Local SEO Statistics: 30 Essential Insights for 2023

If you own a local business, you can‘t afford to ignore the power of local search engine optimization (SEO). As more and more consumers turn to search engines like Google to find products, services, and businesses near them, showing up in local search results is essential for attracting new customers and growing your business.

To help you understand the importance of local SEO and make informed decisions about your marketing strategy, we‘ve compiled a list of 30 need-to-know statistics. From the rise of "near me" searches to the impact of online reviews, these insights shed light on the current state of local search and provide actionable tips you can use to improve your local online presence.

Let‘s dive in!

Local Search and Consumer Behavior Statistics

1. 97% of consumers looked online for local businesses in 2022, with 12% looking for a local business online every day. (HubSpot)

2. 46% of all Google searches are looking for local information. (GoGulf)

3. "Near me" or "close by" type searches grew by more than 900% over two years. (Chat Meter)

4. 72% of consumers who search for local businesses visit stores within 5 miles. (HubSpot)

5. 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours. (Nectafy)

These statistics show that local search is a crucial part of the consumer journey. With the vast majority of people using the internet to find businesses in their area, and a significant portion of those searches happening on Google, it‘s clear that if you want your business to be found, you need to prioritize local SEO.

What‘s more, local searches have a high conversion rate, with many leading directly to store visits and phone calls. This highlights the importance of not only ranking well, but providing searchers with the information they need to choose your business, such as your address, hours, and contact info.

Google My Business and Local Pack Statistics

6. Businesses with a complete Google My Business listing are 70% more likely to attract location visits from browsing consumers. (Search Engine Land)

7. 84% of GMB listing views originate from discovery searches, while only 16% come from direct searches. (Whitespark)

8. The Google Local Pack appears in the top spot of 93% of searches with local intent. (Moz)

9. 32% of consumers click on the Google Local Pack when looking for a local business. (Moz)

10. Businesses in the Google Local Pack get a 700%+ boost in clicks over businesses that are only in the organic search results. (Digital Marketing Institute)

Google My Business (now called Google Business Profile) is a free tool that allows businesses to manage their online presence across Google, including Search and Maps. Claiming and optimizing your GMB listing is one of the most effective ways to improve your local search performance.

As these statistics demonstrate, having a complete and accurate GMB listing can significantly increase your chances of being found by potential customers. It‘s especially important to focus on discovery searches (when a user searches for a product, service, or category rather than a specific business name), as these make up the vast majority of local search traffic.

In addition, the Google Local Pack (also known as the Map Pack) is a key feature of local search results, appearing at the very top of the page for most local searches. Ranking in the Local Pack can give your business a huge visibility boost and help you stand out from competitors.

Local Reviews and Reputation Management Statistics

11. The average consumer reads 10 reviews before feeling able to trust a business. (BrightLocal)

12. 57% of consumers won‘t use a business that has fewer than 4 stars. (SearchEngineLand)

13. Reviews are the second biggest factor consumers consider when judging a local business, after the business‘s proximity to them. (Whitespark)

14. Businesses that reply to reviews at least 25% of the time have an average of 35% more revenue. (Womply)

15. 85% of consumers trust online reviews as much as recommendations from friends and family. (BrightLocal)

Online reviews are a key part of local SEO and have a major influence on consumer behavior. Not only do they impact your search rankings, but they also serve as social proof, helping potential customers gauge the quality and trustworthiness of your business.

As these statistics show, the quantity, frequency, and diversity of your reviews all matter to both search engines and human users. Consumers rely heavily on reviews to make decisions, and won‘t hesitate to disregard businesses with poor ratings or not enough reviews.

To build trust and encourage more people to choose your business, it‘s important to actively monitor and manage your online reputation. This means generating a steady stream of positive reviews across multiple platforms and taking the time to respond professionally to all feedback, both good and bad.

Local SEO and Mobile Statistics

16. 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. (HubSpot Impact)

17. 78% of location-based mobile searches result in an offline purchase. (SEO Tribunal)

18. Mobile searches for "where to buy" + "near me" have grown by over 200%. (Think with Google)

19. 51% of smartphone users have discovered a new company or product while conducting a search on their smartphones. (Google)

20. 60% of smartphone users have contacted a business directly using the search results (e.g., "click to call" option). (Google)

As mobile usage continues to grow, optimizing for mobile search is becoming increasingly important for local businesses. These statistics highlight the strong connection between local mobile searches and offline actions like store visits and purchases.

To capitalize on this trend, local businesses need to ensure that their websites are mobile-friendly and quick to load. They should also take advantage of mobile-specific features like click-to-call buttons and mobile wallet offers. By providing a seamless mobile experience, businesses can capture more local search traffic and convert those searchers into paying customers.

Local Link Building and Citation Statistics

21. Citation signals (NAP consistency) are the fifth biggest factor influencing local search rankings. (Moz)

22. Businesses with a greater number of backlinks tend to have higher Google Business Profile and localized organic rankings. (Whitespark)

23. The average local business has 81 total listings across various online directories. (BrightLocal)

24. 90% of the top 50 retailers have claimed their local business listing on at least one major directory. (Brandify)

25. Inconsistent NAP (name, address, phone number) information across directories can harm your local rankings. (Search Engine Land)

Local link building and citations are important components of an effective local SEO strategy. Citations refer to any online mention of your business‘s name, address, and phone number (NAP), while local links are any inbound links from other local websites or directories.

Both citations and links help search engines verify your business‘s existence, location, and contact info. They also serve as a vote of confidence in your business, signaling to search engines that you‘re a legitimate and trustworthy local resource.

To improve your local search visibility, focus on building a consistent and accurate citation profile across the major online directories and review sites. You should also seek out opportunities to earn local links from high-quality, relevant websites in your geographic area.

Local Content Statistics

26. 92% of marketers consider content a business asset. (Search Engine Journal)

27. Localized content performs 12x better than more generic content for the same search queries. (Marketing Insider Group)

28. 59% of consumers say they are likely to shop with retailers who offer localized deals and promotions. (Invesp)

29. 70% of consumers abandon purchases from a site lacking good, relevant content. (ContentWriters)

30. 46% of buyers will leave a website if it lacks a message relevant to them personally. (Accenture)

Content is king, and this is especially true when it comes to local SEO. Creating high-quality, locally relevant content is one of the best ways to attract and engage local customers.

As these statistics demonstrate, consumers crave content that speaks directly to their needs and interests. They‘re far more likely to do business with companies that offer localized deals, information, and messaging.

To meet this demand, local businesses should focus on creating content that highlights their local expertise and unique value proposition. This can include everything from blog posts about local events and attractions to landing pages optimized for specific local keywords. The goal is to establish your business as a go-to resource for all things related to your location and industry.

Key Takeaways

Based on the statistics we‘ve covered, here are some key takeaways for local businesses looking to improve their SEO performance in 2024:

• Prioritize your Google Business Profile listing and aim to rank in the Local Pack.
• Encourage customers to leave reviews and respond to all feedback promptly.
• Ensure your website is mobile-friendly and optimized for local keywords.
• Build local citations and links to improve your search visibility and credibility.
• Create locally relevant content that showcases your expertise and value.

By following these best practices and staying up-to-date with the latest local SEO trends, you can help your business stand out in an increasingly competitive local market. While it may seem daunting at first, investing in local SEO is one of the most effective ways to attract more customers and grow your business over the long term.

If you need help getting started or want to take your local SEO efforts to the next level, consider working with a reputable digital marketing agency that specializes in local search. With the right strategy and execution, you can turn these insights into real results for your business.