2024 local consumer search behavior breakdown 

Introduction

As marketers, we understand that consumer behavior is not static; it evolves constantly due to economic shifts, current events, and unexpected disruptions.

The post-pandemic years have been particularly enlightening, highlighting the necessity for continuous evolution in our local strategies – and constant, real-time connection with customers.

To stay ahead in this dynamic landscape, enterprise and multi-location brands must keep a finger on the pulse of industry trends and competitive benchmarks. That’s why we conduct this annual report of local consumer behavior in Google Search, where 77% of consumers go every week – 21% of them daily – to find local businesses to meet their needs.

In our latest report, Rio SEO examined the Google Business Profile performance of 240,095 U.S. business locations throughout 2023. These locations spanned eight diverse categories, encompassing business services, financial services, sit-down restaurants, quick-service restaurants, hotels, retail, healthcare, and multi-family residential properties. In this comprehensive analysis, we uncover valuable insights to guide strategic decision-making for enterprise brands and drive success in every local market.