Infographic: Local Search Evolved

by: @MDGadvertising B Local Search Evolved Online search is like a constantly evolving organism, and the local search space is no different. With continual changes to search algorithms and results displays, staying on top of the local search game is a full-time task. Here, we break down some key points on local search, consumer attitudes, the move to mobile, and ways to improve local search performance. LOCAL SEARCH TODAY SOARING LOCAL SEARCH REVENUE Local search revenue is surging, with Google no doubt taking the lion's share. By 2015, local search revenues are estimated to top $8 billion. Local Search Ad Revenue (in billions) $8.23 $8.07 $7.45 $5.12 $5.96 $6.80 2010 2011 2012 2013 2014 2015 2015 By 2015, 30 percent of all search volume 30% will have local intent. WHAT'S DRIVING LOCAL SEARCH GROWTH 1. Better targeting 2. Increased mobile usage 3. Improved product integration LOCAL GOING MOBILE Mobile searches with local intent have grown tremendously over the last year. Plus, mobile search users are becoming more frequent users. Mobile Search Users Almost every day YOY Change +20% 20% 37% At least 77.1 MILLION once a week YOY Change +4% mobile subscribers use local content on a mobile device, accounting for 33% of all 43% 1-3 times a month mobile subscribers. YOY Change -10% CONSUMERS SEARCHING LOCALLY WHERE CONSUMERS ARE LOOKING HOW OFTEN THEY'RE LOOKING Google dominates where consumers turn to to find local businesses, followed by local search sites and Internet Yellow Pages. Fifty-nine percent of consumers report using Google every month to look for a good local business. Primary Sites Used to Search How Often Do You Use Google to for Local Businesses Locate a Local Business? 24% 74% 14% 17% 16% 17% 12% 9% 10% 7% Portal Local Internet Other Almost A few Every week 2-3 Once a Never (e.g., Google) Yellow (e.g., Citysearch) Search times month times every day (e.g., AOL Pages (e.g., DexKnows) a month a year Local) HOW THEY RESPOND Seventy-one percent of search users report they value the information provided in local Which of the following best describes your opinion and use of Google's local search results. search results?* 36% 23% 14% 15% 12% I find these results really I usually ignore these type of results. I think I don't find these results If they contain the type of business I'm looking for, I use them. these results useful and are really relevant or always use them. convenient. useful. *Respondents were showed a screen grab of local search results UNTAPPED LOCAL LISTINGS CONSUMERS RESPOND TO LISTING IMAGES Many search users report that they notice images or logos on local results more. However, many businesses with local listings don't include images. Attitudes of U.S. Search Users Viewing Local Search Results With Images 37% 23% 20% 20% Images grab my attention and I give Images grab my attention and I'm I ignore these results and look at Images don't grab my attention and don't influence my that business more much more likely to the normal results consideration. contact a business. below. decision. BUSINESSES NOT UTILIZING ALL TACTICS Only 37 percent of businesses have Despite consumer responsiveness to images and other tactics, most businesses don't fully employ available tactics. 37% claimed a local business listing on one or more search engines. Local Search Tactics Used by Businesses 48% Images 48% Listing 20% Videos added to listing 81% Phone number included added to enhanced with with listing listing custom details 60% Listing 43% Listing 5% Mobile 47% description optimized with target keywords associated with Google Tags a range of re- lated business coupons added to listing categories *Among businesses with a local business listing 11% Google Boost SOURCES: DAVID MIHM, MARKETING SHERPA, COMSCORE, LOCAL SEARCH ASSOCIATION, EMARKETER, BIA/KELSEY, BRIGHTLOCAL mdgadvertising.com twitter: @MDGadvertising by: @MDGadvertising B Local Search Evolved Online search is like a constantly evolving organism, and the local search space is no different. With continual changes to search algorithms and results displays, staying on top of the local search game is a full-time task. Here, we break down some key points on local search, consumer attitudes, the move to mobile, and ways to improve local search performance. LOCAL SEARCH TODAY SOARING LOCAL SEARCH REVENUE Local search revenue is surging, with Google no doubt taking the lion's share. By 2015, local search revenues are estimated to top $8 billion. Local Search Ad Revenue (in billions) $8.23 $8.07 $7.45 $5.12 $5.96 $6.80 2010 2011 2012 2013 2014 2015 2015 Вy 2015, 30 реrcent of all search volume 30% will have local intent. WHAT'S DRIVING LOCAL SEARCH GROWTH 1. Better targeting 2. Increased mobile usage 3. Improved product integration LOCAL GOING MOBILE Mobile searches with local intent have grown tremendously over the last year. Plus, mobile search users are becoming more frequent users. Mobile Search Users Almost every day YOY Change +20% 20% 37% At least 77.1 MILLION once a week YOY Change +4% mobile subscribers use local content on a mobile device, accounting for 33% of all 43% 1-3 times a month mobile subscribers. YOY Change -10% CONSUMERS SEARCHING LOCALLY WHERE CONSUMERS ARE LOOKING HOW OFTEN THEY'RE LOOKING Google dominates where consumers turn to to find local businesses, followed by local search sites and Internet Yellow Pages. Fifty-nine percent of consumers report using Google every month to look for a good local business. Primary Sites Used to Search How Often Do You Use Google to for Local Businesses Locate a Local Business? 24% 74% 14% 17% 16% 17% 12% 9% 10% 7% Portal Local Internet Other Almost A few Every week 2-3 Once a Never (e.g., Google) Yellow (e.g., Citysearch) Search times month times every day (e.g., AOL Pages (e.g., DexKnows) a month а year Local) HOW THEY RESPOND Seventy-one percent of search users report they value the information provided in local Which of the following best describes your opinion and use of Google's local search results. search results?* 36% 23% 14% 15% 12% I find these results really I usually ignore these type of results. I think I don't find these results If they contain the type of business I'm looking for, I use them. these results useful and are really relevant or always use them. convenient. useful. *Respondents were showed a screen grab of local search results UNTAPPED LOCAL LISTINGS CONSUMERS RESPOND TO LISTING IMAGES Many search users report that they notice images or logos on local results more. However, many businesses with local listings don't include images. Attitudes of U.S. Search Users Viewing Local Search Results With Images 37% 23% 20% 20% Images grab my attention and I give Images grab my attention and I'm I ignore these results and look at Images don't grab my attention and don't influence my that business more much more likely to the normal results consideration. contact a business. below. decision. BUSINESSES NOT UTILIZING ALL TACTICS Only 37 percent of businesses have Despite consumer responsiveness to images and other tactics, most businesses don't fully employ available tactics. 37% claimed a local business listing on one or more search engines. Local Search Tactics Used by Businesses 48% Images 48% Listing 20% Videos added to listing 81% Phone number included added to enhanced with with listing listing custom details 60% Listing 43% Listing 5% Mobile 47% description optimized with target keywords associated with Google Tags a range of re- lated business coupons added to listing categories *Among businesses with a local business listing 11% Google Вoost SOURCES: DAVID MIHM, MARKETING SHERPA, COMSCORE, LOCAL SEARCH ASSOCIATION, EMARKETER, BIA/KELSEY, BRIGHTLOCAL mdgadvertising.com twitter: @MDGadvertising by: @MDGadvertising B Local Search Evolved Online search is like a constantly evolving organism, and the local search space is no different. With continual changes to search algorithms and results displays, staying on top of the local search game is a full-time task. Here, we break down some key points on local search, consumer attitudes, the move to mobile, and ways to improve local search performance. LOCAL SEARCH TODAY SOARING LOCAL SEARCH REVENUE Local search revenue is surging, with Google no doubt taking the lion's share. By 2015, local search revenues are estimated to top $8 billion. Local Search Ad Revenue (in billions) $8.23 $8.07 $7.45 $5.12 $5.96 $6.80 2010 2011 2012 2013 2014 2015 2015 Вy 2015, 30 реrcent of all search volume 30% will have local intent. WHAT'S DRIVING LOCAL SEARCH GROWTH 1. Better targeting 2. Increased mobile usage 3. Improved product integration LOCAL GOING MOBILE Mobile searches with local intent have grown tremendously over the last year. Plus, mobile search users are becoming more frequent users. Mobile Search Users Almost every day YOY Change +20% 20% 37% At least 77.1 MILLION once a week YOY Change +4% mobile subscribers use local content on a mobile device, accounting for 33% of all 43% 1-3 times a month mobile subscribers. YOY Change -10% CONSUMERS SEARCHING LOCALLY WHERE CONSUMERS ARE LOOKING HOW OFTEN THEY'RE LOOKING Google dominates where consumers turn to to find local businesses, followed by local search sites and Internet Yellow Pages. Fifty-nine percent of consumers report using Google every month to look for a good local business. Primary Sites Used to Search How Often Do You Use Google to for Local Businesses Locate a Local Business? 24% 74% 14% 17% 16% 17% 12% 9% 10% 7% Portal Local Internet Other Almost A few Every week 2-3 Once a Never (e.g., Google) Yellow (e.g., Citysearch) Search times month times every day (e.g., AOL Pages (e.g., DexKnows) a month а year Local) HOW THEY RESPOND Seventy-one percent of search users report they value the information provided in local Which of the following best describes your opinion and use of Google's local search results. search results?* 36% 23% 14% 15% 12% I find these results really I usually ignore these type of results. I think I don't find these results If they contain the type of business I'm looking for, I use them. these results useful and are really relevant or always use them. convenient. useful. *Respondents were showed a screen grab of local search results UNTAPPED LOCAL LISTINGS CONSUMERS RESPOND TO LISTING IMAGES Many search users report that they notice images or logos on local results more. However, many businesses with local listings don't include images. Attitudes of U.S. Search Users Viewing Local Search Results With Images 37% 23% 20% 20% Images grab my attention and I give Images grab my attention and I'm I ignore these results and look at Images don't grab my attention and don't influence my that business more much more likely to the normal results consideration. contact a business. below. decision. BUSINESSES NOT UTILIZING ALL TACTICS Only 37 percent of businesses have Despite consumer responsiveness to images and other tactics, most businesses don't fully employ available tactics. 37% claimed a local business listing on one or more search engines. Local Search Tactics Used by Businesses 48% Images 48% Listing 20% Videos added to listing 81% Phone number included added to enhanced with with listing listing custom details 60% Listing 43% Listing 5% Mobile 47% description optimized with target keywords associated with Google Tags a range of re- lated business coupons added to listing categories *Among businesses with a local business listing 11% Google Вoost SOURCES: DAVID MIHM, MARKETING SHERPA, COMSCORE, LOCAL SEARCH ASSOCIATION, EMARKETER, BIA/KELSEY, BRIGHTLOCAL mdgadvertising.com twitter: @MDGadvertising by: @MDGadvertising B Local Search Evolved Online search is like a constantly evolving organism, and the local search space is no different. With continual changes to search algorithms and results displays, staying on top of the local search game is a full-time task. Here, we break down some key points on local search, consumer attitudes, the move to mobile, and ways to improve local search performance. LOCAL SEARCH TODAY SOARING LOCAL SEARCH REVENUE Local search revenue is surging, with Google no doubt taking the lion's share. By 2015, local search revenues are estimated to top $8 billion. Local Search Ad Revenue (in billions) $8.23 $8.07 $7.45 $5.12 $5.96 $6.80 2010 2011 2012 2013 2014 2015 2015 Вy 2015, 30 реrcent of all search volume 30% will have local intent. WHAT'S DRIVING LOCAL SEARCH GROWTH 1. Better targeting 2. Increased mobile usage 3. Improved product integration LOCAL GOING MOBILE Mobile searches with local intent have grown tremendously over the last year. Plus, mobile search users are becoming more frequent users. Mobile Search Users Almost every day YOY Change +20% 20% 37% At least 77.1 MILLION once a week YOY Change +4% mobile subscribers use local content on a mobile device, accounting for 33% of all 43% 1-3 times a month mobile subscribers. YOY Change -10% CONSUMERS SEARCHING LOCALLY WHERE CONSUMERS ARE LOOKING HOW OFTEN THEY'RE LOOKING Google dominates where consumers turn to to find local businesses, followed by local search sites and Internet Yellow Pages. Fifty-nine percent of consumers report using Google every month to look for a good local business. Primary Sites Used to Search How Often Do You Use Google to for Local Businesses Locate a Local Business? 24% 74% 14% 17% 16% 17% 12% 9% 10% 7% Portal Local Internet Other Almost A few Every week 2-3 Once a Never (e.g., Google) Yellow (e.g., Citysearch) Search times month times every day (e.g., AOL Pages (e.g., DexKnows) a month а year Local) HOW THEY RESPOND Seventy-one percent of search users report they value the information provided in local Which of the following best describes your opinion and use of Google's local search results. search results?* 36% 23% 14% 15% 12% I find these results really I usually ignore these type of results. I think I don't find these results If they contain the type of business I'm looking for, I use them. these results useful and are really relevant or always use them. convenient. useful. *Respondents were showed a screen grab of local search results UNTAPPED LOCAL LISTINGS CONSUMERS RESPOND TO LISTING IMAGES Many search users report that they notice images or logos on local results more. However, many businesses with local listings don't include images. Attitudes of U.S. Search Users Viewing Local Search Results With Images 37% 23% 20% 20% Images grab my attention and I give Images grab my attention and I'm I ignore these results and look at Images don't grab my attention and don't influence my that business more much more likely to the normal results consideration. contact a business. below. decision. BUSINESSES NOT UTILIZING ALL TACTICS Only 37 percent of businesses have Despite consumer responsiveness to images and other tactics, most businesses don't fully employ available tactics. 37% claimed a local business listing on one or more search engines. Local Search Tactics Used by Businesses 48% Images 48% Listing 20% Videos added to listing 81% Phone number included added to enhanced with with listing listing custom details 60% Listing 43% Listing 5% Mobile 47% description optimized with target keywords associated with Google Tags a range of re- lated business coupons added to listing categories *Among businesses with a local business listing 11% Google Вoost SOURCES: DAVID MIHM, MARKETING SHERPA, COMSCORE, LOCAL SEARCH ASSOCIATION, EMARKETER, BIA/KELSEY, BRIGHTLOCAL mdgadvertising.com twitter: @MDGadvertising by: @MDGadvertising B Local Search Evolved Online search is like a constantly evolving organism, and the local search space is no different. With continual changes to search algorithms and results displays, staying on top of the local search game is a full-time task. Here, we break down some key points on local search, consumer attitudes, the move to mobile, and ways to improve local search performance. LOCAL SEARCH TODAY SOARING LOCAL SEARCH REVENUE Local search revenue is surging, with Google no doubt taking the lion's share. By 2015, local search revenues are estimated to top $8 billion. Local Search Ad Revenue (in billions) $8.23 $8.07 $7.45 $5.12 $5.96 $6.80 2010 2011 2012 2013 2014 2015 2015 Вy 2015, 30 реrcent of all search volume 30% will have local intent. WHAT'S DRIVING LOCAL SEARCH GROWTH 1. Better targeting 2. Increased mobile usage 3. Improved product integration LOCAL GOING MOBILE Mobile searches with local intent have grown tremendously over the last year. Plus, mobile search users are becoming more frequent users. Mobile Search Users Almost every day YOY Change +20% 20% 37% At least 77.1 MILLION once a week YOY Change +4% mobile subscribers use local content on a mobile device, accounting for 33% of all 43% 1-3 times a month mobile subscribers. YOY Change -10% CONSUMERS SEARCHING LOCALLY WHERE CONSUMERS ARE LOOKING HOW OFTEN THEY'RE LOOKING Google dominates where consumers turn to to find local businesses, followed by local search sites and Internet Yellow Pages. Fifty-nine percent of consumers report using Google every month to look for a good local business. Primary Sites Used to Search How Often Do You Use Google to for Local Businesses Locate a Local Business? 24% 74% 14% 17% 16% 17% 12% 9% 10% 7% Portal Local Internet Other Almost A few Every week 2-3 Once a Never (e.g., Google) Yellow (e.g., Citysearch) Search times month times every day (e.g., AOL Pages (e.g., DexKnows) a month а year Local) HOW THEY RESPOND Seventy-one percent of search users report they value the information provided in local Which of the following best describes your opinion and use of Google's local search results. search results?* 36% 23% 14% 15% 12% I find these results really I usually ignore these type of results. I think I don't find these results If they contain the type of business I'm looking for, I use them. these results useful and are really relevant or always use them. convenient. useful. *Respondents were showed a screen grab of local search results UNTAPPED LOCAL LISTINGS CONSUMERS RESPOND TO LISTING IMAGES Many search users report that they notice images or logos on local results more. However, many businesses with local listings don't include images. Attitudes of U.S. Search Users Viewing Local Search Results With Images 37% 23% 20% 20% Images grab my attention and I give Images grab my attention and I'm I ignore these results and look at Images don't grab my attention and don't influence my that business more much more likely to the normal results consideration. contact a business. below. decision. BUSINESSES NOT UTILIZING ALL TACTICS Only 37 percent of businesses have Despite consumer responsiveness to images and other tactics, most businesses don't fully employ available tactics. 37% claimed a local business listing on one or more search engines. Local Search Tactics Used by Businesses 48% Images 48% Listing 20% Videos added to listing 81% Phone number included added to enhanced with with listing listing custom details 60% Listing 43% Listing 5% Mobile 47% description optimized with target keywords associated with Google Tags a range of re- lated business coupons added to listing categories *Among businesses with a local business listing 11% Google Вoost SOURCES: DAVID MIHM, MARKETING SHERPA, COMSCORE, LOCAL SEARCH ASSOCIATION, EMARKETER, BIA/KELSEY, BRIGHTLOCAL mdgadvertising.com twitter: @MDGadvertising by: @MDGadvertising B Local Search Evolved Online search is like a constantly evolving organism, and the local search space is no different. With continual changes to search algorithms and results displays, staying on top of the local search game is a full-time task. Here, we break down some key points on local search, consumer attitudes, the move to mobile, and ways to improve local search performance. LOCAL SEARCH TODAY SOARING LOCAL SEARCH REVENUE Local search revenue is surging, with Google no doubt taking the lion's share. By 2015, local search revenues are estimated to top $8 billion. Local Search Ad Revenue (in billions) $8.23 $8.07 $7.45 $5.12 $5.96 $6.80 2010 2011 2012 2013 2014 2015 2015 Вy 2015, 30 реrcent of all search volume 30% will have local intent. WHAT'S DRIVING LOCAL SEARCH GROWTH 1. Better targeting 2. Increased mobile usage 3. Improved product integration LOCAL GOING MOBILE Mobile searches with local intent have grown tremendously over the last year. Plus, mobile search users are becoming more frequent users. Mobile Search Users Almost every day YOY Change +20% 20% 37% At least 77.1 MILLION once a week YOY Change +4% mobile subscribers use local content on a mobile device, accounting for 33% of all 43% 1-3 times a month mobile subscribers. YOY Change -10% CONSUMERS SEARCHING LOCALLY WHERE CONSUMERS ARE LOOKING HOW OFTEN THEY'RE LOOKING Google dominates where consumers turn to to find local businesses, followed by local search sites and Internet Yellow Pages. Fifty-nine percent of consumers report using Google every month to look for a good local business. Primary Sites Used to Search How Often Do You Use Google to for Local Businesses Locate a Local Business? 24% 74% 14% 17% 16% 17% 12% 9% 10% 7% Portal Local Internet Other Almost A few Every week 2-3 Once a Never (e.g., Google) Yellow (e.g., Citysearch) Search times month times every day (e.g., AOL Pages (e.g., DexKnows) a month а year Local) HOW THEY RESPOND Seventy-one percent of search users report they value the information provided in local Which of the following best describes your opinion and use of Google's local search results. search results?* 36% 23% 14% 15% 12% I find these results really I usually ignore these type of results. I think I don't find these results If they contain the type of business I'm looking for, I use them. these results useful and are really relevant or always use them. convenient. useful. *Respondents were showed a screen grab of local search results UNTAPPED LOCAL LISTINGS CONSUMERS RESPOND TO LISTING IMAGES Many search users report that they notice images or logos on local results more. However, many businesses with local listings don't include images. Attitudes of U.S. Search Users Viewing Local Search Results With Images 37% 23% 20% 20% Images grab my attention and I give Images grab my attention and I'm I ignore these results and look at Images don't grab my attention and don't influence my that business more much more likely to the normal results consideration. contact a business. below. decision. BUSINESSES NOT UTILIZING ALL TACTICS Only 37 percent of businesses have Despite consumer responsiveness to images and other tactics, most businesses don't fully employ available tactics. 37% claimed a local business listing on one or more search engines. Local Search Tactics Used by Businesses 48% Images 48% Listing 20% Videos added to listing 81% Phone number included added to enhanced with with listing listing custom details 60% Listing 43% Listing 5% Mobile 47% description optimized with target keywords associated with Google Tags a range of re- lated business coupons added to listing categories *Among businesses with a local business listing 11% Google Вoost SOURCES: DAVID MIHM, MARKETING SHERPA, COMSCORE, LOCAL SEARCH ASSOCIATION, EMARKETER, BIA/KELSEY, BRIGHTLOCAL mdgadvertising.com twitter: @MDGadvertising by: @MDGadvertising B Local Search Evolved Online search is like a constantly evolving organism, and the local search space is no different. With continual changes to search algorithms and results displays, staying on top of the local search game is a full-time task. Here, we break down some key points on local search, consumer attitudes, the move to mobile, and ways to improve local search performance. LOCAL SEARCH TODAY SOARING LOCAL SEARCH REVENUE Local search revenue is surging, with Google no doubt taking the lion's share. By 2015, local search revenues are estimated to top $8 billion. Local Search Ad Revenue (in billions) $8.23 $8.07 $7.45 $5.12 $5.96 $6.80 2010 2011 2012 2013 2014 2015 2015 Вy 2015, 30 реrcent of all search volume 30% will have local intent. WHAT'S DRIVING LOCAL SEARCH GROWTH 1. Better targeting 2. Increased mobile usage 3. Improved product integration LOCAL GOING MOBILE Mobile searches with local intent have grown tremendously over the last year. Plus, mobile search users are becoming more frequent users. Mobile Search Users Almost every day YOY Change +20% 20% 37% At least 77.1 MILLION once a week YOY Change +4% mobile subscribers use local content on a mobile device, accounting for 33% of all 43% 1-3 times a month mobile subscribers. YOY Change -10% CONSUMERS SEARCHING LOCALLY WHERE CONSUMERS ARE LOOKING HOW OFTEN THEY'RE LOOKING Google dominates where consumers turn to to find local businesses, followed by local search sites and Internet Yellow Pages. Fifty-nine percent of consumers report using Google every month to look for a good local business. Primary Sites Used to Search How Often Do You Use Google to for Local Businesses Locate a Local Business? 24% 74% 14% 17% 16% 17% 12% 9% 10% 7% Portal Local Internet Other Almost A few Every week 2-3 Once a Never (e.g., Google) Yellow (e.g., Citysearch) Search times month times every day (e.g., AOL Pages (e.g., DexKnows) a month а year Local) HOW THEY RESPOND Seventy-one percent of search users report they value the information provided in local Which of the following best describes your opinion and use of Google's local search results. search results?* 36% 23% 14% 15% 12% I find these results really I usually ignore these type of results. I think I don't find these results If they contain the type of business I'm looking for, I use them. these results useful and are really relevant or always use them. convenient. useful. *Respondents were showed a screen grab of local search results UNTAPPED LOCAL LISTINGS CONSUMERS RESPOND TO LISTING IMAGES Many search users report that they notice images or logos on local results more. However, many businesses with local listings don't include images. Attitudes of U.S. Search Users Viewing Local Search Results With Images 37% 23% 20% 20% Images grab my attention and I give Images grab my attention and I'm I ignore these results and look at Images don't grab my attention and don't influence my that business more much more likely to the normal results consideration. contact a business. below. decision. BUSINESSES NOT UTILIZING ALL TACTICS Only 37 percent of businesses have Despite consumer responsiveness to images and other tactics, most businesses don't fully employ available tactics. 37% claimed a local business listing on one or more search engines. Local Search Tactics Used by Businesses 48% Images 48% Listing 20% Videos added to listing 81% Phone number included added to enhanced with with listing listing custom details 60% Listing 43% Listing 5% Mobile 47% description optimized with target keywords associated with Google Tags a range of re- lated business coupons added to listing categories *Among businesses with a local business listing 11% Google Вoost SOURCES: DAVID MIHM, MARKETING SHERPA, COMSCORE, LOCAL SEARCH ASSOCIATION, EMARKETER, BIA/KELSEY, BRIGHTLOCAL mdgadvertising.com twitter: @MDGadvertising