Local search engine optimization (SEO) is a common practice in SEO that involves implementing tactics that boost your business’s local visibility. By improving your website’s search performance, your target audience will be able to find your business more quickly when they search for products and services like yours. That’s the power of local SEO.
But did you know that most businesses fail at local search engine optimization – not because they don’t have the resources but because of a weak strategy? Even if you work with a local SEO agency or top providers of local SEO services, your local SEO marketing efforts will ultimately fail if you lack a targeted strategy.
In this blog, we look at the local SEO stats that will help guide your strategy-building process. Our local SEO statistics 2021 compilation also features some revealing local SEO stats and local SEO trends that can help you improve your local SEO marketing efforts and ensure success.
Local Search Statistics
Did you know that you can lower local SEO cost by properly optimizing your strategy? The key here is understanding how your target customers behave so you can use appropriate techniques. Here are some stats to help get you started.
• Ninety percent of consumers have used the internet to find a business in their local area (BrightLocal, 2020).
In the age of information, consumers are relying on the power of search engines and the internet to find information on businesses near them.
• A recent survey on local search engine optimization found that 82 percent of consumers read online reviews for businesses during a local search (BrightLocal, 2020).
According to the same survey conducted by BrightLocal, consumers trust online reviews more than any other kind of information on the internet because they count as personal referrals.
• An average consumer spends 13 minutes and 45 seconds reading online reviews before ultimately making a decision (BrightLocal, 2020).
It’s no secret that customer reviews have the power to influence buying decisions. As revealed by the local SEO statistics 2021 above, consumers find more information about a business by reading online reviews. But they don’t just read what’s readily shown to them – they seek it out. This is why you must maintain a stellar online reputation.
Google My Business Statistics
Google My Business (GMB), now called Google Business Profile, is integral to your local strategy. Building your GMB profile is an absolute must for maximum visibility in your local area. But to reap the benefits, you have to know how to make full use of its features. Not convinced? Here are some Google My Business stats to nudge you in the right direction.
Note: If you need help optimizing your GMB profile, you can also check out our Google My Business statistics compilation here.
• About three in five (56 percent) local businesses have left their GMB listings unclaimed (LSA Insider, 2017).
A majority of businesses have yet to claim their Google Business Profile or GMB listings, according to Google My Business stats provided by LSA Insider. As a local business, claiming your listings should be a priority. Why? Because it contains a wealth of essential information that your potential customers will need to know before doing business with you. Your address, phone number, directions and operating hours should be made available to your customers. After all, the easier you make it for them, the more likely they’ll visit your store.
• A whopping 86 percent of people rely on Google Maps to find the location of a business (Backlinko, 2020).
Google Maps is one of the best location tools available today. Given how accessible it is, it’s easy to see why consumers rely on the tool to find information about businesses they want to visit. But if your business listing is left unclaimed, all that users would see is an empty listing. Worse, Google might cache the wrong information, resulting in a long-lasting impact and a negative impression of your business.
• Businesses enjoyed a 61 percent increase in calls from January to July 2020 because of their Google My Business listing (Small Business Trends, 2020).
According to data from Small Business Trends, businesses saw a 61 percent increase in calls between January and July 2020 through their business listings. This, of course, was at a time when several businesses were forced to close down. Many of these calls were made at the height of the pandemic, with people checking in on their favorite stores and inquiring about changes in their operations. This is a clear example of local SEO marketing done right.
Local SEO Stats for Mobile Users
The number of mobile users worldwide is growing at a steady pace. That means more and more consumers will be using their mobile devices to find you. Check out the following mobile SEO statistics to fuel your local strategy.
• More than half of internet users worldwide (52.94 percent) use mobile devices for local search (StatCounter, 2021).
Consumers rely on their mobile devices more and more in searching for information about local businesses, as more than 30 percent of all mobile searches are related to location. Fifty-four percent of these searches are users looking for business hours of a local store.
• About 84 percent of all “near me” searches are on mobile (Google, 2016).
With over 5.27 billion mobile users worldwide, it’s really no surprise that the majority of all searches with local intent happen on mobile. Typical inquiries include “where to buy [items] near me,” which increased by 200 percent, and “store open near me,” which increased by 250 percent between 2017 and 2019, respectively.
• Approximately 67 percent of smartphone users are more likely to buy from companies with location-optimized mobile websites (Google, 2020).|
Over 97 billion local searches are made each month via mobile. Capturing even a small portion of those searches can do wonders for your business. However, to do that successfully, you must first have a website optimized locally for mobile users.
• Seventy-six percent of local searchers who use their smartphones end up visiting the business within a day (Google, 2020).
If you’re still wondering whether or not local SEO cost is worth it, perhaps these local SEO statistics can nudge you in the right direction. A whopping 76 percent of mobile searchers are compelled to visit a store due to information they find online. Twenty-eight percent of those searches even result in a purchase.
Google 3-Pack Statistics
The Google Local Pack and your Google Business Profile (formerly known as GMB profile) go hand-in-hand in helping your business be more visible to your target audience. Take a look at the following Google My Business stats to guide you as you optimize your profile for the local 3-Pack.
• The Google 3-Pack shows up at the top of search rankings 93 percent of the time (SEOClarity, 2015).
Whenever a query has local intent, Google presents the top results in a pack of three containing businesses that closely match the query. These results get above-the-fold priority placement in 93 percent of all searches made on Google, giving your business maximum exposure just by showing up in these results.
• Businesses ranking in the Local 3-Pack enjoyed at least 100 percent more clicks (MomentFeed, 2021).
Optimizing your business’s GMB profile gives you the best chance to be featured in Google’s 3-Pack for specific results. These results are seen as the most relevant, or Google’s top picks. And according to Google My Business statistics, appearing on the list entitles you to as many as 100 percent more clicks.
• Among businesses that appeared in the Local Pack, the second spot received the highest number of engagements with 123 percent (MomentFeed, 2021).
For organic results, it’s always the topmost entry that receives the highest number of clicks. But as Google My Business stats reveal, the local 3-Pack doesn’t work that way. A study by MomentFeed showed the second position fields the most engagement, receiving 123 percent more clicks, with the third and first receiving 112 percent and 104 percent more clicks than organic search results respectively.
• Seventy-five percent of searchers don’t go past the first page to find the results they’re looking for (HubSpot, 2020).
Looking at these local SEO statistics from another angle, you can see that most searchers trust what they see on the first page of search results. In fact, searches don’t go past the top three organic search results, as they get 75 percent of all clicks. But do you know what’s more interesting? Consumers trust 3-Pack listings more than they do organic and paid search results combined.
Local SEO Trends
Stay ahead of the curve and future-proof your business by recognizing trends as they appear. Knowing what you need to prepare for ensures that you can come up with a proper strategy that benefits your business in the long run. In this section, we share with you a few trends in local SEO that are poised to make an impact on your business in the near future.
1. Zero-click searches are on the rise.
Zero-click searches occur when users already receive the answer to their queries without opening a link to a web page. In 2019, it was estimated that more than 50 percent of all these searches are zero-click – and that number has since gone up when you consider the 3-Pack and local SEO trends. This highlights the importance of optimizing your business for local SEO to capture search intent.
2. Voice search is the future of local SEO.
Local SEO statistics 2021 published by BrightLocal showed that as many as 75 percent of people who owned smart speakers used those devices to perform local searches. Getting your site to rank well for these searches may be tricky, however. Voice search terms tend to be longer because that’s how people naturally talk. Understanding how voice search works and how people speak while performing these searches is key to optimizing your website for local voice searches. Consider hiring a local SEO company to help you build the right strategy with their local SEO services.
3. There is an enhanced focus on intent.
Google recently launched one of the most impactful algorithm updates in recent years, putting more emphasis on search intent than the actual keywords used. It finds information relevant to the search by determining its intent, producing the results closest to your query. Queries like “best plumber” or “fresh shrimp” will be read by Google as intent to purchase, so it delivers location-based results. That’s why, when optimizing your GMB listing, be sure to update it constantly with fresh content, and you’ll be on your way to high local SEO rankings.
Location-based searches used to be the realm of tourists or people who just moved to a new city – but not anymore. More and more people are relying on local Google search to find relevant information on local businesses. This means when you’re successful in your local SEO efforts, you unlock a network of opportunities to turn your local listing into a valuable growth tool. And with the help of our local SEO stats 2021 compilation, you are one step closer to achieving that.
With our local SEO stats 2021 list serving as their guide, businesses can enhance their local SEO strategy and expand their online presence in a community-oriented setting. But that is easier said than done. If you want to leverage the power of our local SEO stats 2021 guide but have no idea where to start, our local SEO agency has you covered.
Thrive Internet Marketing Agency is a local SEO company that offers local SEO services that boost your presence in your local area. Gain access to a steady stream of customers, lower local SEO costs and generate growth for your business. Our local SEO agency helps you compete and thrive in the most competitive areas in the industry. Elevate your local SEO efforts by entrusting them to our local SEO company. Get in touch with us using this form or by giving us a call today.