{"id":180,"date":"2024-10-15T13:00:21","date_gmt":"2024-10-15T13:00:21","guid":{"rendered":"https:\/\/freeoseocheck.com\/blog\/business-listings-visibility-study\/"},"modified":"2024-10-15T13:00:21","modified_gmt":"2024-10-15T13:00:21","slug":"business-listings-visibility-study","status":"publish","type":"post","link":"https:\/\/freeoseocheck.com\/blog\/business-listings-visibility-study\/","title":{"rendered":"Business Listings Visibility Study"},"content":{"rendered":"

BrightLocal has been measuring how consumers find local businesses for a long time. From the key websites they use, to, more recently, the platforms where they <\/span>discover new businesses altogether<\/span><\/a>, we\u2019ve got a pretty good grasp on the most popular sites for finding business information.<\/span><\/p>\n

Even as the way people search changes, business directories continue to lead the way in business discovery. As of the <\/span>Local Consumer Review Survey 2024<\/span><\/a>, Google, Facebook, and Yelp were consumers\u2019 top three online sources for finding local businesses.<\/span><\/p>\n

What we don\u2019t talk about so often, though, is how consumers get there\u2014or, rather, how search engine giants like Google surface these websites in search results. After all, aside from optimizing your brand website for better local rankings, understanding how to maximize your presence in SERP real estate can be a game-changer.<\/span><\/p>\n

With all of this in mind, we wanted to find out how prevalent business listings are in search engine result pages (SERPs) for searches with local intent, along with other types of business mentions, to give a sense of where your marketing dollars are best spent to try to appear behind one of those coveted top ten blue links.<\/span><\/p>\n

Methodology<\/span><\/h2>\n

In this study, we conducted 800 manual Google searches for local businesses and recorded the first ten organic search results (AKA the first “ten blue links”) for each, for a total of 8,000 search results.<\/span><\/p>\n

We used one transactional keyword (e.g., coffee shop) and one informational keyword (e.g., best coffee shop) in 20 sets of searches, using 20 different cities across the USA and 20 different business verticals, to provide a broad set of terms and locations.\u00a0<\/span><\/p>\n

So that we could compare the presence of forum results in local SERPs, we used the same 20 business verticals and 20 US cities as in our previous <\/span>Reddit SERP study<\/span><\/a>\u00a0<\/span><\/p>\n

Note: <\/b>For this study, we did not record any AI Overviews (AIOs) because the study focuses purely on organic results. However, it is also worth noting that a recent study (August 2024) shows that <\/span>AI Overviews match organic results<\/span><\/a> in the top ten organic results almost 100% of the time, so it’s fair to assume that the information that appears in organic results influences AIOs.<\/span><\/p>\n

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Understanding definitions within this study<\/b><\/h3>\n

For every organic search result, we recorded the website name and classification of each website\u2019s \u2018type\u2019 using the following criteria:<\/span><\/p>\n

Example searches used in this study:<\/b><\/p>\n

\u201celectrician portland\u201d (transactional)<\/span><\/p>\n

\u201cbest electrician portland\u201d (informational)<\/span><\/p>\n

\"Electrician\"Best<\/p>\n

A full list of search terms and results can be found in the <\/span>appendix<\/span><\/a>.<\/span><\/p>\n<\/div>\n

SERP Results Compared\u00a0<\/span><\/h2>\n

Our study found that business directories make up almost a third (31%) of the top ten organic search results overall, providing users with several options beyond Google\u2019s results to view local business information. As the average local search surfaces three directory results within the first ten, you\u2019re going to want to make sure your brand is present and accurately represented in the most visible and relevant directories.<\/span><\/p>\n

\"Final<\/p>\n

Meanwhile, it\u2019s generally no revelation that business websites make up a large portion of the top ten organic results for local searches. Whether the intent is informational or transactional, it\u2019s arguably in users\u2019 best interest to visit different brands\u2019 websites to a) complete a transaction or b) gather the information they\u2019re looking for.<\/span><\/p>\n

One surprise, however, is how the visibility of forum results has changed since our <\/span>Reddit SERP study<\/span><\/a>, where we found that Reddit made up 11% of organic results for transactional searches and 52% of informational searches (31% across all search terms tested).<\/span><\/p>\n

While that study focused solely on Reddit results and not any other forums, it\u2019s worth noting that we found that Reddit makes up 89% of all forum results recorded in this Business Listings Visibility Study. As of October 2024, forum results make up just 7% of the top ten organic search results.\u00a0<\/span><\/p>\n

When we look at the breakdown of result types for transactional and informational search terms, the pattern remains largely the same, but with one exception\u2026<\/span><\/p>\n

\"Final<\/p>\n

The biggest difference is in the proportion of website and directory results displayed in the top ten for informational searches. For informational searches (e.g., best coffee shop), directories take the larger share (37%) over business sites (32%).<\/span><\/p>\n

\"Best<\/p>\n

Screenshot of SERP for ‘best coffee shop buffalo,’ where multiple business directories are present<\/span><\/em><\/p>\n

Why might directories be this prominent for informational searches? The business listings found on today\u2019s modern directories provide users with a detailed snapshot of several key business factors, not <\/span>just <\/span><\/i>contact information, particularly where industry-specific directories are concerned.<\/span><\/p>\n

In addition to contact information and opening hours, information such as photos of facilities, listed products and services, and customer-submitted content such as business reviews help to inform user research and enable consumers to compare multiple businesses in one place.<\/span><\/p>\n

Therefore, if a consumer is searching for the \u2018best\u2019 type of local business (a search with informational intent), it makes sense that Google would consider directory results relevant.<\/span><\/p>\n

\"Best<\/p>\n

Business directory result (Tripadvisor) for ‘best coffee shop seattle’<\/span><\/em><\/p>\n

The difference between how often business websites are shown in results for transactional searches (61%) and informational searches (32%) gives us a clear indication of <\/span>how Google measures user intent<\/span><\/a>.<\/span><\/p>\n

For a transactional search like \u2018car dealership chicago\u2019, Google recognizes that the user is looking for relevant businesses in a local area, whereas for an informational search like \u2018best car dealership chicago\u2019, Google understands the consumer is looking to do some research and compare findings.\u00a0<\/span><\/p>\n

Business mentions and forums also have a larger share of organic SERP real estate for informational searches than transactional ones. Again, where users are searching with the intent of researching or gathering information before making a decision, it follows that Google might generate results with informal opinions in the form of blog articles or discussions.<\/span><\/p>\n

Next, we\u2019ll take a look at how these percentages change for specific business verticals.<\/span><\/p>\n

Healthcare and Wellness<\/b><\/h3>\n

Search terms within the health, medical, and wellness categories tend to lead to business website results for both transactional and informational searches.\u00a0<\/span><\/p>\n

\"Final<\/p>\n

Directory visibility is surprisingly low in SERPs for the searches \u2018dentist [location]\u2019 (3%), \u2018vet clinic [location]\u2019 (3%). At the same time, these are two of the search terms where business websites saw the largest share of organic search results in our study.<\/span><\/p>\n

It could be the case that, as these business types can be associated with more \u2018urgent\u2019 needs, Google understands the intent of these search terms and knows that users need information now, and therefore might be less concerned about \u2018shopping around\u2019.<\/span><\/p>\n

However, this changes when we look at informational search intent. When a consumer is looking for the \u2018best\u2019 dentist or \u2018best\u2019 vet clinic, directory results jump back up (34% and 23%, respectively). If you consider some of the less urgent needs for these business types, but where a consumer is looking for the \u2018best\u2019, things like cosmetic dentistry spring to mind, where it\u2019s likely you would want to shop around before making a decision.<\/span><\/p>\n

\u2018Best gym [location]\u2019 sees some of the most forum results in this whole study (18%). When we analyzed some of the USA\u2019s top gym brands in the recent <\/span>Brand Review Index<\/span><\/a>, we found strong themes of community, culture, and lifestyle. Gym reviewers tend to advocate for their gyms based on very specific factors, and it seems that Google recognizes the need to return search results that reflect this.<\/span><\/p>\n

\"Subreddit<\/p>\n

Forum result (Reddit) for ‘best gym milwaukee’<\/em><\/span><\/p>\n

Hospitality\u00a0<\/b><\/h3>\n

When it comes to hospitality-related searches, you would expect to see a variety of results in SERPs, where professional reviews feature in established lifestyle publications, local blogs host listicle-style articles, and threads on local food scenes are common across forums.<\/span><\/p>\n

As you’ll see below, the \u2018coffee shop\u2019 searches reflect this the strongest, with business mentions in the likes of Eater, Edible, The Infatuation, and Best Coffee Guide all appearing in the SERPs.\u00a0<\/span><\/p>\n

\"Final<\/p>\n

Both transactional and informational searches for \u2018fast food restaurants\u2019 and \u2018hotels\u2019 show a heavy weighting towards directory results. Hotel results surface the travel-specific listing websites you\u2019d expect, like Tripadvisor, Kayak, Booking.com, and Trivago, where users can compare prices, hotel ratings, and real customer experiences all in one place.<\/span><\/p>\n

Fast food directories generate a lot of third-party delivery partner sites and apps. Although technically similar to travel-specific directory sites like Booking.com, which have transactional features, fast food third-party sites are unique in that the focus is on getting something <\/span>right<\/span><\/i> now. <\/span><\/i>So, it is interesting to see the likes of Uber Eats and Door Dash appearing prominently in organic SERPs for informational search terms. Of course, we don\u2019t necessarily recommend listing your fast-food restaurant on all of the delivery apps unless you can handle the customers!<\/span><\/p>\n

Interestingly, the search term \u2018fast food restaurants\u2019 also sees the highest proportion of directory results than any other search term in this study (72%). It shows how far industry-specific directories have come and how they\u2019re continuing to evolve. DoorDash, Uber Eats, Grub Hub, and their competitors are hybrids of a directory, map system, and ordering platform, as each vendor is listed with NAP information.<\/span><\/p>\n

Services and Trades<\/b><\/h3>\n

While we know from the <\/span>Local Consumer Review Survey<\/span><\/a> that long-standing directories like Better Business Bureau (BBB) still play a part in consumers\u2019 decision-making, this study reinforces this by showing a strong SERP presence for directories in both transactional and informational search results pages.\u00a0<\/span><\/p>\n

\"Final<\/p>\n

While all transactional searches see more business website results appear in the top ten search results than other types, we can see that some informational terms generate more directory results. \u2018Best electrician\u2019 and \u2018best HVAC contractor\u2019 lead the way, surfacing a variety of typically more trade-specific directories such as Angie\u2019s List, Expertise, Thumbtack, and BBB.<\/span><\/p>\n

The clear exception is for \u2018car dealership\u2019, where 100% of organic results lead to business websites. It\u2019s the only instance throughout this study where one result type completely dominates the top ten organic results. This shows that SERP real estate for car dealership businesses is <\/span>incredibly<\/span><\/i> competitive, at least in the USA.<\/span><\/p>\n

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Do you know why this might be? Let us know on social!\u00a0<\/p>\n<\/div>\n

\u2018Your Money or Your Life\u2019 (YMYL)<\/b><\/h3>\n

\u2018Your Money or Your Life\u2019 refers to content that provides information that can impact a user’s life, health, and finances, which is why we\u2019ve grouped our attorney, realtor, and tax advisor searches here. The end goal of a user researching these types of local businesses is essentially to instruct a professional who will provide financial, legal, or property advice\u2014pretty life-changing stuff.<\/span><\/p>\n

\"Final<\/p>\n

Legal and financial advice is not something you want to rush into without plenty of research. Therefore, comparing the experience and reviews of professionals on recognized directories is a \u2018must\u2019 in any consumer\u2019s decision-making process.<\/span><\/p>\n

So, it makes sense that the SERPs for these terms are dominated by directories and business websites rather than informal mentions or discussions, allowing users to do thorough research and compare professionals on trusted directories.<\/span><\/p>\n

Searches related to attorney and tax advisor businesses (\u2018attorney,\u2019 \u2018best attorney,\u2019 \u2018best tax advisor\u2019) generate a particularly large amount of business directory results\u2014in fact, more than half of the top ten organic results for these searches were directories.<\/span><\/p>\n

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Work with attorneys? You might find this useful: <\/strong>Top Citation Sites for Attorneys<\/span><\/a><\/p>\n<\/div>\n<\/div>\n

The anomaly in this group is that 43% of informational realtor searches are business mentions. As with car dealerships, I would estimate that this finding is pretty unique to the USA because its real estate market is largely fronted by individual realtors, where face, reputation, and personality are key.<\/span><\/p>\n

\"Best<\/p>\n

SERP for ‘best realtor chicago,’ highlighting multiple business mentions in results<\/span><\/em><\/p>\n

The business mentions recorded tend to be realtor profiles, as users are likely to want to spend time reading up on the professionals themselves. The example below from PropertySpark was a common result across the different US locations used with our search terms, and you\u2019ll note the significant focus on agents’ social media profiles.<\/span><\/p>\n

\"Realtor<\/p>\n

Realtor profiles found on PropertySpark<\/span><\/em><\/p>\n

I have a feeling that if we conducted informational searches for a UK equivalent (e.g., ‘best estate agent london’), we would not see such a high level of business mentions!\u00a0<\/span><\/p>\n

Entertainment<\/b><\/h3>\n

The groupings below for entertainment-related search terms don\u2019t appear to show a pattern in the types of search results generated. The amount of SERP real estate taken up by each result type is pretty varied, but then again, so are the business types reflected by the search terms. It would be worth researching the types of search results for businesses in a similar niche\u2014for example; a toy store could be compared against other types of children\u2019s retailers.<\/span><\/p>\n

\"Final<\/p>\n

However, it was very surprising to see that 60% of \u2018best betting store\u2019 search results were business mentions. A closer look at \u2018betting store\u2019 results highlighted many intricacies around legal betting in different states, which explains why so many local news sites or betting publications surfaced in the SERPs. So, this is likely a very specific occurrence in US-based searches.\u00a0<\/span><\/p>\n

Some examples included press releases from online trade publications or articles on local news sites announcing the arrival of new sports books in the respective city. It\u2019s likely that these occurrences would be particularly \u2018newsworthy\u2019 where some states have seen the re-introduction of legal gambling as recently as 2018.<\/span><\/p>\n

\"Betting<\/p>\n

A business mention result for ‘best betting store denver’ highlights why a store opening is particularly newsworthy<\/span><\/em><\/p>\n

This raises an interesting consideration for businesses that are held to varying state laws or sit within regulated industries where online advertising can be tricky to navigate. Creating educational and authoritative content that explains these complexities on your website and pitching these topics to relevant publications can be an effective way of building credibility, reinforcing the pillars of E-E-A-T, and possibly supporting your local visibility.\u00a0<\/span><\/p>\n

Other Notable Findings<\/span><\/h2>\n

Variety of Directory Results<\/b><\/h3>\n

We\u2019ve touched on the presence of industry-specific directories throughout this study, alluding to a great variety of directories appearing for different searches within the top ten organic results alone. The chart below summarizes which of the study’s search terms generated business directories for more than half of the first ten organic search results.<\/span><\/p>\n

\"Final<\/p>\n

We\u2019ve collated some examples from our study data below to provide you with an idea of the variety that appeared in our search results\u2014and, hopefully, some inspiration for other places to get your brand or clients listed.<\/span><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Industry term<\/th>\nDirectories Appearing in Top 10 Organic Results<\/th>\n<\/tr>\n<\/thead>\n
attorney<\/td>\nAvvo, bestlawyers, Expertise, findlaw, justia, Super Lawyers, Yelp<\/td>\n<\/tr>\n
betting store<\/td>\nGambling.com, Tripadvisor, Facebook, MapQuest, Yelp<\/td>\n<\/tr>\n
car dealership<\/td>\nExpertise, CarFax, Yelp<\/td>\n<\/tr>\n
chiropractor<\/td>\nExpertise, Healthgrades, HealthProfs, WebMD, Yelp. Zocdoc<\/td>\n<\/tr>\n
coffee shop<\/td>\nTripadvisor, Yelp<\/td>\n<\/tr>\n
day spa<\/td>\nExpertise, Facebook, Tripadvisor, Yelp<\/td>\n<\/tr>\n
dentist<\/td>\nAmerican Dentist Society, DenScore, Expertise, Healthgrades, Opencare, Top Rated Dentist, US News Health, Zocdoc<\/td>\n<\/tr>\n
electrician<\/td>\nAngie’s List, Better Business Bureau, Expertise, Nextdoor,, Thumbtack, Yelp<\/td>\n<\/tr>\n
fast food restaurant<\/td>\nTripadvisor, Wanderlog, Door Dash, Uber Eats, Grub Hub, Yelp<\/td>\n<\/tr>\n
gym<\/td>\nGymbird, Yelp, ClassPass, Groupon, Tripadvisor, Yellowpages<\/td>\n<\/tr>\n
hair salon<\/td>\nBooksy, Expertise, Tripadvisor, Yelp<\/td>\n<\/tr>\n
hotels<\/td>\nBooking.com, Expedia, Hotels.com, Kayak, Tripadvisor, Trivago<\/td>\n<\/tr>\n
hvac contractor<\/td>\nExpertise, Angie’s List, Home Advisor, Yelp<\/td>\n<\/tr>\n
movie theater<\/td>\nTripadvisor, Foursquare, City Seeker, Yellowpages, Facebook, Yelp<\/td>\n<\/tr>\n
realtor<\/td>\nExpertise, Yelp, Zillow, Fast Expert<\/td>\n<\/tr>\n
storage facility<\/td>\nExpertise, HomeGuide, Neighbor, selfstorage.com, Sparefoot<\/td>\n<\/tr>\n
tax advisor<\/td>\nBark, Better Business Bureau, Clutch, Expertise, Thumbtack<\/td>\n<\/tr>\n
toy store<\/td>\nFacebook, Yellowpages, Tripadvisor, Yelp<\/td>\n<\/tr>\n
travel agency<\/td>\nBetter Business Bureau, Built In, Thumbtack, Yelp, Yellowpages<\/td>\n<\/tr>\n
vet clinic<\/td>\nExpertise, Facebook, Greatvet, Pawlicy Advisor, Yelp<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/p>\n

However, despite the variety of directory results appearing in SERPs, we can\u2019t ignore the fact that some\u2014and I\u2019m sure you can guess which ones\u2014dominate the space. That\u2019s right, we\u2019re talking about Yelp and Tripadvisor, of course. We found these long-standing websites appeared for a whopping 28% and 10% of all directory results in this study, respectively.<\/span><\/p>\n\n\n\n\n\n\n\n\n\n\n
Directory<\/th>\nOverall % of directory results<\/th>\n<\/tr>\n<\/thead>\n
1. Yelp<\/td>\n28%<\/td>\n<\/tr>\n
2. Tripadvisor<\/td>\n10%<\/td>\n<\/tr>\n
3. Expertise<\/td>\n8%<\/td>\n<\/tr>\n
4. Angi\/Angie’s List<\/td>\n3%<\/td>\n<\/tr>\n
4=. Better Business Bureau (BBB)<\/td>\n3%<\/td>\n<\/tr>\n
5. Thumbtack<\/td>\n2%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/p>\n

Opportunities for Securing Business Mentions<\/b><\/h3>\n

Several of the search groups saw business mentions take the largest share of organic search results within their group, winning out over business websites, directories, or forums. So, we pulled these together to examine areas of opportunity for securing business mentions as a local marketing tactic.\u00a0<\/span><\/p>\n

\"Final<\/p>\n

We\u2019ve already touched on how niche businesses or those bound by regulations and varying state laws, like betting stores and sports books, can contribute their expertise to third-party sites as a way of boosting visibility.\u00a0<\/span><\/p>\n

Similarly, businesses in the hospitality industry, such as coffee shops and restaurants, can seek out relevant lists and publications to contribute to and be included within, whether it\u2019s a popular consumer-facing publication or a trade-specific publication. It won\u2019t be as easy as just asking to be included in a \u2018Top 10 Best\u2019 listicle but think about ways that you can be creative in pitching your brand or its team\u2014an interview with a head chef, for example.<\/span><\/p>\n

How can I use this information?<\/span><\/h2>\n

The good news is that such diversity in the results shows how each listing or mention \u2018type\u2019 has its place in local SEO, and there are plenty of actionable tactics you can adopt in your local marketing strategies accordingly.<\/span><\/p>\n

The bad news\u2014depending on the type of person you are, I suppose\u2014is that different tactics can mean more work, but at least this study should help you prioritize based on what types of results get the most real estate in your (or your client’s) vertical.<\/span><\/p>\n

Directories<\/h3>\n

The business directory landscape is constantly evolving. Given the presence of different business directories within SERPs across this study and the fact that SERP real estate is an incredibly competitive space, your brand quite simply can\u2019t afford to miss out on being listed in the right places.\u00a0<\/span><\/p>\n

According to the <\/span>Business Research Company<\/span><\/a>, a combination of factors, such as digital transformation, increasing consumer demand for digital content, and the growth of digital advertising platforms, has propelled the global directory market in recent years. With this comes a greater need for specialized directories.<\/span><\/p>\n

They might not be the first sites to cross a user\u2019s mind, compared to key platforms and search engines like Google, Yelp, Apple, and Facebook, but niche and industry-specific directories are important research tools for consumers. And clearly, Google believes they are relevant, too. Some of the examples we recorded in this study include Healthgrades, Thumbtack, BBB, ClassPass, Gymbird, Booksy, CarFax, and DoorDash.<\/span><\/p>\n

Each trade directory is designed to reflect its niche. You might be aware, for example, that online directories specializing in beauty and wellbeing often use calming hues of blue, green, or pink, place emphasis on high-quality photos of their facilities, and highlight key or popular services. Meanwhile, healthcare or medical directories focus on practitioner profiles, official trust accreditations, and testimonials. SAB directories generally emphasize key contact information and pricing for services you need to get done.<\/span>
\n<\/span><\/p>\n

Some of these directories might not be free for businesses to join, but it\u2019s a good idea to do some research and see what sites come up in your search results and where your competitors are to see where your brand could be missing out!<\/span><\/p>\n

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\"Tools<\/div>\n<\/div>\n
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The Smarter Way to Manage Listings<\/p>\n

Discover a cutting-edge solution for effective listings management<\/p>\n

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\n Get Started with Listings Management <\/a><\/p>\n

Start Your Free Account<\/sub><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<\/div>\n

Business websites
\n<\/span><\/h3>\n

As we\u2019ve seen, business websites are shown for almost half of the first ten organic results (47%). So,\u00a0<\/span>if you want your brand to appear in the local pack\u00a0above<\/em> organic results, you’ll want to give the business’s<\/span>\u00a0website the best possible chance of ranking organically for these kinds of local-intent searches.\u00a0<\/span><\/p>\n

It’s certainly not as easy as getting into a business directory, but getting your business website into the top organic rankings starts with nailing the fundamentals of SEO. As a reminder, here are some of the basics to consider:<\/span>
\n<\/span><\/p>\n