Posted by Colleen Frye & filed under Local Search Focus.

Google Analytics, Anywhere, Anytime.

Google Analytics (GA) is one of the most useful tools out there to understand your business’s digital performance, no matter your website’s size. GA allows users to track their website visitors, measuring traffic across multiple online channels over time. For local businesses though, it can be especially difficult to know which metrics to watch.

Research found that 92% of consumers visit local businesses’ websites when deciding which business to use, so it’s never been more important for local businesses to be monitoring how their website is performing.

However, SEO professionals for local businesses know it can be hard to know what’s ‘normal’ in a given industry, and what you should be striving for. Our partners over at BrightLocal wanted to provide readers with data to help them benchmark their own site’s performance, as well as providing data for folks like us to help prove the importance of tracking users from website visitor to customer.

To do this, BL reviewed anonymous Google Analytics data from more than 11,000 local businesses to track trends over time. Here are their findings:

  • Local businesses attract 414 monthly users and 506 sessions on their website on average
  • The average local business’s website receives 2.17 pages per session, while mobile-only visitors visit an average of just 1.88 pages
  • 13% of local businesses receive fewer than 100 users to their sites each month. 55% receive fewer than 500
  • 29% of local businesses receive fewer than 250 monthly sessions
  • 50% of website traffic comes from organic search, with 37% coming from direct sources
  • The average local business receives no email, paid, or display sessions each month
  • Local businesses receive an average of 1,099 pageviews per month
  • Car dealerships receive significantly more pageviews than other industries. Cleaning businesses, tradesmen, and landscapers receive the lowest number of pageviews
  • The average session on a local business’s website is 96 seconds
  • The average bounce rate for local businesses is 60.23%
  • Bounce rate for mobile is higher at 64.00%

For the full study, click here.

Related Posts

Celebrate the Holidays on Google My Business

It’s hard to believe that the 2019 holiday season is already here; Thanksgiving, Black Friday, Cyber Monday, Hanukkah & Christmas are all right around the corner. In fact, I don’t think I’m remotely ready to be thinking about it. Though in full transparency, I’ve started watching Hallmark Christmas & I’m not mad at it. Between… Read more »

Branded Search Results Change Again on Mobile

Just when we were getting used to the newest way in which Google displayed Google My Business (GMB) listings on mobile devices, it’s changing again. Are you ready!? 😉 Though this new update varies from business to business that we’ve tested and researched, there is a definite look to it that’s noted across the board…. Read more »

Google My Business ‘Trolling’ Opportunities

Below are all the ways that disgruntled customers, bitter employees, and unethical competitors can cause havoc to your Google My Business listing. Not the most uplifting of topics, but it’s well-worth the read because your business is certainly susceptible to vulnerabilities that Google My Business poses. Uploading inappropriate photos Anyone can upload a photo to… Read more »

Google Reviews & Local Business

Two of my VERY favorite topics! Google reviews & local businesses. Yours too, I just know it 😉 As y’all may remember, we use BrightLocal, a keyword ranking tool, to provide you with the most unbiased rankings for your business. We have been using this service for years now and really have come to trust… Read more »

Social Media for Local Business – 6 Ideas You Can Use Over and Over

There’s no denying the challenge local businesses face in competing against large national retailers. Fortunately, many shoppers still prefer to shop at locally owned businesses to support and strengthen their communities. Social media provides an excellent way for local businesses to connect with these shoppers. While the retail chains use social media to blast generic… Read more »