Local consumer search behavior breakdown

Consumer behavior shifts occur often, given economic changes, current affairs, and other unforeseen disruptions. However, the shifts marketers have seen and experienced over the past two years are a reminder that your local strategy must continually evolve. Keeping a pulse on how others perform in your industry is one way to recognize ongoing trends and benchmark your success. That’s why we study how external factors (such as macroeconomic and healthcare concerns) impact local Google Search trends for enterprise brands each year.

In this study, Rio SEO analyzed local search data for more than 164,000 U.S. business locations over the span of 2022. These locations were organized into eight diverse categories including service businesses, financial services, full-service restaurants, quick-service restaurants, hospitality, retail, healthcare, and multi-family residential.

For each business location, we tracked:

• Local searches
• Local listing views
• Total clicks (conversions)
• Clicks to call
• Clicks to website or local page
• Clicks for driving directions

As this is our third annual report of this type, some charts contain year-over-year information and commentary may include references to 2020 data, as well.