When it comes to local search, Ricky Bobby said it best: “If you ain’t first, you’re last.” To drive organic conversions and phone leads, you need to rank on page one — most searchers won’t ever click to page two. These local search trends show why you need to update your strategy to drive more high-value phone leads.
4 in 5 consumers use search engines to find local information 1
46% of Google searches are looking for local information 1
Mobile Search Share 2020
60% - Travel
59% - Healthcare
54% - B2B
51% - Finance
50% - Education
1. Google
49% - Direct
21% - Google Organic
14% - Google Paid
10% - Facebook
2. Oribi
Growth in search traffic (2021 vs. 2020)
53% - Organic Search
15% -Paid Search
3. SEO Inc.
US mobile search ad spend projections for 2021
$44 billion - expected for 2021
22% - increase from 2020
4. eMarketer
67% of Google paid search clicks are on smartphones
62% of Google organic search visits are on smartphones
5. Merkle
Organic search clicks by SERP position
29% - 1st Organic Result
15% - 2nd Organic Result
11% - 3rd Organic Result
6. Sistrix
18% of local smartphone searches led to a purchase within a day compared to 7% of non-local searches 1
Mobile devices will influence over $1.4 trillion in local offline sales this year 7
Consumers are 39% more likely to call when using mobile search to find a business 1
60% of consumers said they overwhelmingly prefer to engage with Google My Business by calling 8
88% of mobile searches for local businesses result in a call or visit within 24 hours9
Over 80 million calls are driven directly from Google search ads every month 1
39% of Google Ads calls are from call extensions
61% of Google Ads calls are from website visitors
10. Invoca
GMB listings with 25 photos or more get 5x more calls than those with 1 GMB listings with 10 photos get 3x more calls than those with 1
8. BrightLocal
Phone calls to businesses convert to customers 3x more than web clicks 1
Consumers that call a business are 4x more likely to work exclusively with them 11
84% of marketers report that phone calls have higher conversion rates and AOVs than other engagements 7
32% - Google organic
20% - Google paid call extensions
27% - Google My Business
of Calls are Sales Opportunities
10. Invoca
Want to learn how conversation intelligence can help you drive more sales calls from local search? Request your personalized walkthrough of Invoca.
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