Local SEO Statistics Australia 2023
Local businesses and entrepreneurs in Australia face a new post-Covid year with more challenges as the country transitions to the new normal.
As more consumers return to in-store shopping, businesses expect old and new shopping behaviours as eCommerce, and local SEO begins to play a vital role.
We gathered the latest local SEO statistics to keep you up-to-date on the changing trends and how a data-driven SEO strategy can give you the cutting edge.
Local Search Statistics
1. 78% of Google Maps searches on mobile lead to an in-store purchase
Brick-and-mortar businesses are learning how to leverage eCommerce with in-store purchases.
The latest local SEO data reveals that Aussies who perform local searches on mobile phones are likely to become paying customers.
Moreover, 9 out of 10 physical purchases begin online. That means your customers should be able to reach your website whenever and wherever they want to buy something.
2. 55% of Australian local businesses haven’t claimed their Google My Business listing
Small and medium businesses should list themselves with Google Business Profile, as it works with Google Maps to display local businesses to users. Statistics show that in 2023, 55% of Australian local brands and shops still need to be listed on Business Profile.
If you’re one of the 55% Australian brands yet to claim their Google Business Profile listing, you’re missing out on opportunities to engage with your audience.
3. 86% of people use Google Maps when locating stores
Google Maps help Aussies navigate through cities and find local stores and establishments. That’s why as much as 86% of people rely on local search and Google Maps to find local businesses, emphasising the importance of Google Business Profile for physical establishments.
4. About 97% of people search for local businesses online
While 86% of people use Google Maps for store location and directions, 97% of Aussie consumers go online to check out new local businesses. A great example of this is hitting a quick near me search for any nearby cafe on a busy Australian weekend.
Moreover, 12% of respondents search for local businesses every day, while 54% check out local brands in Google once a month.
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 everyday, 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.
That said, make sure to 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 a bit of searching.
8. 76% of consumers will visit a store after a local search
Research shows that about 76% of consumers visit a brick-and-mortar business after looking it up online. That’s why you could miss out on potential revenue streams by failing to capitalise on local search visibility and local SEO in Australia.
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%!
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 crucial in 2023.
Local Online Shopping Statistics
13. 89% of Aussie shoppers consulted online 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.
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 the Christmas season 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
Even when customers plan to purchase in-store, they still check online for store closing hours and product availability.
That said, consumers are more likely to shop at the next best choice 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 influence 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
When shopping in-store, you can inspect, touch, test, and check any product before buying. But for online shopping, customers need to rely on high-quality media and technical specifications.
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.
17. 63% of Australians consult Google Search for their shopping decisions
Aussies have been checking out online even before the pandemic. But as eCommerce picks up 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. In fact, 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:
That said, 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 in terms of packaging, presentation, and delivery.
Look after these emerging traits to ace your local SEO campaign in 2023.
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 need to prepare for unexpected traffic rush, and late-hour enquiries, and maintain a 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 that they can’t find online. That means you’re missing out on potential leads if you’re not visible to your online consumers.
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 when inside a physical store that sells the product. That is especially true in the tech, fashion, and cosmetics industry in 2023.
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 is becoming vital to Australian businesses in 2023 as Google Maps and local search primarily influence shopping behaviour. Streamlining a reliable and data-driven local SEO strategy is integral in driving organic traffic and sales.
Small and medium businesses can be on par with competitors by leveraging a growth-centred SEO campaign that expands with your brand.
Feel free to talk with our experienced SEO Sydney specialists today, and we’ll see how we can help your business grow.
If you’re interested in other industry trends and statistics, check out more of our other statistic articles below!