Survey: Where do local business websites get their traffic & do consumers appreciate local search results?

Posted by & filed under Google Places, Research.

About Survey Findings

The following findings are drawn together from two (2) separate online surveys that were conducted by BrightLocal.com between February & April 2011.

>>Survey 1: Local Business Website Review: Traffic Sources: volume & ranking

We asked 648 professional Local SEO providers to answer a set of questions relating to their observations and beliefs about the sources of traffic (website visitors) to their local clients’ websites. In total these 648 professional SEOs handled/have handled online marketing work for over 5,000 local businesses in the last 24 months which provides a good sized sample to base these findings upon.

All answers were provided anonymously and we did not request evidence to be supplied to support their answers.

>>Survey 2: Online Consumer Search Behavior: Awareness, Consideration and Appreciation of Local Search Results

We asked 1,250 consumers* to answer 3 questions relating to their use of online search engines. The survey specifically focused on their use of Google & Google Places and if they ‘Liked’ & ‘Valued’ the inclusion of local search results within main, organic search results.

*All 1,250 consumers were based within the United States (US).

 

Survey Objectives

 

The combined objectives of these surveys is to attempt to answer the following questions -

 

  • - From what websites do typical local businesses receive most of their website visitors?
  • - Where should we focus our local-online marketing efforts?
  • - How Regularly to Local Consumers use Local Search Services to find Local Businesses?
  • - Do local consumers find Google Places and Local Search services useful?

 

 


 

Combined Survey Highlights

  • Google Places drives 33% of all website visits to local business websites
  • Organic search drives 25% of all website visits to local business websites
  • Yahoo & Bing account for less than 7% of all website visits to local business websites
  • 59% of consumers use Google every month to locate a good local business
  • 71% of search users value local search results & actively use these results
  • 60% of consumers give more consideration to local results that have images

 


 

Survey 1: Local Business Website Review: Traffic Sources: volume & ranking

 

Question: Please rank these traffic sources in order of their volume of website visits generated?

Key Findings:

>>Google Places drives the most website visits, followed by Google organic comes second.

>>Direct traffic (known URL) accounts for less than 1/4 of local business traffic

Something to note – these findings are based upon the experiences of professional SEOs who have carried out SEO campaigns for their clients. Therefore it’s extremely likely that results for search-originated traffic will be higher than for non-optimized businesses.

 

Question: What percentage (%) of website visits do these traffic sources provide to your local business client websites?

Key Findings:

>>Google Places drives 33% of visits to local business websites

>>Google Organic drives 25% of visits to local business websites

>>Combined, Google drives 58% of website traffic to local business websites

>>Yahoo & Bing account for less than 7% of website traffic to local business websites

 

For comparison….

A recent (Jan, 2011) blog post by Mike Blumenthal published results for a small study that reviewed traffic sources for 16 local business websites. These sites had done very little SEO/online marketing and therefore their results can be treated as a useful control sample. Here are the results and a link to the full findings on Mike’s Blog -

>>Google drove 44% of ALL website visits (no distinction between Google Places & Google Organic provided)

>>Google accounted for 74% of total SEARCH traffic (‘Other’ Search Engines provided 26% of search traffic

>>Facebook generated just 1% of website visits

View full post here – http://blumenthals.com/blog/2011/01/11/how-much-traffic-do-local-sites-get-from-google/


 

Survey 2: Online Consumer Search Behavior: Awareness, Consideration and Appreciation of Local Search Results

 

Question: How often do you use Google to locate and find a good local business? (e.g cafe, bar, plumber, taxi service…)

Key Findings:

>>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?

*A screen grab showing ‘Local Search Results’ was attached to survey to provide clarity

Key Findings:

>>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

 

Question: Google sometimes displays ‘local results’ with an image or logo of a business*. Which of the following statements best applies to your attitude and use of these types of results?

*A screen grab showing ‘Local Search Results’ was attached to survey to provide clarity

Key Findings:

>>60% of consumers give more consideration to local results that have images

>>23% of consumers are much more likely to contact a local business that has an image attached to it’s listing


 

Who are BrightLocal?

BrightLocal is a specialist local marketing business. We provide Local SEO Tools which help local businesses & local SEO providers save time, effort and money on their local SEO activities.

The local Search Rank Checker

Our newest Local SEO tool is called The Local Search Rank Checker.

This unique web-based rank checker tool tracks rankings within local search engines such as Google Places, Yahoo Local & Bing Local. It also tracks local search results within main, organic results and identifies if a local business appears within listings for local directories such as Yelp and Superpages. It offers white-label reporting and week on week historical rank comparisons so you can easily monitor and record your rankings over time.

Click Here To Try the Local Search Rank Checker FREE Now!

 

Myles Anderson Myles Anderson

About the Author

In my capacity as CEO, i get involved in all areas of the business but my 2 biggest passions are our 'Tools' and our 'Customers'. It's my job to ensure that we continue to extend and improve our tool-set to meet our customers ever-changing needs. But it's just as important that we deliver excellent customer service to match our tools - one without the other just doesn't cut it!

4 Responses to “Survey: Where do local business websites get their traffic & do consumers appreciate local search results?”

  1. Mergers and Acquisitions

    An impressive share! I have just forwarded this onto a co-worker who has been doing
    a little research on this. And he actually ordered me dinner because I
    discovered it for him… lol. So allow me to reword this….
    Thanks for the meal!! But yeah, thanx for spending time to talk
    about this issue here on your web site.

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