90% of shoppers make purchases inside per week of looking

“Brands need to better adapt to ever-evolving behavioral changes and optimize their marketing strategies accordingly to make it easier to do business with,” said Mick Wilson, vice president of customer success, Rio SEO.

Throughout the pandemic, the majority of consumers who participated in local online searches made a purchase within a week of their first search. This finding is just one of many findings from a recently published study by Rio SEO, the leading provider of local marketing platforms for corporate brands, agencies and retailers.

Local search trends are useful predictors of consumer behavior, decision making and shopping / booking behavior both online and offline. The new study reveals how search queries are carried out, what impact ratings and reviews have on the decision-making process, and which platforms consumers use most frequently during their purchase process.

Rio SEO’s study of consumer behavior in local search 2021 found that most consumers (90%) make a purchase within a week of their first search and a significant percentage (83%) use Google search to find out more about businesses in the To experience proximity. Roughly the same percentage of respondents (84%) said they expect the information on a brand’s website and on the Google My Business listing to be accurate and up-to-date. And nearly three-quarters of respondents agree that reviews displayed on the brand’s website influence their purchase decision.

Other important highlights and insights from Rio SEO’s “Survey on Consumer Behavior in Local Search 2021” are:

  • 61% of local consumers search local every day.

  • 53% of local consumers are most likely to search for retail store information.
  • 75% of local consumers agree that the first-party reviews displayed on a brand’s website are likely to influence their purchasing decision.
  • 51% of consumers said they have more confidence and trust in a local business when they see it actively responding to reviews.

“People make local buying decisions quickly and largely base their decisions on the accuracy of a brand’s online presence,” said Mick Wilson, vice president of customer success, Rio SEO. “As a result, brands need to better adapt to the ever-evolving changes in behavior and optimize their marketing strategies accordingly to make doing business with them easier.”

Businesses, consumers, and marketers can use the latest Rio SEO study to understand how local pages and listings are performing in active markets, what interactions are taking place on first- and third-party review sites, and what future COVID-19 buying behavior is like. The results are compiled from survey results of a random sample of more than 1,000 consumers of different ages, genders, regions and devices. Questions focused on local consumer search behavior, including the impact of business reviews / online reputation and the transformative changes of COVID-19 such as roadside collection and virtual services.

Visit Rio SEO’s website to access the full study and delve deeper into the results.

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About Rio SEO

Rio SEO is the leading local marketing platform for corporate brands, agencies and retailers. Rio SEO’s Open Local Platform provides multi-location businesses with a comprehensive, seamlessly integrated suite of turnkey local marketing solutions and reputation management tools – local listings, local pages, local reviews, local reviews, local reports, and local managers – that are proven to increase brand visibility across search engines, social networks, map applications and more.

Founded in 2006, Rio SEO is one of the largest global providers of local search automation solutions and patented SEO reporting tools that drive business from search to sales for corporate brands worldwide. Over 150 corporate brands and retailers rely on Rio SEO’s innovative technology and local marketing expertise to drive motivated, measurable online traffic to their local websites and physical stores. Rio SEO currently serves Fortune 500 companies from a variety of industries including retail, finance, insurance, hospitality, and more. For more information, visit rioseo.com or follow @rio_SEO on Twitter.

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