Brightlocal.com, a provider of local search tools for local marketers and SMBs, has released a new survey of Local SEO’s and US consumers title: Where do local business websites get their traffic & do consumers appreciate local search results? They surveyed 648 Local SEOs and 1,250 US consumers as to the value of Local search results.
Local SEOs reported that Google Places was the number one source of traffic and Google organic was number two, with Google in total providing 58% of all search traffic. (I have asked for clarification of the results but it strikes me as difficult to ascertain with any confidence where a result from Google is coming from with blended results.) All other sites provided a small percentage of the traffic; Yahoo providing 4% in from both local and organic, Bing providing 3% and Facebook 2%. These numbers reinforced the results that I reported in a much smaller sample of rural visitation in January.
The report found that consumers looked more closely at results that included images particularly in younger demographics. It is confirmation of the general perception in the SEO world of the benefits of the Google included visuals. Of particular interest to me, were the consumer usage and satisfaction results.
Question: How often do you use Google to locate and find a good local business? (e.g cafe, bar, plumber, taxi service…)
– 59% of consumers use Google each month to find a good local business
– 31% of consumers use Google each week to find a good local business
Question: In Google’s search results they often display local results*. Which of the following statements best applies to your attitude and use of these types of results?
-71% of consumers value the information contained within local search results.
-This rises to 80% for those aged 16-34; Only 66% of consumers aged 55+ find these results useful