What a gift it is that Local SEO spend hours researching aspects of our industry and then freely sharing their findings! Today, I’m going to bundle the most important recent local search marketing statistics and survey findings into a gift basket that you can grab when you need to create a compelling narrative that customers can grasp quickly. Can demonstrate the value of someone special, campaign for bosses and coworkers to buy into an initiative, or even explain to mysterious friends and family what you do for a living.
With a sincere thanks to everyone cited in this column for your brilliant and useful work, here are my top local SEO stat picks that tell the story of our local SEO present and future.
Local search and locality are going strong!
- Small Business Saturday 2021 saw a record-high $23.3 billion spending in the US, with 70% of survey respondents saying American Express’ campaign inspires them to encourage their connections to small and independent shopping.
- There were 32.5 million independently owned businesses in the US in 2021 with fewer than 500 employees and employed 46.8% of the private workforce. Of these, 81 per cent of the companies are so small that they do not have any employees.
- There are more than 6 million single-unit physical business locations and 1.8 million multi-unit physical business locations in the US.
- 69% of people say that at least half of their searches are aimed at local and 37% say that more than two-thirds of their searches are local.
- “Available near me” searches increased by 100% globally in 2020.
- 33% of searches result in the Google Local Pack which is returned based on a MozCast study of 10,000 keywords.
- 88% say it is important to trust the companies they transact with and 67% trust businesses with physical locations, compared to virtual businesses.
- 80% of Americans think large corporations have too much influence on the economy.
- 72% of next-door users say they would give more protection to local businesses if the pandemic ever ends.
The small local business is huge, people want to support it (citing access to unique products and having money in their own communities as key motivators), and Google sees search through a local lens because they know the location of most searchers. It’s hard to tell how prominent the local-digital connection has become in people’s lives, and given the distrust of large corporations and the preference for SMBs, it’s smart to define a narrative that aligns with local community goals.
Data says these local search marketing strategies are winners
- Throw the kitchen sink on your Google Business profile. Businesses that make it to the local pack enjoy 100% increase in clicks and businesses in second place experience the most engagement.
- Most of the local SEO practitioners surveyed say that the primary range of your GBP affects local pack rank more than any other factor, so choose wisely.
- Don’t let Google take a look at you from your other local business listings. 31-40 is the best place to have a Citation on other good platforms, providing an average visibility increase of 55-58%.
- Reviews are your sales force. 87% of consumers read reviews.
- Review management is core to customer service. About half of consumers expect companies to respond to reviews in two days or less. Invest in software that allows you to monitor your reviews across multiple platforms to reduce your response time.
- Most of the local SEO practitioners surveyed say that the rating of your Google business profile affects conversions more than any other factor. Unsurprisingly, this means that satisfying customer satisfaction should be the main goal of all local business types.
- Email marketing delivers the highest ROI of any type of promotion, can provide six times more conversions than tweets, and is 40 times more likely to be noticed by your company than what’s posted on Facebook.
- Phone training is a high priority. Calls to businesses grew 61% through GBP in the first half of 2020.
- 78% of consumers want to message with your business, so start your own SMS program.
- Live chat usage grew 85% during the pandemic, resulting in a 200% increase in live chat-powered sales.
- Only 19% of brands are using video for customer service so far and only 32% are using it for sales. If you are an early adopter then your opportunity here is tremendous.
- Write your environmental and social policy this year. 60% of shoppers say they will change their shopping habits to protect the earth and 83% of young people want to patronize brands that are in line with their values.
Local SEO has become so diverse, but you can manage it with the right tools! If a local business is accessible through multiple digital doors and offers excellent customer service, it will show up in ratings and reviews, which then creates a good cycle of driving more visibility, clicks and conversions. There is no better mindset for local search marketers and their customers than to be customer-centric.
Tales from the Local SEO Workplace
- 70% of us saw marketing budget cuts in 2020 as a result of COVID 19%. Nevertheless, several such studies from Ability have shown that customers who were able to continue investing in SEO saw a substantial increase. It has been one heck of a rollercoaster ride for our industry.
- In 2020, half of our customers already knew they would have new technology and strategies on hold to implement during the pandemic. I expect this number to be higher as we say goodbye to 2021. New developments are here to stay.
- Our customers have seriously invested in implementing digital shopping on their local business websites, but we are in the unsatisfactory scenario of Google hiding website links in 59% of local packs. Still, keep advising customers to double down on their sites and feed Google, fight and flip.
- Google dominates our lives and the fates of our agency clients, but it is estimated that Apple Maps may now have 100 million US users, and many of us are keeping a close eye on its growth.
- Since Amazon captures 50% of US online spending, local SEOs here are also closely watching the development of FTC mistrust, which could positively impact our small local business customers who are more prone to monopolies. Fighting such a tough battle against
- 60% of us Americans are earning the same or more than the median income, which is $57,456 for men and, remarkably, only $47,299 for women working full-time. Only 19% of us are making over $100,000 a year. Depending on where you live, working in SEO can mean a month-to-month existence or a life relatively free of financial worries.
- About 4.3 million American workers across all industries left their jobs in August 2021. Adam Audet offers some thoughtful commentary on its impact on SEO agencies, and my advice is to look for opportunities to be bold when looking for meaningful work in this scenario. a respectable salary.
It goes without saying that local SEO professionals have faced difficulties for the past two years. At the same time, our work has become absolutely essential as many of our clients become integral to the emerging infrastructure that has kept communities resourceful during the pandemic. It is important to remember that although we can live and breathe local business listings, reviews, content, links and customization, the Internet remains a mysterious place for many of our neighbors. COVID-19 is making it more important than ever for us to share our knowledge to help connect the online and offline worlds for customers, businesses and all people in general.
We do important work that deserves a fair pay, and my wish for you in 2022 is to land in a good place, help many local clients, and experience a work/life balance that will bring you peace, possibilities and Provide positive satisfaction!