Getting Ahead of “Local Search”

The conversion rate of consumers searching for a local business can vary widely depending on a number of factors. According to a study by Google, 80% of consumers who conduct a local search on their smartphone visit a store within a day, and 28% of those searches result in a purchase. Another study by the Local Search Association found that on average, 50% of consumers who conducted a local search on their smartphone visited a store within a day. However, it’s worth noting that conversion rates can also be influenced by factors such as the relevance of the search results to the consumer’s query, the quality of the business’s website and online presence, and the consumer’s level of intent to purchase.

Consumers may use a variety of search terms when looking for a local business, here are a few examples:

  • The name of the business or service they are looking for (e.g. “Joe’s Pizza”)
  • The type of business or service they are looking for (e.g. “pizza restaurants near me”)
  • The location they are searching in (e.g. “coffee shops in downtown Los Angeles”)
  • A combination of the above (e.g. “best sushi restaurants in New York City”)
  • Brand names (e.g. “Nike store near me”)
  • Industry specific keywords (e.g. “Dentist open on Sunday”)
  • Product or service related keywords (e.g. “vegan bakery”)
  • Coupons or discounts (e.g. “haircut deals near me”)

It’s important to note that consumers may use different terms depending on their search intent, device, and location. It’s also important to take into account that this list is not exhaustive, and there are many other search terms that consumers might use to find local businesses.