Curious about the state of local search? We’ve got you covered.
Local SEO is critical for any business looking to compete on a local level.
With a solid strategy in place, you’ll see more traffic, exposure, and customers.
In this post, we’re uncovering the latest local SEO statistics. Use this data to build out an effective strategy that ensures you remain competitive against businesses in your local area.
Ready? Let’s get started:
Local SEO statistics – Editor’s picks
- A top Google search result will have an average click-through rate of 31.7%. (Backlinko)
- 19.9% of local businesses need help with on-site optimization. (Moz)
- 2% of millennials who perform local searches will visit the business. (ReviewTrackers)
- Spending 1%+ of revenue on marketing gives you 14% higher revenue growth. (Brand Muscle)
- 36% of experts think Google Business Profiles plays a huge factor in local search. (Whitespark)
Key local SEO statistics
Local search engine optimization will make you more visible on search engines. Here are a few local SEO stats that’ll help you understand how it can help you appear in Google searches.
We’re also exploring some challenges that local businesses have with their local SEO efforts.
On-site optimization is what local businesses need help with the most.
19.9% of local businesses indicated that they need help with on-site optimization. 11.8% said that they needed help with website design.
11.7% reported needing help with technical analysis of their ranking, traffic, or conversions. 10.6% wanted to look into developing local content. 9.4% want to work on their social media presence. And 8.2% needed assistance with local link building.
Top local search result can expect a CTR of 31.7%.
The top Google search result has an average click-through rate of 31.7%. You want to get the top position because the local SEO statistics show that you’ll get 10 times more clicks compared to the entry in the 10th position.
Moving up in the search results page can result in a 30.8% increase in clicks.
There is a link between voice search and local SEO.
Yes. 58% of consumers use voice search to find information about local businesses. Only 18% said they wouldn’t use voice search to look up details of a local business. However, 25% admitted that they have never tried using voice search before but are open to trying it.
56% of those that have used voice search made local searches using their smartphones. 28% used a laptop or desktop.
26% did their local searches using a tablet.
Millennials are likely to visit a business they’ve performed a local search on.
Local SEO statistics show that 42% of millennials who perform local searches will visit the business most of the time.
Millennials are also 50% more likely to use local search while on the move. They’re also 2 times more likely to search for a local business to visit right away.
22.6% of site traffic are suggested to be from local searches.
One-third of local searches make up organic search for location-based businesses.
Milestone’s research suggests that organic search makes up 46.5% of website traffic while local searches are responsible for 22.6% of site traffic.
Local SEO strategy statistics
Below are local search stats that tackle local SEO strategies that some marketers keep in mind when coming up with a local SEO campaign.
Adding questions in your titles has a 14.1% higher CTR.
Local SEO statistics show that titles that start with how, why, what, or who and end with a question mark have a 14.1% higher click-through rate than titles that are not written as questions.
Google My Business is an important factor to ranking.
According to 36% of local search experts, a local business’ Google My Business (now Google Business) profile is the most important factor to rank in a local pack. 17% believe that reviews are the biggest factor. 16% said that it’s all about a local business’ on-page optimization.
Other factors mentioned are links (13%), behavior (7%), citations (7%), and personalization (4%).
But it’s different for local organic ranking. 34% said that on-page optimization is the most important factor. 31% said that it’s all about the links. 11% believe it’s related to behavior. 7% claimed citations are the key.
Others said personalization (6%), GMB (6%), and reviews (5%).
Businesses got a 14% revenue growth the more thet spent on marketing.
According to local SEO statistics, businesses that spend 1% (or more) of their revenue on marketing got 14% higher revenue growth.
Source: Brand Muscle
Local SEO statistics for businesses
Local businesses need to understand how Google searches can affect their traffic and sales. That way, they can come up with the right local SEO campaign for their business.
Local businesses want to see an increase in conversions and revenue due to their local SET efforts.
66% of local businesses want to see more conversions or revenue as a result of their local SEO strategy.
Other local SEO strategy goals include improving local search rankings (18%) and getting more traffic to local search results (13%).
76% of people visit stores after making a local search inquiry on their smartphone.
76% of users who search their smartphones for something nearby end up visiting a store within the business day.
Also, 28% of those local searches led to a purchase.
The same source adds that 30% of all mobile searches are related to location.
Source: Think With Google
Over half of businesses are not optimizing their sites for local SEO.
58% of local businesses are not optimizing their sites for local SEO.
However, 31% expressed an interest to improve their local SEO. Only 30% of local businesses have a local SEO strategy in place.
Google Business Profile statistics
Google Business Profile (formerly known as Google My Business) plays an important role in local SEO. They help local businesses rank higher in Google searches.
Here are local SEO stats that explain the role Google Business Profile has in ranking better on search engines.
Only 36% of local search experts think having a Google Business Profile is important.
As of 2021, 36% of local search experts think that a Google Business Profile (formerly Google My Business) plays a huge factor in local search. This is a slight increase from 2020’s percentage which was at 33%.
For reference, only 15% of local SEO experts thought that Google Business Profiles mattered as a ranking factor back in 2015.
More images leads to more calls, more requests and more website clicks.
BrightLocal found that businesses with over 100 images on their profile get 520% more calls, 2,717% more direction requests, and 1,065% more website clicks.
In comparison, local businesses that only have 51 to 100 images got 102% more website visits, 62% direction requests, and 29% more calls.
You don’t want to have one image on your profile as you’d likely end up with 12% site visits, 3% direction requests, and 4% calls.
ReviewTracker’s local SEO statistics seem to echo that sentiment. It says the top three local search factors that influence a consumer’s decision to buy from a local business are photos (24%), reviews (21%), and SERP position (21%).
Source: BrightLocal, ReviewTracker
60% of users have contacted a local business directly from their Google Business profile.
60% of smartphone users have contacted a business directly from the search results through its click-to-call option and similar features.
Source: Think With Google
Local SEO statistics sources
There you have it, 17+ statistics all about local search engine optimization.
Your SEO strategy shouldn’t just involve getting more visibility in search engines worldwide, especially if your business primarily operates in one location.
Understanding and implementing on-site optimization is key to local businesses, and almost 20% of businesses struggle to do this.
Using questions in your meta descriptions and setting up a Google My Business is proving to be more essential throughout the years.
These statistics will help improve your local search strategy but data isn’t the only thing you’ll need.
You’ll need the right tools to help you as well – such as keyword research software, rank tracking software, competitive research tools, etc. Be sure to check out our posts on these topics to compare all of your options.
If you want to read more statistic roundups, check out:
- SEO Statistics
- Microsoft Bing Statistics
- Google Search Statistics
- Search Engine Statistics
- Voice Search Statistics
- Digital Marketing Statistics