31 Local SEO Statistics You Need for 2025

The internet is a trove of quotes and statistics, leaving breadcrumb trails over time that can make it almost impossible to find the original source. For example, did you know that the famous statistic where 70% of businesses fail can’t actually be attributed to an original source?

So, next time you’re looking for a juicy statistic to throw into a pitch deck and support your point, ask yourself if it really represents the story as things are today.

At BrightLocal, we’re big on integrity. That’s why we’ve curated this list of up-to-date, verified local SEO statistics for 2025. Using much of our own research, as well as statistics sourced from other trustworthy publishers, you’ll find the most relevant local marketing stats below.

General Local Search Statistics

• Local search queries show the following types of results in Google’s first ten organic results:
  • Business websites (47%)
  • Directories (31%)
  • Business mentions (16%)
  • Forums and discussions (7%) 

(Business Listings Visibility Study, 2024)

Consumer Search Behavior

• 80% of US consumers search online for local businesses on a weekly basis, and 32% search for them daily (SOCi Consumer Behavior Index, 2024).
• 61% of consumers use business information sites (like Google, Yelp, Tripadvisor, Better Business Bureau) to find information about a local business that is new to them or that they have not used before (Local Business Discovery and Trust Report 2023).
• 42% of searchers click on Google map pack results for local queries (Backlinko, 2024).
• 72% of consumers use Google to search for local business information, but this drops to 61% for 18-24 year olds (SOCi Consumer Behavior Index, 2024).
• 67% of 18-24 year olds use Instagram for local business information, followed by 62% using TikTok (SOCi Consumer Behavior Index, 2024).
• 62% of consumers would avoid using a business if they found incorrect information online (Local Business Discovery and Trust Report, 2023).
• 47% of consumers would look for an alternative business nearby if the one they intended on visiting was closed (SOCi Consumer Behavior Index, 2024).
• 2 in 3 US consumers have already made a decision about what they’re going to buy before they visit a physical store (Think with Google, 2023).
• 29% of consumers encountered businesses not stocking the products in-store that they said they did online at least once a month in 2023 (Local Business Discovery and Trust Report, 2023).
• 40% of consumers visit Google when researching or planning a purchase they plan to make in a physical store (Think with Google, 2021).
• 65% of US consumers approach holiday shopping with a mix of online and in-store spending (Think with Google, 2024).

Local Business Review Statistics

Finding and Comparing Online Reviews

• 81% of consumers use Google to find local business reviews (Local Consumer Review Survey, 2024).
• 34% of US consumers use Instagram to find local business reviews, and 23% use TikTok as alternative local business review platforms (Local Consumer Review Survey, 2024).
  
• 77% of consumers use at least two review platforms in their business research, whilst 41% of consumers use three or more review platforms (Local Consumer Review Survey, 2024).

Review Stars and Ratings

• 91% of consumers say that the local branch reviews of a multi-location brand impact their overall perceptions of big brands in some way (Local Consumer Review Survey, 2024).
• 71% of consumers would not consider using a business with an average review rating below three stars (Local Consumer Review Survey, 2024).
• 63% of consumers said seeing mostly negative written reviews would make them lose trust in a business (Local Business Discovery and Trust Report, 2023).
• 69% of consumers would feel positive about using a business if its written reviews describe positive experiences (Local Consumer Review Survey, 2024).
• 88% of consumers say they’d use a business that responds to both positive and negative reviews, whilst only 47% said they would consider using a business that doesn’t respond to its reviews at all (Local Consumer Review Survey, 2024).

AI in Local Search

Using AI for Search

• ChatGPT Search shows business websites for 58% of its local search sources, followed by business mentions (27%) and online directories (15%) (Uncovering ChatGPT Search Sources, 2024).

Local Marketers and AI

• 88% of multi-location marketers are using generative AI within their organizations (Brand Beacon Report, 2024).
• 36% of of high-performing brands are using AI to ‘a great extent’ in their marketing, compared to 13% of average-performing brands (Brand Beacon Report, 2024).
• 59% of local agency marketers want to develop their AI and machine learning skills in 2025 (Local Marketing Industry Survey, 2024).
• 32% of US adults said that they think AI would provide a better experience and outcome than typical search when looking for a local business (Near Media, 2024).

Consumers and AI

• 61% of consumers feel well-informed about AI developments (SOCi Consumer Behavior Index, 2024).
• 41% of consumers feel comfortable with businesses using AI to inform and communicate, so long as it improves their overall customer experience (SOCi Consumer Behavior Index, 2024).
  
• Not local, but still important: 17% of US consumers are using AI chatbot technology like ChatGPT for search (Washington Post, 2024).

Local Search Industry Statistics

• 94% of high-performing brands have a dedicated local marketing strategy, compared to 60% of average performing brands (Brand Beacon Report, 2024).
• 86% of local marketers say their clients are aware of how new developments in search could impact their business visibility and rankings (Local Marketing Industry Survey, 2024).

We hope this list inspires you to kickstart your local marketing strategies for 2025 and beyond.

Think we’ve missed any crucial figures? Please feel free to get in touch with the content team, drop us a note in The Local Pack, or catch us on LinkedIn, Blue Sky, or X

About the author

Sammy Paget

Sammy is BrightLocal's Content Marketing Manager, focusing on developing marketing-leading insights into what drives visibility, rankings and search success for local businesses.

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