Local Search Index Study from Go Local Reveals Local Search Behavior Varies by City and Industry

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Study reveals why marketers need to localize campaigns to reach online and mobile consumers. Given the importance of local search in the online marketing arena, Go Local announced today a summary of findings from its Local Search Index Study. The data outlines for marketers how local search behavior varies by device type, by city size, and also by industry type.

Kansas City, KS, United States., February 9, 2012 - (PressReleasePoint) - Given the importance of local search in the online marketing arena, Go Local announced today a summary of findings from its Local Search Index Study. The data outlines for marketers how local search behavior varies by device type, by city size, and also by industry type.
 
The study establishes a set of local search indices that track search activity across 50 cities in the United States for 30 industries. This index is actually made up of two components, PC search activity and mobile search activity. These two components combine to generate one index value call the Local Search Index (LSI). Each month the indices will be updated to identify increases or decreases in local search volume throughout the year.
 
Local Search Index (LSI) values:
·      Local Search Index - 432.73
·      Local Search Index for PCs - 346.60
·      Local Search Index for Mobile - 86.13

PC versus Mobile Search
 
As more consumers acquire smartphones, it is important for marketers to understand the effect mobile has on search volume. Based on Go Local’s January Report, PCs accounted for 80-percent of search volume while mobile devices contributed the remaining 20-percent. Although PCs represent a larger percentage of total search volume, when breaking these figures down into geo-targeted versus non-geo-targeted searches, the study shows that percentages are more comparable. Geo-targeted searches refer to searches with an explicitly stated location (ex. “Kansas City Chinese Restaurant”). In this scenario, mobile has a slight edge with 35-percent of searches being geo-targeted compared to 33-percent for PCs.

Population Size Affects Local Search
 
In addition to overall search trends, the Local Search Index Study demonstrates major changes in consumers’ search habits based on their location.
 
When searching on PCs, people in larger populated cities are 47-percent less likely to geo-target their searches using the name of their major metropolitan area. However, in smaller populated cities, people are 57-percent more likely to geo-target their searches with their specific city name.
 
This same trend is seen for mobile devices, as people in larger cities are 52-percent less likely to geo-target their searches using the name of their major metropolitan area. However, in smaller cities, people are 65-percent more likely to geo-target their searches with their specific city name.
 
Local Search Trends by Industry
 
The Local Search Index also reveals how consumers search behavior varies across thirty industries. In the report, car dealers, restaurants, and hotels are a few of the top industries where people are most likely to geo-target their searches. To the contrary, loans, insurance, and banks are a few of the industries where people are least likely to geo-target their searches.
 
To download a full copy of the report visit LocalSearchIndex.com or MobileSearchIndex.com.
 
In addition to the data included in the study, Go Local will regularly release city level and vertical specific data throughout the year.
 
About Go Local

Go Local is a local search marketing agency based out of Kansas City. Go Local understands the importance of local search and tapping the local market and helps clients discover, target, and connect with local customers both online and mobile, to help grow their business.
www.golocal.com

Media Contact:
Jason Barrett
President, Go Local
Phone: (913) 231-3083
Email: Jason.Barrett@golocal.com
Twitter: @jasondbarrett