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Whether consumers are researching their options or looking for a good deal, more than 60% of purchase journeys begin online. That means small businesses need a strong online presence and a strategy to ensure they show up when shoppers use search engines. The following statistics demonstrate just how important it is for businesses to appear among the top search results.
1. 93% of consumers have used the internet to find and evaluate local businesses.
The vast majority of consumers searched online for local businesses last year. Nearly three quarters of those consumers searched for businesses weekly, and many searched every single day. Search engine visibility is, therefore, critical to brand awareness.
2. 94% of consumers used an online directory to find information about local businesses.
When consumers look for specific information about a business–like their phone number, hours of operation or customer reviews–they’re most likely to use an online directory. If consumers can’t find that information online, or if the information is inaccurate, they’re likely to choose a competitor instead.
3. Of those users, 66% used online business directories to evaluate businesses.
Online business directories like BBB.org display all the information a consumer might need to decide whether they want to buy from a business, including customer reviews and ratings. All of this information empowers shoppers to make smart purchasing decisions.
4. 25% of search engine users click on the first search result.
The top search results get maximum visibility and generate the most clicks. In fact, the top spot is so coveted that many businesses are willing to pay for it by purchasing ads.
5. Results on the second page of a search generate less than a 1% click through rate.
Shoppers are unlikely to find businesses if they appear beyond the first page of results, and they’re even less likely to buy from them.
6. 72% of consumers visit a business within five miles of their home.
Most search engine users are looking for information relevant to their neighborhood. Maintaining accurate information on your website and online profiles helps ensure your business shows up when nearby shoppers search for your products or services.
7. Within 24 hours, 88% of consumers will call or visit a business.
Consumers search for businesses online when they have intent to buy. Appearing prominently among the search results doesn’t just guarantee major brand recognition, it also generates real sales leads.
8. 28% of online searches lead to a purchase.
Roughly one third of search engine users are ready to buy right away, and the other two thirds are searching for businesses they’ll need in the future. Showing up when consumers search for your products and services enables you to capture the attention of shoppers at various stages in the buying process – ensuring a robust list of sales opportunities.
What this means for your marketing strategy
Most customer journeys begin online–specifically on the first page of search engine results. But not all of those shoppers are ready to buy right now. Because two thirds of searches relate to future purchases, businesses should also develop a strategy to re-engage early stage shoppers using social media, display advertising and email marketing.
To learn more about growing your business online, check out effective digital advertising strategies.
Check out more BBB Business News, and visit our business resources page.