If you’re investing in local search engine optimization (SEO) for your business, you need to know what works.
We’ve compiled the latest local SEO statistics to help you formulate a data-driven strategy for succeeding in local search.
Here are some of the top local SEO stats you should know:
- 58% of businesses don’t optimize for local search, and only 30% have a local SEO plan in place
- Businesses in the local map pack get 126% more traffic and 93% more calls, website clicks, and requests for directions compared to businesses ranked in spots 4-10
- 62% of people would avoid using a business if they encountered inaccurate information about it online
- 78% of people won’t consider a business with a rating lower than 4 stars
Local SEO Adoption & Strategy
Many businesses still aren’t taking full advantage of local SEO. Most don’t even have a clear strategy in place.
And many still rely on ad-hoc and DIY efforts.
Having a well-defined local SEO plan will put you ahead of the majority of businesses in your area.
- 58% of businesses don’t optimize for local search, and only 30% have a local SEO plan in place. (ReviewTrackers)
- 94% of high-performing brands have a set local marketing strategy. (Brand Beacon Report, 2024)
- 56% of business owners manage local SEO for their business themselves. And 25% have someone on their team do it. (Semrush)
- 70% of local businesses have performed a local SEO site audit at some point. (Semrush)
- 67% of local businesses have never performed a technical SEO audit. (Semrush)
- 69% of local businesses use SEO tools or keyword tracking software to track how their business ranks for relevant local search terms. (Semrush)
Pro tip: Semrush’s Map Rank Tracker tool makes it easy to track your business’s rankings in the local map pack. It can even track local rankings down to a specific ZIP code.
Local Search Rankings & Visibility
Having your business appear in the top three results in local search (also known as the local map pack) can increase your business’s visibility significantly.
If you’re not appearing in the local map pack consistently, you’ll likely need to work on your on-page SEO, local backlinks, and Google Business Profile.
- Businesses in the local map pack get 126% more traffic and 93% more calls, website clicks, and requests for directions compared to businesses ranked in spots 4-10. (SOCi)
- Businesses in the local map pack have an average of 993 backlinks and 216 referring domains (Semrush).
- 38% of businesses in the top 3 spots in local search include the target keyword in their business name on their Google Business Profile. (Semrush)
- Businesses in the top three spots in local search results have an average of 561 Google reviews and an average review rating of 4.8. (Semrush)
Image Source: SOCi
Consumer Behavior in Local Search
Understanding consumer behavior is key to succeeding in local search.
The stats below show how frequently consumers search for local businesses, which devices they use, and what types of information impact their purchasing decisions.
- The top three factors that influence consumers’ decisions in local search include photos, Google reviews, and a business’s position on the search results page. (ReviewTrackers)
- 8 out of 10 US consumers search for local businesses online at least once per week. (SOCi)
- 57% of local searches are performed using mobile devices. (ReviewTrackers)
- Among all age groups, millennials are the most likely to perform local searches with the intention of visiting a business immediately. (ReviewTrackers)
- 40% of people search for a business’s opening hours online at least a few times per month. (BrightLocal)
- 39% of people check local business information at least once a month to confirm it’s accessible, child-friendly, or dog-friendly. (BrightLocal)
- 23% of people encounter fake business listings online at least once a month. (BrightLocal)
- 62% of people would avoid using a business if they encountered inaccurate information about it online. (BrightLocal)
- 56% of people find inaccurate information about a business online at least once every few months. (BrightLocal)
Image Source: ReviewTrackers
Online Reviews: Behavior, Trust & Impact
Reviews have a significant impact on consumers’ purchasing decisions.
But just having positive reviews isn’t enough. Monitoring reviews and responding to both positive and negative feedback is crucial for maintaining a stellar online reputation.
- 83% of people use Google to find reviews of local businesses. (BrightLocal)
- 75% of consumers always or regularly read online reviews when researching local businesses. (BrightLocal)
- 74% of consumers use two or more online platforms to check reviews when deciding whether to use a local business. (BrightLocal)
- 48% of U.S. consumers use local news outlets to find reviews of local businesses. (BrightLocal)
- The top five most trusted platforms for finding information about a local business include Google, Google Maps, a business’s official website, Facebook, and Yelp. (BrightLocal)
- More than three-quarters of U.S. adults watch video content when searching for information about local businesses. (BrightLocal)
- 88% of consumers have avoided a business after seeing negative reviews about it. (ReviewsOnMyWebsite)
- 78% of people won’t consider a business with a rating lower than 4 stars. (ReviewsOnMyWebsite)
- 69% of people feel positive about using a business after reading reviews that detail positive experiences. (BrightLocal)
- Every 10 new reviews a business earns increases the conversion rate of its Google Business Profile by 2.8%. (SOCi)
- For every 25% of reviews that a business responds to, the conversion rate of its Google Business Profile improves by 4.1%. (SOCi)
- Calls, website clicks, and requests for directions from a Google Business Profile increase by 44% when a business improves its star rating by one star. (SOCi)
- 61% of local businesses use review management software. (Semrush)
- 96% of people are open to writing a review for a business. (BrightLocal)
- 54% of all Google reviews never receive a reply. (SOCi)
Image Source: ReviewsOnMyWebsite
Improve Your Local SEO Strategy
Semrush Local includes all the tools you need to improve your business’s visibility in local search. You can use it to manage your business’s online listings and reviews, track local search rankings, and more.
