Rio SEO and Forsta’s Enterprise Local Retail Search Insights whitepaper reveals compelling search discovery and conversion trends throughout the first half of 2022.
New proprietary research conducted by Rio SEO and Forsta found retailers’ search discovery metrics, including Google Business Profile (GBP) listing views and searches, rebounded in the second quarter of 2022 after a challenging first quarter. Retailers collectively were met with numerous external factors, including health-related and macroeconomic hurdles, to overcome in the first half of the year. This includes lingering COVID-19 concerns, rising inflation and in turn, less discretionary funds available to fuel the economy. Despite these myriad of concerns, consumer interest in engaging with retailers grew substantially in Q2 when compared to Q1 as evidenced in the whitepaper.
Additionally, Rio SEO and Forsta saw a staggering increase in business listing conversion actions for retailers in Q2 versus Q1, including total business listing clicks, website clicks, clicks for driving directions, and clicks to make a phone call. The most significant increases in conversion actions were total clicks and clicks for driving directions. This points to continuing interest in retail consumption, despite global and national hindrances.
“Retail brands were an industry which perhaps faced with the most adversity the first half of the year,” said Mick Wilson, Vice President of Customer Success. “Yet, our research with Forsta shows retailers continue to see growth in terms of local search discovery and conversions despite concern of a recession. Through these findings, retail brands can see how their own performance compared to other national retailers throughout the first half of 2022, explore some of the macroeconomic factors that impacted retailer performance, and discover proven tips for improving the local experience for searchers actively looking for products and stores, as well.”
In this whitepaper, Rio SEO and Forsta analyzed local search data for over 64,000 U.S. business locations of 66 multi-location retailers throughout the first half of 2022, including: local organic search volume, local search (Map Pack) views, clicks on a MapPack listing, website clicks, clicks to make a phone call, and clicks for driving directions.
Visit Rio SEO’s website to access the full whitepaper and dive deeper into the findings.
About Rio SEO
Rio SEO is the leading local marketing platform for enterprise brands. The Open Local Platform provides multi-location organizations with a comprehensive, seamlessly integrated suite of turnkey local marketing solutions proven to increase brand visibility across search engines, social networks, map applications, and more. The world’s leading enterprise brands – retailers, restaurants, hospitality, financial services, healthcare, and more – rely on Rio SEO’s innovative technology and local marketing expertise to drive motivated, measurable online traffic to websites and physical locations. Rio SEO is part of Forsta, a global leader in customer experience (CX), employee experience (EX) and market research (MR). The combined technologies of Forsta and Rio SEO enable brands to engage consumers throughout the entire customer journey from discovery to purchase to advocacy. For more information, visit http://www.rioseo.com.
Forsta, a Press Ganey company, powers the HX (Human Experience) Platform – a comprehensive Experience and Research Technology platform that breaks down the silos between CX (Customer Experience), Employee Experience (EX), Market Research – so that companies can get a deeper, more complete understanding of the experiences of their audiences. The HX Platform gathers and analyzes data, and translates the findings into shareable actions to inform decision-making and drive growth. Forsta’s technology, combined with its team of expert consultants, serves organizations across a variety of industries including financial services, healthcare, hospitality, market research, professional services, retail and technology. Forsta is recognized as a Leader in the 2021 Gartner® Magic Quadrant™ for Voice of the Customer. For more information, visit www.forsta.com.