Local SEO is quickly becoming one of the most significant components in shaping the way customers interact with businesses in 2020. Every day, we use Google to search for a plumber, a restaurant to eat at, or a boutique store for a new pair of shoes. As consumers, we are simply able to look up anything we require and compare results on a search engine.
Your customers are no different – when they’re looking for a product or service in their neighbourhood that matches what you offer, they’re searching online for it before making a purchase.
While traditional search engine optimisation focuses on content, user experience, and relevant keywords to build a global audience and gain visibility, local SEO relies on developing a stable presence in a local area. Everyday users are looking for more information for products, services, and businesses that are in their immediate vicinity; local search engine optimisation provides consumers with just that.
Local SEO is all about creating a local presence that presents well in both map apps and search results. Particularly if you run a brick and mortar style business, local SEO is the driving force that helps new customers find your physical store through information online.
Here are 20 Local SEO stats that prove just how important it is to optimise your online presence for your local market.
1. 97% of customers search online for a local business
Users are relying on the internet to find valuable information more than ever. Recent local search statistics are showing that the majority of people will use the internet to find businesses and services in their current area. More than half of users (54%) are searching for local businesses at least once a month, while 12% search for a local business every single day.
2. 78% of location-based mobile searches result in an in-store purchase
Almost 80% of mobile searches end in an offline purchase. This means that while users are using their mobiles to find local businesses, they are still making the journey to the physical store to make the purchase. This local search-stat only further proves the importance of a local SEO campaign for brick and mortar businesses.
3. 86% of consumers look up the location of a business on Google Maps before visiting
Google Maps have released an exciting piece of data that exposes the popularity of the platform. 86% of users are sourcing the location of a business through Google Maps. Considering that almost a third of all mobile searches are location-related, the popularity of Google Maps should come as no surprise. Google Maps is one of the most powerful tools in local search strategies; one that should not be underestimated by local businesses.
4. 46% of all searches on Google are looking for local information
Almost half of all Google searches include location. This local stat highlights the relevance of local search marketing for Google searches – users are more interested in what’s around them than ever. The sheer number of consumers making local searchers means that small businesses not implementing basic local strategies will miss out on ranking for almost half of all Google searches.
5. Local intent searches including “near me” have increased by 136% in the last year
Users are finding more ways to find the most relevant and local services. The term “near me” has increased in popularity over the last 12 months by 136%. The last few years have seen the number of consumers using “near me”, “buy now” or simply “buy” to find local businesses increase by a whopping 500%. Companies failing to optimise their business for domestic customers are only going to continue to fall to the wayside over the coming years.
6. 62% of customers will not associate with businesses if they cannot find their information online
Users have become so trusting of online information that they have now started to disregard businesses altogether that do not have an online presence. Businesses with a legitimate website, necessary information, and reviews provide a perception that is much more trustworthy than businesses with no online profile. Local SEO is not only a vital part of increasing local visibility but also contributes to building a robust online presence that will increase the trustworthiness of the brand.
7. 84% of all “near me” searches are conducted on mobile
84% of smartphone shoppers are conducting “near me” searches. This local search-stat only confirms that mobile consumers use smartphones to navigate the real-world and that an optimised and visible presence in local search results really matters.
8. 29% of people search for a local business online at least weekly
More people are looking online for information on local businesses, and more often. People aren’t conducting local searches occasionally - almost a third of consumers are looking at local businesses and services at least once a week. With this increased frequency, comes an opportunity for local businesses to gain more exposure than ever before.
9. More than 50% of all “near me” searches result in an in-store visit
Users are being as direct as possible when they use “near me” for a local search. The latest local statistics reveal that more than half of all “near me” searches are resulting in an offline store visit—an essential reminder for brick and mortar style businesses with physical stores to optimise for the local online search.
10. 88% of users trust online reviews as much as personal recommendations
Online reviews are becoming an integral part of the decision-making process for consumers. While personal referrals were the old-school method for gaining new customers, online reviews are taking their place and becoming more critical than ever before. Almost 90% of consumers will check out the online reviews on a product or service before going ahead on their buying journey.
Online reviews are a great way to show off the qualities of your business. Most searchers are using reviews to aid them in their decision for purchase. Positive reviews from satisfied customers can go a long way in making a business look trustworthy, prove to Google that your business provides valuable services, and have an enormous impact on future sales.
11. 18% of location-based mobile searches will result in a sale within 24 hours
Local searches are not only high-converting but are also fast-converting. Almost 20% of all location-based mobile searches will lead to a purchase within a day. For a way of comparison, only 7% of non-local searches yield the same result.
12. 72% of users of that search locally visit a store within 8km of their current location
Users are using local search to find businesses and services within their immediate vicinity. Local SEO is a highly effective way to drive nearby motivated traffic directly to your business. Getting seen by customers in your local area online is becoming an essential part of maintaining a physical store location.
13. Every month, internet searchers visit 1.5 billion locations related to what they’ve searched online
Based on our Google searches and other customer reviews, we as consumers are visiting 1.5 billion physical locations every month. We’re not just searching for local businesses for the fun of it – local search intent is highly converting in the form of visitations to physical stores.
14. 28% of local mobile searches result in a purchase
The power of local mobile search is one that should not be underestimated. Local search statistics prove that almost a third of all local searches on mobile lead to a purchase. Businesses implementing local SEO aren’t just increasing their local visibility but are also attracting high-converting and qualified customers.
15. 61% of searchers consider local results to be more relevant and helpful than general search results
This statistic proves the relevance for local search in the scheme of search engine optimisation and online visibility. Consumers are after information on businesses that they can easily access, visit, and get to know. Optimising a business for local search means opening up the door to high-converting and qualified leads.
16. 24.46% of all clicks go to the first listing for local business searches
It should come as no surprise that the coveted first position on local search results yields the most attraction. When searching locally, almost a quarter of all clicks go to the first result. The second position receives 13.38% of clicks with the third landing 10.12% of all clicks. This statistic should not deter local businesses, however. If anything, it should encourage them to implement further optimisation to reach the top 5 spots for local search results eventually.
17. 56% of local businesses have not yet claimed their Google My Business listing
More than half of all business owners have not yet claimed their profile. Google My Business is a free tool that works with Google Maps to serve users with local businesses in their immediate area. The platform allows business owners to provide and manage their most valuable and critical information. Businesses that have not claimed their free Google My Business listing will miss out enormous local search visibility and customer connection opportunities.
18. Mobile phones will be responsible for $1.4 trillion in local sales by 2021
Mobile phones are about to become an even more critical element in local search engine optimisation. It is predicted that by next year smartphones will contribute $1.4 trillion in offline location-based sales.
19. 70% of customers will visit a store because of the information they saw online
Whether it be an ad, a review, or a brand mention, the majority of modern-day consumers are learning about new businesses and services online. Businesses refusing to understand the importance of building an online presence for their brand will mean missing out on 70% of potential customers. Local business information has become such a crucial part of local search that consumers will not trust brands that fail to provide it.
20. 61% of mobile searchers are more likely to contact a local business if the site is mobile-friendly
This local search-stat proves the importance of making a site more mobile-friendly in 2020. Majority of web traffic today is coming from mobile phones, and the benefits of local SEO are most significant for mobile users. Businesses failing to optimise their sites for mobiles are only going to have local users continuously bounce from their website.
Conclusion
There you have it - 20 local SEO statistics that highlight the importance of local search in 2020. Local optimisation is an opportunity for small to medium-sized businesses to enhance their online presence and connect with new customers. If you’re ready to take your business to the next level, get in touch today to organise a consultation with an experienced local SEO specialist.