It probably comes as no surprise that local search continues to grow.
As more consumers turn to their phones to find products, services, and local businesses, understanding and leveraging the power of local SEO is crucial for driving foot traffic and increasing sales.
The following statistics provide a look some interesting stats which highlight how powerful local search is.
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Local Search Behaviour:
- 76% of people who conduct a local search on their smartphone visit a business within 24 hours, and 28% of those visits result in a purchase. This highlights the immediate influence of local searches on consumer actions. (Think with Google)
- 88% of local searches on a smartphone lead to a store visit within a week, emphasising the strong connection between online search behaviour and offline store visits. (Think with Google)
- 78% of mobile searches result in an offline purchase, illustrating the power of mobile search in driving footfall and sales. (Think with Google)
Online to offline stats. We know it happens but these outline just how much.
Your website will often be the first touch point a user has with your brand. A website is also the homebase for all your online activity, which is why solid technical SEO and SEO-led content is so important.
So if you have a brick and mortar presence, think of your site’s appearance just as much as your store.
“Near Me” Searches:
- 500%+ growth in mobile searches including “can I buy” or “to buy” near me over the last two years, indicating a clear intent to purchase. (Think with Google)
- 150%+ growth in mobile searches for “___ near me now” shows the rising demand for instant information. (Think with Google)
- 900%+ growth in searches for “___ near me today/tonight”, reflecting a strong sense of immediacy in consumer behaviour. (Think with Google)
- 200%+ growth in searches for “Open” + “now” + “near me” underlines the importance of businesses being open and available when customers are ready to buy. (Think with Google)
Crazy numbers. Local search really is growing, and how people are searching is changing.
“Near me” search is not just about adding that as a keyword, it’s about optimising for urgency.
This means, complete NAP (name, address, phone), clear contact details, clear shipping and return policies, and Q&A on your Google Business profile.
Google Business Profile Impact:
- Optimising Google My Business profiles can lead to a 2X increase in organic traffic. (Think with Google)
- Businesses that add photos to their Google My Business listings receive 42% more requests for directions and 35% more clicks through to their websites. (Google)
- Research shows that a complete profile is 38% more likely to succeed in attracting visits from potential customers. It also makes businesses twice as likely to be considered reputable. (Google)
Your Google Business Profile is a fundamental element of local SEO. It’s also a fundamental element of your brand reputation.
When a user Google’s your business, there’s a high chance they will scan their eyes over your review count.
A strong GBP portrays trust to new users, along with improving your keyword ranks in local SERPs.
Mobile Search Influence:
- Nearly 1 in 3 mobile searches are related to location, showing how often people turn to their phones to find nearby options. (Think with Google)
- 59% of consumers prefer to shop at stores where they can check the inventory online first, underlining the importance of accurate and up-to-date online inventory listings. (Think with Google)
- 70% of consumers use their smartphones to look up product reviews and prices while in-store, reflecting the need for businesses to manage their online reputation and price competitiveness. (Think with Google)
People search on the go. I’m sure you’ve done it. Whip open Google Maps and search for a business you want to find. Maybe you then click their website to check availability, or click to call.
An optimised GBP and website optimised for mobile are key.
Consumer Behaviour and Expectations:
- 74% of in-store shoppers who searched online before visiting said they looked for store-related information like the closest store, in-stock items, hours, directions, wait times, and contact details. (Think with Google)
- 51% of shoppers use Google to research a purchase they plan to make online, and 45% use it for researching in-store purchases. (Think with Google)
- 86% of shoppers who continued to shop after Christmas used Search for holiday-related shopping, showing the persistence of search behaviour even after peak shopping periods. (Think with Google)
- More than 50% of shoppers surveyed say they use Google to discover or find a new brand, which highlights the role of search in brand discovery. (Think with Google)
- Over 70% of shoppers say online video has helped them learn more about an auto product they intend to buy, emphasising the influence of video content in the consumer decision-making process. (Think with Google)
- 95% of car purchases still happen at the dealership, even though many car sales start online, demonstrating the enduring importance of in-person transactions in certain sectors. (Think with Google)
- 65% of people who took their vehicle in for service first heard about the service centre through video, showcasing the effectiveness of video marketing and YouTube results (Think with Google).
- More than 40% of auto service shoppers need reactive versus routine maintenance, indicating an opportunity for service centres to target customers with specific needs (Think with Google).
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