When it comes to local search visibility, Google reigns supreme. A recent study conducted by our team dove into the dynamics of search engines—Google, Bing, and Yahoo—and how they treat local businesses in their search results. Spoiler alert: Google offers more real estate for local businesses, making it a powerhouse for those looking to boost their local SEO.
Key Insights from the Research
We posed three burning questions to guide our exploration:
Which search engine provides more first-page space to local businesses?
How does the split of search results vary by keyword type?
How do results differ for geo-modified versus non-geo-modified keywords?
We ran searches on Google, Bing, and Yahoo across seven types of local businesses, analyzing results without location modifiers and with them. The findings were enlightening.
Results Breakdown
The analysis focused on three common result types:
Local results ('Pack')
Large website results ('Organic')
Local business website results ('Organic')
Here’s what we discovered:
Non-Geo-Modified Keywords: Google displayed an impressive six local results on average, compared to three for Bing and four for Yahoo. However, large websites still snagged a hefty 50-65% of the first-page real estate. That means for local businesses, a well-optimized local presence is crucial.
“For local businesses wanting to gain visibility on high traffic generic searches, there isn’t much organic ranking opportunity. The local pack results offer their best shot at page one rankings.”
Long Tail Search Terms: Google served up 50% fewer local results compared to 2014 for long-tail keywords. Surprisingly, Yahoo outperformed both Google and Bing in showing local results, with an average of four local results.
“The long tail is viewed as an opportunity for smaller businesses to compete more equally against larger sites,” and this holds true for local searches too.
Geo-Modified Keywords: The Game Changer
Adding a geo-modifier to your search term changes everything. When we looked at queries like “plumber in Albuquerque,” all three search engines favored local results:
Google displayed the most local results across all search engines for keywords with location modifiers.
Local businesses enjoyed more organic positions at the expense of large websites.
This is where local SEO shines. By incorporating location terms in your content, page titles, and alt tags, you can significantly increase your visibility.
Leisure Keywords: A Different Ball Game
When it comes to leisure businesses—think restaurants and cafes—Google introduced the “snack pack,” showcasing three local results. Bing and Yahoo displayed more local results but still leaned heavily on large websites in their organic results.
“Google is clearly the better option for individual businesses—offering opportunities in both local and organic search.”
Final Thoughts
In this local SEO showdown, Google clearly emerges as the champion for local businesses. However, navigating this digital landscape isn’t a cakewalk, especially with the competition from larger websites. That's where GMB Fox comes in.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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