Stats that show why local SEO should be part of your campaign strategy

If you run a business that has a physical location, one of the best things you can do to attract customers is implement a local SEO strategy. Nearly half of all Google search queries have local intent, which means users are seeking location-based results when using the search engine.

In this blog, we’ll highlight the key stats that show just how valuable local SEO can be and why it should be a core part of your digital marketing efforts.

Ready to optimise your business’s online presence for local visibility? Get in touch with the Embryo team today.

What is local SEO?

What is Local SEO?

Local SEO is the process of optimising your online presence to attract more business from relevant local searches. It ensures your products or services are shown to local customers at the exact moment that they are searching for them online.

Unlike general SEO, which targets broader keywords and national rankings, local SEO focuses on helping your business rank for searches in your geographic area. That includes your Google Business Profile, local backlinks, citations, reviews, and location-specific content.

Check out this blog by our Head of Content, Shona Worsman, for more information on what local SEO is and why it’s so important.

Why should local SEO be part of your campaign strategy?

Did you know that 94% of high-performing brands have a dedicated local marketing strategy? This statistic alone demonstrates just how important local SEO is for driving visibility and engagement in specific geographic areas, but many businesses still overlook it; in fact, research suggests that 58% of companies still don’t optimise for local search.

The issue is that many marketers don’t understand why local SEO matters. So, let’s break down the key reasons it should be part of your strategy:

1. There is clear intent and demand from consumers

Consumers aren’t just browsing – they’re actively searching for local businesses with the intent to take action. Whether it’s looking for contact information, directions, or opening hours, searchers are showing strong signals that they’re ready to engage with businesses in their local area.

Here’s what the stats say:

• 61% of consumers use sites like Google to find information about local businesses that are new to them (source: Bright Local).
• 46% of search queries have local intent (source: SE Roundtable).
• 54% of mobile users search for local business hours (source: Artios).
• 42% of searchers click on Google map pack results for local queries (source: Backlinko).
• 28% of local searches lead to a purchase, suggesting high conversion potential (source: Artios).

2. ‘Near me’ searches are on the rise

Consumers are increasingly searching specifically for businesses and services located close to them, often with an immediate need in mind. This reveals a huge opportunity for brands to appear in front of highly engaged consumers right when they’re ready to act by taking advantage of local SEO strategies.

According to Think with Google:

• Mobile searches including ‘can I buy near me’ or ‘to buy near me’ have increased by more than 500% in the last two years, indicating a clear intent to purchase.
• Mobile searches including ‘near me now’ have increased by more than 150%, showing a rising demand for instant information.
• Searches for ‘near me today/tonight’ have increased by more than 900%, reflecting a sense of immediacy in consumer behaviour.
• Searches for ‘open’ + ‘now’ +’near me’ have increased by more than 200%, showing the importance of businesses being open and available when consumers are ready to buy.

3. Local search drives foot traffic and sales

As well as boosting online visibility, local SEO has a direct impact on offline behaviour. Data suggests that when consumers find what they’re looking for through local search, they’re highly likely to visit your physical store, often within 24 hours of making the search.

Here’s what the stats say:

• 78% of mobile searches result in an offline purchase, showing the power of mobile search in driving foot traffic and sales (source: Think with Google).
• 40% of consumers visit Google when researching a purchase they plan to make in a physical store (source: Think with Google).
• 76% of mobile users who search for something nearby visit a local business within 24 hours (source: Artios).
• 88% of consumers doing a local search on mobile visit or call a business within 24 hours (source: Backlinko).

4. Online reviews matter to consumers

Reviews are a powerful trust signal, and today’s consumers rely heavily on what others have to say when choosing a business. Local SEO helps make sure that positive reviews of your business are put in front of potential customers when they search for your product or service, building brand trust and directly influencing purchasing decisions.

According to a study conducted by Bright Local:

• 83% of consumers use Google to find local business reviews.
• 91% of consumers say that local reviews of multi-location brands impact their overall perceptions of big brands.
• 69% of consumers would feel good about using a business if Google reviews described positive experiences.
• 71% of consumers would not use a business with an average review rating below three stars.
• 88% of consumers trust online reviews as much as personal recommendations.

How does local SEO work for larger businesses with multiple locations?

For larger businesses operating across multiple locations, local SEO is essential to ensure the most relevant results are shown to users in different areas. You should create individual landing pages for each location, optimised with unique content that includes local keywords, addresses, business hours, and location-specific services. Make sure you implement structured data markup (LocalBusiness schema) for each location page to help Google better understand and display your business information in rich search results like the local pack or knowledge panel.

Another key aspect of local SEOs for multi-location businesses is responding to customer Google reviews across all locations. This not only boosts credibility but also signals to the search engine that your business is active at every one of your locations.

Ultimately, a strong local SEO strategy tailored for multi-location brands will allow each branch to compete in its own right within the local search results, driving more foot traffic, generating leads, and increasing revenue across all locations.

Check out our guide on managing local SEO across multiple locations for more information.

How do I incorporate local SEO into my existing strategy?

Now that you know the importance of local SEO, it’s time to incorporate it into your existing marketing strategy. That’s where Embryo comes in – our team of SEO experts have a track record of creating successful local strategies that ensure your business appears in front of the right users at the right time.

Check out our case studies, or get in touch today to find out more about our local SEO services.

Local SEO FAQs

Which businesses benefit the most from local SEO?

Any business that has a physical store can benefit from local SEO, whether it’s a restaurant, retailer, or professional services provider such as a law firm or auto repair shop. By engaging in local SEO, these businesses are more likely to appear in front of local customers online, helping to boost foot traffic and sales.

How do I know if people are searching for my services locally?

Tools like Google Search Console, Google Trends, and Google Keyword Planner can help you see if there’s demand in your area. Keep an eye out for phrases like ‘near me’ or ‘[your service] in [location]’ – these are great indicators of local search intent.

What are the most important elements of local SEO?

There are lots of elements that make up local SEO, but some of the key ones include:

• Google Business Profile optimisation
• Local keyword targeting
• NAP (Name, Address, Phone number) consistency
• Online reviews and reputation management
• Local backlinks and citations
• Mobile-friendly website design

For more information, see our local SEO checklist.

What is the Google Map Pack, and why does it matter?

The Google Map Pack refers to the three local business listings that appear at the top of local search results.

If your business ranks in this pack, it will significantly boost your local visibility, click-through rates, and foot traffic.

Can I manage local SEO on my own or should I hire an agency?

While some aspects of local SEO can be handled yourself, it’s worth working with an agency like Embryo to see the best results. We’ll provide the expertise and strategies you need to accelerate your results and maximise ROI. Contact us online or give us a call on 0161 327 2635.