of 78% of local mobile searches end with a purchase.
- Voice search is used to find local business information by 58% of people.
General Local SEO Stats & Facts
1. Almost 50% of Google searches are local.
With 40 to 60 billion monthly searches on Google in the US alone and 91% of adult searchers doing it to find information, the search market offers an abundance of opportunities. What is fascinating though is that almost half of the searches (46%) are local Google searches with much higher potential for conversion.
(Saga Pixel)
2. 86% of people look up a business location on Google Maps.
Local search stats indicate that 86% of people tend to look up the location of a business on Google Maps before doing anything else. So, to get your enterprise out there, the most important thing you can do is claim your business page and let Google Almighty help your potential prospects find you more easily.
(Junto)
3. 80% of local searches result in conversions.
From “petrol pumps near me” to “where to buy dog food near me”, searching locally is used to meet a variety of needs. It follows then that one of the local search facts would be that 80% of these searches convert. In fact, if you think about it, when you search for something locally it is because you need something specific and most probably need it right away.
(WebFX)
4. Only 44% of retailers have free Google My Business listing.
The good news is that Google My Business listing offers an excellent opportunity to drive higher traffic which is why it most definitely must become part of your local SEO. The bad news is that local SEO statistics indicate more than half of retailers have not registered on GMB despite the widely acknowledged power of Google not just over the general search behavior but as a useful tool for creating a successful SEO strategy.
(LSA Insider)
5. Seven out of 10 people visit a store within 5 miles of their location after a local search.
With searching locally having skyrocketed in the past couple of years, in addition to offering convenience to shoppers, they also provide marketers with the opportunity to show their sales skills in person. Local search statistics show that 72% of people who conduct searches locally will most definitely visit the store located within a five-mile radius of their current location. So, roll up your sleeves, put on your “salesperson of the year” face, and be prepared to welcome and introduce customers to your products or services.
(Chatmeter)
6. 61% of searches made on mobile result in contacting the businesses with mobile-friendly sites.
Just to be clear, customers like to conduct their due diligence about the product they are eyeing online before making a purchase. Local search trends indicate that 61% tend to research first and buy later, while a staggering 88% have the same trust in online reviews as in personal recommendations. Another reason to make your site mobile-friendly is that 18% of location-based searches end with a sale on the very same day the web search query was made.
(Junto)
7. Over 70% believe ads should have directions and a call button.
Using location bid adjustments like zip codes or cities to refine bids for specific areas is winning advice for marketers. Local search stats indicate that zip codes and call buttons are considered important by over 70% of customers. To look at it from another angle — four in five want to see ads customized not only to their city but their immediate surroundings.
(Slide Share)
8. Almost 70% of consumers leave a local business review.
An astonishing 95% of customers are in the habit of reading reviews before deciding to buy something. In general, products with star ratings between 4.0 and 4.7 are more likely to be purchased than the ones with 5.0 ratings. Strange, right? Well, local search stats further show 68% of customers take matters into their own hands when it comes to ratings and tend to leave reviews. So, with 97% of customers claiming reviews influence their purchase decision and knowing that displaying reviews boosts conversions by 270%, they not only improve search rankings but fuel the overall local SEO efforts.
(Chatmeter)
9. The first position of local search rankings gets 29.27% of all clicks.
Being on the top of local Google searches does have its perks as it will get you 29.27% of all clicks, local search statistics indicate. The second position nets 15.71% while coming out third means having a solid 11.05% click-through rate. It is important to rank high in organic search results as it will establish your brand’s credibility in the eyes of potential customers and signal them you are the best in your industry.
(AWR)
10. Location-based advertising is important for 90% of marketers.
Marketers believe in the power of location-targeted ad spending which is why they are continuously investing in this segment. What is more, local SEO stats confirm that 90% of marketers believe it helps boost sales but also leads to an increase in customer base by 86% and customer engagement by 84%.
(Knorex)
11. Bing listings have not been claimed by 82% of retailers.
What this means is that those retailers are missing out on a potentially winning opportunity to be found by mobile users who search for locations and working hours. Taking into account that Bing listing, just like GMB, is free of charge, having your business appear in local business searches, is a key step towards providing your potential clients with important information about your brand.
(Techmark)
Mobile Local Search Stats
12. 88% of local searches are performed on mobile phones.
The importance of local SEO for both mobile and desktop searches becomes more evident when you look at the actual numbers. And numbers point to an incredible 88% of smartphone users searching locally and another 84% of people searching for local products or services on their computers or tablets. So, if you haven’t done that already, start working on optimizing your site for mobile so you don’t miss on this unique opportunity.
(Slide Share)
13. 84% of ‘near me’ smartphone searches are performed to find food.
Even mobile local search stats confirm food is the number one road to a user’s heart. A recent smartphone usage survey concluded that 84% of users perform local or ‘near me’ searches to find food. For marketers who aren’t in the food business, not all is lost. Here are some more details — 56% of local/near me searches relate to entertainment, 50% look for banking services, 41% are performed to find apparel and another 38% to locate personal care services.
(Hubspot)
14. Local small businesses are searched on mobile by 58% of people.
Local SEO trends show more than half of the people searching locally do so to locate small businesses. If you own a small business and have doubts about whether your local SEO strategy is leading you in the right direction, try to be prepared to address their needs and questions at the time they are doing the search. It won’t cost you a thing but is still a great way to grow your customer base.
(Saga Pixel)
15. “Near me” mobile searches note growth by 500%.
Local SEO facts offer proof and data that users are adapting very well to the most recent advances in search technologies, especially in regards to smartphones. Numbers show an incredible 500% increase of “near me” or “to buy” local business searches on mobile but this is not all folks. Google also notes an increase of 600% of very specific searches such as “wedding dresses near me” and by 200% for mobile searches like “car dealership near me”.
(Think with Google)
16. A total of 78% of local mobile searches end with a purchase.
Local SEO statistics show that 76% of mobile phone users who search locally visit the store within 24 hours. Hence, never underestimate the chances of a local search resulting in a purchase especially in regards to your local SEO. What is more, eight out of ten people who performed local mobile searches ended up buying a product either in-store or online.
(Chatmeter)
17. Voice search is used to find local business information by 58% of people.
The digital space’s Alexa and Siri, according to local SEO trends, are helping 53% of users find information on local businesses on a daily basis. The percentage of smart speaker searches is higher than tablet/computer daily voice searches (43%) and even smartphones (46%). Voice search is a huge convenience for on-the-go customers which is why 28% end up calling the place they searched for while another 27% visit the website. Also with 51%, restaurants are the most voice-searched local businesses.
(Dialogtech)
18. 54% of people search for office working hours on their smartphones.
When trying to find a local store or enterprise, as local SEO stats confirm, a little over half of users of handheld devices want to know when the store opens and closes while 53% search for directions. Data further shows that 50% look for the address of the local business they searched for. To ensure your local SEO runs smoothly, updating basic information frequently is vital because even if you come out first on their radar, your rankings will be for nothing because you did not provide users with what they searched for.
(Slide Share)
19. Marketers spend more than $30 billion on location-targeted mobile ads.
Local SEO facts reveal that back in 2017 marketers spent a total of $17.1 billion on location-targeted mobile ads. Guided by numbers that are becoming more promising by the year marketers keep investing. In fact, the spending reached an incredible $26.5 billion in 2019 and at present is set at $31.1 billion with an expected forecast to jump to $38.7 billion by 2022.
(Emarketer)
20. 51% of smartphone users search for local information on the go.
More than half of consumers conduct local business searches from their mobiles on the go, like a bus or car while local search stats point out to 53% searching from the comfort of their home and 33% from their workplace. In contrast, 16% of prospects use their computer or tablet to search for local information on the go and 24% are actively searching when they are at work. Once again the importance of local SEO comes to light, especially in regards to having a mobile-friendly site.
(Slide Share)
21. When in “I-want-to-buy” moments, 65% of shoppers use their smartphones.
As mobile phones are the acknowledged enablers, if not the creators of micro-moments, it is even strange that only 65% of shoppers use them to satisfy their shopping urges. However, local search trends indicate that things will change very soon. In fact, predicaments are that by 2021 smartphones will impact over $1.4 trillion in local sales which is why as SEO statistics further disclose, 61% of digital marketers set SEO as their number one priority.
(Loganix)
Conclusion
The search for local businesses is growing exponentially and simple things like listing your business or keeping your local address and working hours up to date can add a lot of power to your business. Hopefully, the local SEO stats presented in this article will persuade you to start working on developing new online visibility tactics. In this way, you will be able to cater to the growing number of searchers so that your brick-and-mortar store or online business is the one they buy from.
Sources:
