Local SEO Statistics Australia 2024

We put together the latest local SEO statistics to keep you up-to-date on the changing trends and show you how a data-driven SEO strategy can give your business the cutting edge.

Local Search Statistics

1. 42% of Millennials performing a Google Maps search visit the physical shop for an in-store purchase.

Local searches business visit

Source: Reviewtrackers

It comes as no surprise from the digital natives that 42% of Millennials who use local search to browse for a store will visit it most of the time. 30% of Millennials on the go are 50% more likely to visit a local shop after searching locally.

Talk about getting used to making plans on the fly and using their phones to get directions.

Moreover, 40% of shoppers go to Google when researching a product they plan to make physically/in-store or online.

2. 55% of Australian local businesses haven’t claimed their Google Business Profile listing

Small and medium businesses should all create a Google Business Profile listing, which uses Google Maps to display business details to customers. Statistics show that in 2023, 55% of Australian local businesses will still need to be listed on Google Business Profile.

If you’re one of the 55% of Australian brands yet to claim their Google Business Profile listing, you’re missing out on opportunities to engage with your audience.

In 2024, only 42% of local businesses have optimised for local search. 31% of those who did not improve their rank in local search results would like to, but only 20% have an actual plan and do it themselves.

Local search result business improvement

Source: Reviewtrackers

3. 45% of people use Google Maps when locating stores

Google Maps has always been the go-to site for people researching local stores and establishments. But with Google Map Pack driving more traffic and influencing physical purchases, the numbers have diversified in 2024.

The latest Brightlocal Local Business Discovery & Trust Report reveals that 66% of consumers trust Google when researching information about a local business. Google Maps comes second, with 45% of consumers trusting the platform when performing a local business search.

These figures further emphasise the importance of claiming your business’s Google Business Profile for physical establishments.

Customer Trust In Online Information

Source: Brightlocal Local Business Discovery & Trust Report 2023

4. About 49.1% of people search for places and local vacation spots online

The latest Global Digital Reports show that 49.1% of Australians use the internet to research places, vacations, and travel destinations. While there’s no direct mention of “businesses” in this figure, it’s safe to say Aussies love researching hotels and shops in a local spot before travelling there in real life.

12% of respondents search for local businesses every day, while 54% check out local brands on Google once a month.

Main Reasons for using Internet

Source: Global Digital Report

5. 46% of Google searches in Australia have local intent

Almost half of Google searches are related to local establishments’ location and business hours. Out of 3.5 billion Google searches every day, more than 1.6 billion have local search intent.

6. 30% of Google searches performed on mobile are location-related

Along with the rising mobile search traffic in 2023, about 1 in 3 mobile searches is related to location.

Reviewtrackers also reported that 57% of local search queries are performed using a mobile device or tablet. Another study stated that 89% of local searches are performed with a web browser, and only 11% are done within Goole Maps and other map-based apps.

Local searches by device

Source: Reviewtrackers

That said, include your store location and opening hours across your business profiles and website to ensure your audience can find you at home or on the go.

7. Roughly 28% of local searches lead to a purchase (both online and offline)

About one-third of local searches are likely to have purchase intent in mind. If a user finds out that your services or products are available nearby, they’ll likely purchase them after some searching.

8. 66% of consumers use business information sites to find a new local business

Local business discovery statistics

Source: Brightlocal Local Business Discovery & Trust Report 2023

The latest Brightlocal study showed that the percentage of users using business websites to discover new local businesses dropped by 5% from 66% in 2021 to 61% in 2023.

The same trend is visible for users finding a local business known to them but never used as well as for known local businesses.

Moreover, 54% of consumers use business information websites to find a local business “near you”.

Capitalising on local search visibility and local SEO can maximise your traffic and tap into multiple revenue streams in an Australian landscape.

Local “Near Me” Search Statistics

9. Near me, searches grew by 136% in 2023

As soon as people learned about “near me” queries, it became indispensable in local search. For two years, the population of consumers using near me and buy now queries rose to a staggering 500%!

The latest Google Trends chart also shows that “near me” searches have an interest rating of 71%, with its peak (100%) during December 2023.

Furthermore, the keyword is most popular in Queensland, followed by Victoria, South Australia, New South Wales, Western Australia, the Northern Territory, and Tasmania.

Near me searches

10. More than half of “Near Me” searches lead to a physical visit

Over 50% of Google search queries with “near me” keywords result in local in-store visits. In addition, brick-and-mortar businesses can leverage near-me searches by improving local search visibility across platforms and online channels.

11. Omnibuyers grow across Australia’s local business landscapes

More shoppers return to in-store buying, but not without local search. Shopping near me searches increased two-fold YOY, 

Google Maps searches for “shopping near me” have grown by over 100% year-on-year. More shoppers return to in-store buying. This gave rise to omnichannel shopping behaviour. 67% of shoppers will research the products even if they intend to purchase in-store.

That’s because these habits are built around convenience and spontaneity. In fact, global searches containing “store open” keywords increased by 400% YOY.

12. Mobile search accounts for 84% of “Near Me” searches*

Local search has become enormously popular over the past few years. In 2023, “Near Me” searches covered more than 84% of all mobile search traffic

Near me searches also grew by 500% in the past two years alone, making a reliable local SEO strategy still highly relevant if not crucial in 2024.

Moreover, mobile traffic is slightly higher in Australia’s summer months at 71% than the winter month average of 68%. Viewership during summer is also stronger than in other months, encouraging businesses to turn to YouTube for video content advertising and making it a key tool in their business strategies.

Local Online Shopping Statistics

13. 91% of Aussie shoppers use Google Search before buying in-store

In a post-pandemic market where people’s financial constraints and digital know-how influence their buying habits, shoppers often dwell in the messy middle.

It is a state between exploration and evaluation that begins with a trigger and ends with either a purchase or a feedback loop.

The latest Google Consumer Insights report that 91% of Australians use Google Search before entering a store.

Aussies bounce across different shopping platforms and other channels, making it challenging to appear everywhere at once. Many businesses focus only on channels they think are closer to buying customers, leaving many missed opportunities.

Consider preparing for unexpected and seasonal rushes like Black Friday Sales or Christmas to maximise your results. 

Here are some points to reach your audience as soon as they celebrate or consider buying something spontaneously.

  • Be aware of what your consumers want. Google Trends and Insights will give you real-time data on what people are looking for so you can swiftly adjust your promotions.
  • Work on becoming an omnichannel brand. Having visibility across a new digital channel can maximise your business’s ROI and efficiency by as much as 35%. Consider signing up on free Google channels such as Google Shopping so you can expand your reach without increasing your budget.
  • Feed your campaigns with reliable data. Leveraging tools such as Google Merchant Centre can help you uncover market data. Additionally, Google Analytics provides an in-depth look at how people interact with your site. These tools help you improve your products and services around customer behaviour and feedback.

In a nutshell, it’s all about establishing a seamless online and offline customer journey.

14. 1 in 3 consumers choose their second favourite brand if it’s more visible than the primary choice

Customers who plan to purchase in-store still check online for store closing hours and product availability.

That said, consumers are 33% more likely to choose their second brand if they can’t find the product they want or confirm whether a store is open during weekends.

15. Almost two-thirds of Aussies will ignore a business without an online presence

About 63% of Aussie consumers will not shop or check out a physical shop if they can’t find any online information.

Google Reviews significantly influences a customer’s buying decision. That’s where local SEO becomes crucial. It’s useful in maintaining a legitimate business presence, as more people in 2023 don’t prefer invisible online shops.

16. Over 85% of people read online reviews before buying a product

You can inspect, touch, test, and check any product in-store before buying. However, customers need to rely on high-quality media and technical specifications for online shopping.

That’s why over 85% of Aussie consumers first read product reviews before making transactions. Online businesses must then learn how to make previous buyers leave a positive review to reinforce the buying decisions of new visitors.

In addition, the latest Brightlocal Local Consumer Review Survey reported that 36% of local consumers check at least two (2) review sites before deciding to visit or buy from a local business.

Source: Brightlocal Local Consumer Review Survey 2024

17. 61% of Australians consult Google for their shopping decisions

In 2024, Google reported that about 61% of Australian consumers use Google Search for in-store-related queries. Besides, as eCommerce picks up at an unprecedented pace, more people prefer the convenience and safety of online shopping. 

Despite many restrictions easing out, online behaviour across Australia recorded a 79% growth YOY. Local search influenced 9 out of 10 dollars spent in shopping.

18. Almost 25% of local search traffic goes to the top-ranking site

Naturally, people trust first-page websites more than ones that rank on page two. That’s why websites ranking on Google’s first pages get as much as 24% of all organic traffic from local searches in 2023. 

Local In-Store Shopping Statistics

19. 61% of Aussies feel that local shopping contributes to the community

Today’s Australian shoppers have three distinct characteristics:

  • Open-minded
  • Budget-conscious
  • Locally-oriented

Research shows that consumers are keen on shopping to suit their unique needs. Aussies now look into where their products come from or whether they’re sustainable regarding packaging, presentation, and delivery.

20. 33% of Aussies choose brands that are fast and early online

As discussed, the messy middle is a space where consumers explore and evaluate options. In this area, brands that show up fast and early in consumer research get the most attention.

Other factors influencing brand choice are convenience (43%), price (35%), and consistency (25%).

21. 35% of Australian customers are early shoppers

Business centres and shopping districts are becoming busy earlier than ever. You should expect product-related searches and Google Maps queries to flood months before a major shopping holiday.

A robust local SEO campaign should help you prepare and reach your customers anytime they make a buying decision. Businesses must prepare for unexpected traffic rushes and late-hour enquiries and maintain seamless 24/7 service.

22. Consumers visit 1.5 billion physical locations from Google Search monthly

A recent Google study reported that users visit more than 1.5 billion destinations from local business searches every month. That means people aren’t just browsing for local businesses but also have the intent to visit physically.

23. More than 61% of users don’t prefer businesses that are invisible online

About 61% of online customers won’t purchase from businesses they can’t find online. That means you’re missing out on potential leads if you’re not visible to your online consumers.

Furthermore, local news has become the top alternative platform that 43% of consumers use to find local business reviews.

Word of mouth has become an increasingly powerful tool for advertising your business. It’s also an effective link-building driver that can propel your website’s reputation as a credible local business.

24. 43% of customers search about a product when they are in the store

Now that customers have more options when purchasing online or offline, about 43% use Google to check quick reviews, store inventory, and discounts, even inside a physical store selling the product. That is especially true in the tech, fashion, and cosmetics industries in 2024.

25. About 30% of customers look for local stores every week

About 30% of customers browse local businesses, cafes, and tourist spots online every week, even without the intent to purchase. 

Aside from claiming your Google Business Profile listing and other proven local SEO strategies, you can engage with potential customers through digital word-of-mouth advertisement and improve your reach online.


Local SEO has become vital to Australian businesses as Google Maps and local search behaviour increase in influencing purchasing decisions. 

Talk with our experienced SEO Sydney specialists today, and we’ll discuss how you can leverage local SEO to grow your business.

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