For many local businesses, deciding which marketing or advertising channels to invest in is difficult. The decline of local publishing has fractured local audiences, rendering traditional methods much less effective.
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Subsequently, search engines are now the way most people seek and discover local businesses. Google and other search engines have done a good job of integrating local listings with customer testimonials, integrated maps with directions, easy contact information, etc. Search engines have really angled themselves to become the go-to resource for local merchants.
This means that executing an active SEO strategy is now the best place to spend marketing dollars.
Search Engines are Now the Dominant Channel for Local Business Marketing
86% of consumers rely on the internet to find a local business
29% of consumers search for local businesses at least once every 7 days
72% of consumers say search is their first choice to find information on local merchants
First Page Google Rankings are Essential to Success
Google has an 85.8% market share on search (94.5% on mobile!)
46% of all Google searches are local
75% of users never scroll beyond the first page of search results
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