Let’s talk local search. If you own a small business, you already know the deal: having your business pop up in search results when someone is Googling (or Binging, or Yahoodling...?) is a game-changer. But which search engine really gives you the most love? Spoiler alert: Google is still the king, but Bing and Yahoo may have more going for them than you think. Let’s break it down.
Google: The Giant We All Know
There’s no getting around it—Google dominates the search game, holding over 90% of the market share. For local businesses, this is massive. If you’re not on Google, you’re missing out. But what does that dominance mean for local SEO?
Google is super generous when it comes to local search results. For generic terms like “plumber” or “restaurant,” Google gives 40% of the first page real estate to local results. And they don’t stop there—Google also gives about 19% to local business websites. That means nearly 60% of Google’s first page is dedicated to helping you, the small business owner, get found.
“Google believes local results are the best answer for generic searches,” one study points out, and that’s good news for small businesses trying to compete with larger chains. But is Google the only game in town? Not exactly.
Bing: The Underdog
Bing isn’t just for people who accidentally end up there because their browser defaults to it. It actually holds about 6% of the search engine market, and guess what? Bing loves local businesses, too—sometimes even more than Google. For service-related searches like “radiator repair,” Bing devotes 55% of its first page to local businesses, compared to Google’s 32%. If you're a local business with specific services to offer, Bing might be your secret weapon.
Yahoo: The Surprise Contender
Remember Yahoo? Yeah, it’s still around, and though it may only have about 3% of the market share, it actually gives more local results for long-tail search terms (think “best divorce lawyer in Phoenix AZ”) than Google. Yahoo is consistent with its local focus across all search types, meaning it’s still a decent platform for certain niche industries.
Geo-Modified vs. Non-Geo Modified Searches
Here’s where things get even more interesting: Google tends to give more local results for searches that don’t include a location (e.g., “plumber”), while Bing and Yahoo favor searches with a geo-modifier (e.g., “plumber in Phoenix AZ”). This means if you’re trying to target local customers without them needing to type in your city or region, Google’s your best bet. However, if your audience tends to be location-specific, Bing and Yahoo might outperform Google.
The Long-Tail Advantage
Now, let’s talk long-tail keywords—those super-specific search terms like “emergency heating repair in downtown Dallas.” For these, Yahoo and Google take the lead with 31% and 28% of their results showing local businesses. Bing, however, focuses more on local business websites, which is excellent for small businesses trying to drive traffic to their own sites rather than directory listings.
So, Which One Wins?
If you’re focusing your local SEO efforts purely on Google, you’re definitely on the right track, especially for generic and service terms. Google’s ability to pull in local results from non-geo-modified searches gives it an edge. But don’t sleep on Bing and Yahoo—especially if you’re targeting niche services or long-tail keywords.
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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