Local business study finds 0% of site traffic coming from email, paid media

Are small businesses not using email or digital advertising? The ‘Google Analytics for Local Businesses Study’ looked at 11K local businesses.

Greg Sterling on November 15, 2019 at 3:00 pm

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BrightLocal has just released a “Google Analytics for Local Businesses Study.” It looked at “anonymous data of 11,016 local businesses in the USA, Canada, Australia, and the UK” in an effort to establish benchmarks across a number of categories such as traffic sources, monthly users, page views, session duration, bounce rates and others.

The data were collected between September 2017 and December 2018. The local businesses in the study were “BrightLocal users that opted in with active connections to Google Analytics.” It’s not clear if all of these are small businesses (SMB) or whether this dataset includes franchises and enterprises with multiple locations. It likely skews SMB.

Just under 500 monthly visitors. BrightLocal found that local businesses see an average (across verticals and regions) of 414 monthly website visitors each month. (This does not reflect searches that result in GMB profile impressions.) However, unique visitors can vary significantly by industry. Car dealers see the most monthly visits, followed by hotels and restaurants.

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