Local search behaviours
Last year, local SEO software provider RIO dataset SEO published its 2021 Local Search Consumer Behaviour Study, which analysed users’ local search habits and the impact of Covid-19. It found that 90% of people searching for businesses in their local area were looking to make a purchase – either immediately or within seven days.
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This shows how strong purchase intent is for local searches and the importance of being discoverable in every location. The same study finds 73% of local searchers aged 40-50 years old are looking to complete a purchase within 48 hours and 63% of local searchers aged 24-39.
According to a study published by Backlinko, almost half (42%) of local searchers click on results showing inside the Google Maps pack. That tells us the local results in the Google Maps pack have a combined CTR of 42%, which is way above average considering almost 65% of all queries supposedly generate no clicks at all.
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This reinforces the data showing local are you embarrassed by your list of phone number skills here’s what to do searchers typically have a high purchase intent. They’re looking to buy now and they interact with local listings through clicks, including website visits, phone calls and even in-store visits.
The vast majority of these searches are taking place on Google and, according to data from BrightLocal, 81% of local searchers used Google to find businesses in their area in 2021 – up from 63% in 2020.
While fewer people use other channels to find local businesses, Yelp saw the greatest increase with a jump to 53% in 2021 from 32% in 2020. Most of the major platforms enjoyed a boost in activity but it’s more bad news for Facebook with a drop in the percentage of people using the app to evaluate local businesses.
Local search trends
Google data shows the pandemic encouraged singapore number consumers in the UK to seek out new brands and it also changed their priorities. Shoppers were less concerned about recommendations from other buyers and more interested in availability (44%), price (43%), convenience (36%), and speed (33%).
Of course, we have to consider the disruption caused by Covid-19 and the impact on local search behaviours may be temporary. Yet research carried out by McKinsey suggests many of the habits consumers picked up during the pandemic could be here to stay.