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class='sub-menu-wrap'><ul class='sub-menu'> <li id="menu-item-115470" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115470"><a href="/local-seo-tools/rankings/local-rank-tracker/" class="nav-link">Local Rank Tracker</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115488" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115488"><a href="/local-seo-tools/rankings/local-search-grid/" class="nav-link">Local Search Grid</a><span class="menu-item-description bl-menu-description"></span></li> </ul></div> </li> <li id="menu-item-115471" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-115471"><a href="/local-seo-tools/auditing/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2023/09/explore_local_seo_auditing.svg" alt="Explore Local Seo Auditing"> <div><span class="menu-item-link-text">Audit Local SEO</span> <span class="menu-item-description-new">Audit, track and improve every part of your local SEO profile</span></div></div></a><span class="menu-item-description bl-menu-description"></span> <div class='sub-menu-bg'><div class='sub-menu-bg-btm'></div></div><div class='sub-menu-wrap'><ul class='sub-menu'> <li id="menu-item-115472" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115472"><a href="/local-seo-tools/auditing/citation-tracker/" class="nav-link">Citation Tracker</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115473" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115473"><a href="/local-seo-tools/auditing/local-search-audit/" class="nav-link">Local Search Audit</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115474" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115474"><a href="/local-seo-tools/auditing/google-business-profile-audit/" class="nav-link">Google Business Profile Audit</a><span class="menu-item-description bl-menu-description"></span></li> </ul></div> </li> <li id="menu-item-115475" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-115475"><a href="/reputation-manager/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2023/09/explore_review_management.svg" alt="Explore Review Management"> <div><span class="menu-item-link-text">Reputation Management</span> <span class="menu-item-description-new">Manage, generate and showcase your online reviews</span></div></div></a><span class="menu-item-description bl-menu-description"></span> <div class='sub-menu-bg'><div class='sub-menu-bg-btm'></div></div><div class='sub-menu-wrap'><ul class='sub-menu'> <li id="menu-item-115476" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115476"><a href="/reputation-manager/get-reviews/" class="nav-link">Get Reviews</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115477" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115477"><a href="/reputation-manager/monitor-reviews/" class="nav-link">Monitor Reviews</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115478" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115478"><a href="/reputation-manager/showcase-reviews/" class="nav-link">Showcase Reviews</a><span class="menu-item-description bl-menu-description"></span></li> </ul></div> </li> <li id="menu-item-116476" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-116476"><a href="/listings-management/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2023/09/explore_listings_management.svg" alt="Explore Listings Management"> <div><span class="menu-item-link-text">Listings Management</span> <span class="menu-item-description-new">Take full control of listings with our unique hybrid approach</span></div></div></a><span class="menu-item-description bl-menu-description"></span> <div class='sub-menu-bg'><div class='sub-menu-bg-btm'></div></div><div class='sub-menu-wrap'><ul class='sub-menu'> <li id="menu-item-116477" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116477"><a href="/citation-builder/" class="nav-link">Citation Builder</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-116478" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116478"><a href="/listings-management/active-sync/" class="nav-link">Active Sync</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-116479" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116479"><a href="/listings-management/gbp-post-scheduler/" class="nav-link">GBP Post Scheduler</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-116480" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116480"><a href="/citation-builder/local-data-aggregators/" class="nav-link">Local Data Aggregators</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-116481" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116481"><a href="/citation-builder/yext-replacement-service/" class="nav-link">Yext Replacement Service</a><span class="menu-item-description bl-menu-description"></span></li> </ul></div> </li> <li id="menu-item-115485" class="menu-html-element menu-item menu-item-type-custom menu-item-object-custom menu-item-115485"><a href="#" class="nav-link">HTML ELEMENT</a><div class="menu-item-banner"><div class="custom-main"><div class="nav-card"><div class="menu-item-image"><a href="/local-seo-services/" style="height:100%; background: url(https://www.brightlocal.com/wp-content/uploads/2024/11/local-seo-services-menu-icon.png) center center no-repeat; background-size: cover; display:block;" aria-label="Let our experts handle the work! Cost-effective and long-lasting services to grow your business."></a></div><div class="inner"><div class="menu-item-title"><h6><a href="/local-seo-services/">Local SEO Services</a></h6><p>Let our experts handle the work! Cost-effective and long-lasting services to grow your business.</p></div><div class="menu-item-link"><a href="/local-seo-services/" class="button button-sml button-tertiary">Explore</a></div></div></div></div></div></li> </ul></div> </li> <li id="menu-item-116377" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116377"><a href="/citation-builder/" class="nav-link">Citation Builder</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115486" class="menu-item-solutions menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-115486"><a href="#" class="nav-link">Solutions</a><span class="menu-item-description bl-menu-description"></span> <div class='sub-menu-bg'><div class='sub-menu-bg-btm'></div></div><div class='sub-menu-wrap'><ul class='sub-menu'> <li id="menu-item-115487" class="mob-nav-go-back menu-item menu-item-type-custom menu-item-object-custom menu-item-115487"><a href="#" class="nav-link">Back</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115489" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115489"><a href="/agencies/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2023/09/solutions_agencies_and_consultants.svg" alt="Solutions Agencies And Consultants"> <div><span class="menu-item-link-text">For Agencies and Consultants</span> <span class="menu-item-description-new">Win and retain clients with white-label solutions</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115490" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115490"><a href="/multi-location/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2023/09/solutions_multilocational.svg" alt="Solutions Multilocational"> <div><span class="menu-item-link-text">For Multi-Location Brands</span> <span class="menu-item-description-new">Manage SEO, listings and reputation across multiple locations</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115492" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115492"><a href="/small-businesses/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2023/09/solutions_small_businesses.svg" alt="Solutions Small Businesses"> <div><span class="menu-item-link-text">For Small Businesses</span> <span class="menu-item-description-new">Increase search visibility and attract new customers</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-119221" class="horizon-main-nav menu-item menu-item-type-custom menu-item-object-custom menu-item-119221"><a href="/horizon" class="nav-link"><div class="menu-horizon-link"> <div class="gradient-bg"></div> <div class="flex-container"> <img src="/wp-content/uploads/2024/01/BL_Logo.svg" class="bl-logo" alt="BrightLocal Logo"> <p class="pill">New Product</p> </div> <img src="/wp-content/uploads/2024/01/Logos.svg" class="horizon-logo" alt="Horizon Logo"> <p>Marketing Command Center for Multi-Location Brands <svg xmlns="http://www.w3.org/2000/svg" width="12" height="10" viewBox="0 0 12 10" fill="none"> <path d="M11.0299 5.75343C11.3229 5.46046 11.3229 4.98468 11.0299 4.69171L7.27993 0.941711C6.98696 0.648743 6.51118 0.648743 6.21821 0.941711C5.92524 1.23468 5.92524 1.71046 6.21821 2.00343L8.69087 4.47374H1.50024C1.0854 4.47374 0.750244 4.8089 0.750244 5.22374C0.750244 5.63859 1.0854 5.97374 1.50024 5.97374H8.68853L6.22056 8.44405C5.92759 8.73702 5.92759 9.21281 6.22056 9.50577C6.51353 9.79874 6.98931 9.79874 7.28228 9.50577L11.0323 5.75577L11.0299 5.75343Z" fill="white"/> </svg></p> </div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115493" class="menu-html-element menu-item menu-item-type-custom menu-item-object-custom menu-item-115493"><a href="#" class="nav-link">HTML ELEMENT</a><div class="menu-item-banner"><div class="custom-main"><div class="nav-card"><div class="menu-item-image"><a href="/case-studies/" style="height:100%; background: url(https://www.brightlocal.com/wp-content/uploads/2023/09/Case-Study.svg) center center no-repeat; background-size: cover; display:block;" aria-label="Learn how our customers have accelerated their success with BrightLocal"></a></div><div class="inner"><div class="menu-item-title"><h6><a href="/case-studies/">Case Studies</a></h6><p>Learn how our customers have accelerated their success with BrightLocal</p></div><div class="menu-item-link"><a href="/case-studies/" class="button button-sml button-tertiary">View case studies</a></div></div></div></div></div></li> </ul></div> </li> <li id="menu-item-115503" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115503"><a href="/pricing/" class="nav-link">Pricing</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115494" class="menu-item-insights menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-115494"><a href="#" class="nav-link">Insights</a><span class="menu-item-description bl-menu-description"></span> <div class='sub-menu-bg'><div class='sub-menu-bg-btm'></div></div><div class='sub-menu-wrap'><ul class='sub-menu'> <li id="menu-item-115495" class="mob-nav-go-back menu-item menu-item-type-custom menu-item-object-custom menu-item-115495"><a href="#" class="nav-link">Back</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-120445" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-120445"><a href="/insights/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-allinsights.svg" alt="Icons Insights 80x80 Allinsights"> <div><span class="menu-item-link-text">All Insights</span> <span class="menu-item-description-new">Everything you need to deliver amazing local marketing results. News, data, videos, and more</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115499" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115499"><a href="/research/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-research.svg" alt="Icons Insights 80x80 Research"> <div><span class="menu-item-link-text">Research</span> <span class="menu-item-description-new">All of BrightLocal’s respected and widely-cited research in one place</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115496" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115496"><a href="/blog/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-news.svg" alt="Icons Insights 80x80 News"> <div><span class="menu-item-link-text">News</span> <span class="menu-item-description-new">The latest local search news and updates from BrightLocal</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115500" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115500"><a href="/resources/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-resources.svg" alt="Icons Insights 80x80 Resources"> <div><span class="menu-item-link-text">Resources</span> <span class="menu-item-description-new">Top review and citation sites, lists, guidelines, graphics, and more</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115498" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115498"><a href="/learn/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-learn.svg" alt="Icons Insights 80x80 Learn"> <div><span class="menu-item-link-text">Learn Local SEO</span> <span class="menu-item-description-new">Kick-start your local SEO efforts with our educational pieces</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115497" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115497"><a href="/webinars/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-webinars.svg" alt="Icons Insights 80x80 Webinars"> <div><span class="menu-item-link-text">Webinars</span> <span class="menu-item-description-new">Insightful, expert webinars devoted to local search</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115501" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115501"><a href="/podcast/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-podcasts.svg" alt="Icons Insights 80x80 Podcasts"> <div><span class="menu-item-link-text">Podcast</span> <span class="menu-item-description-new">Adventures in Local Marketing: Insightful conversations with the brightest minds in local marketing</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-120444" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-120444"><a href="https://academy.brightlocal.com/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-academy.svg" alt="Icons Insights 80x80 Academy"> <div><span class="menu-item-link-text">BrightLocal Academy <svg xmlns="http://www.w3.org/2000/svg" style="height: 1em; margin-left: 0.25rem; position: relative; top: 2px; "fill="none" viewBox="0 0 24 24" stroke-width="1.5" stroke="currentColor" class="w-6 h-6"> <path stroke-linecap="round" stroke-linejoin="round" d="M13.5 6H5.25A2.25 2.25 0 0 0 3 8.25v10.5A2.25 2.25 0 0 0 5.25 21h10.5A2.25 2.25 0 0 0 18 18.75V10.5m-10.5 6L21 3m0 0h-5.25M21 3v5.25" /> </svg></span> <span class="menu-item-description-new">Free, interactive video courses to make you a better local marketer. 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10 13.6594V13.6562Z" fill="#0FD03B"/> </svg> <div class="text">15 min read</div> </div> </div> <header> <h1> Business Listings Visibility Study </h1> </header> <div class="p-tags"> <div class="tag-text"> <a href="https://www.brightlocal.com/tag/local-seo/" class="tag-link">Local SEO</a><a href="https://www.brightlocal.com/tag/local-citations/" class="tag-link">Citations & Listings</a> </div> </div> <div class="post-information"> <div class="author"> <div class="author-info"> <div class="author-content"> <div class="title"> By <span class="author"></span><a href="https://www.brightlocal.com/author/sammypaget/">Sammy Paget</a> </div> </div> </div> </div> <div class="share-post"> <button class="share-post-button"> <svg xmlns="http://www.w3.org/2000/svg" width="14" height="16" viewBox="0 0 14 16" fill="none"> <path d="M11 7C12.6562 7 14 5.65625 14 4C14 2.34375 12.6562 1 11 1C9.34375 1 8 2.34375 8 4C8 4.125 8.00625 4.25 8.02188 4.37187L5.08125 5.84062C4.54375 5.31875 3.80938 5 3 5C1.34375 5 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</picture> </div> </div></section> <section class="post-header-info"> <div class="header-info"> <div class="post-info"> <div class="dt-tab-hide mob-previous-surveys"> </div> </div> </div> </section> <div class="post-contents-body"> <div class="post-left"> <article id="article" class="post-content-inner"> <div class="takeaways"> <header class="h2 takeaway-title"> Key Findings </header> <ul class="takeaways-standard"> <li class="click-me not-bold "> Business directories make up almost a third of local-intent organic search results overall (31%). </li> <li class="click-me not-bold "> Business directories make up 37% of organic search results for informational local-intent search terms. </li> <li class="click-me not-bold "> Yelp results appear for 28% of all directory results, followed by Tripadvisor at 10%, and Expertise at 8%. </li> <li class="click-me not-bold "> 72% of ‘fast food restaurants’ search results showed business directories, the highest proportion of all our industry searches. </li> <li class="click-me not-bold "> Forum results represent only 7% of the local-intent search results analyzed, but 89% of those forum results come from Reddit. </li> <li class="click-me not-bold "> Industry-specific directories, such as Booksy, DoorDash, Gymbird, and GreatVet, were prominent across respective industry searches. </li> </ul> </div> <link rel='stylesheet' id='tablepress-default-css' href='https://www.brightlocal.com/wp-content/plugins/tablepress-premium/css/build/default.css' type='text/css' media='all' /> <style id='tablepress-default-inline-css' type='text/css'> .tablepress{--style-variation:custom;--text-color:#252525;--odd-bg-color:#fff;--hover-bg-color:#fff} </style> <p><span style="font-weight: 400;">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><a href="https://www.brightlocal.com/research/local-business-discovery-trust-report/"><span style="font-weight: 400;">discover new businesses altogether</span></a><span style="font-weight: 400;">, we’ve got a pretty good grasp on the most popular sites for finding business information.</span></p> <p><span style="font-weight: 400;">Even as the way people search changes, business directories continue to lead the way in business discovery. As of the </span><a href="https://www.brightlocal.com/research/local-consumer-review-survey/#where-are-consumers-reading-online-reviews"><span style="font-weight: 400;">Local Consumer Review Survey 2024</span></a><span style="font-weight: 400;">, Google, Facebook, and Yelp were consumers’ top three online sources for finding local businesses.</span></p> <p><span style="font-weight: 400;">What we don’t talk about so often, though, is how consumers get there—or, 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> <p><span style="font-weight: 400;">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> <h2><span style="font-weight: 500;">Methodology</span></h2> <p><span style="font-weight: 400;">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> <p><span style="font-weight: 400;">We used one transactional keyword (e.g. coffee shop) and one informational keyword (e.g. best coffee shop) in searches across 20 different business verticals. We repeated these 40 searches in 20 different US cities to provide a broad set of terms and locations. </span></p> <p><span style="font-weight: 400;">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><a href="https://www.brightlocal.com/research/reddit-local-serps/"><span style="font-weight: 400;">Reddit SERP study</span></a><span style="font-weight: 400;"> </span></p> <p><b>Note: </b><span style="font-weight: 400;">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><a href="https://searchengineland.com/google-ai-overviews-organic-results-overlap-99-445374" target="_blank" rel="noopener"><span style="font-weight: 400;">AI Overviews match organic results</span></a><span style="font-weight: 400;"> 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> <div class="bl-popout-box-green"> <h3><b>Understanding definitions within this study</b></h3> <p><span style="font-weight: 400;">For every organic search result, we recorded the website name and classification of each website’s ‘type’ using the following criteria:</span></p> <p><b>Example searches used in this study:</b></p> <p><span style="font-weight: 400;">“electrician portland” (transactional)</span></p> <p><span style="font-weight: 400;">“best electrician portland” (informational)</span></p> <p><img fetchpriority="high" decoding="async" class="aligncenter size-post-image wp-image-123965 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/electrician-portland-serp-screenshot-640x447.png" alt="Electrician Portland Serp Screenshot" width="640" height="447" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/electrician-portland-serp-screenshot-300x210.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/electrician-portland-serp-screenshot-1024x715.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/electrician-portland-serp-screenshot-768x537.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/electrician-portland-serp-screenshot-1536x1073.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/10/electrician-portland-serp-screenshot-800x559.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/electrician-portland-serp-screenshot-1356x947.png 1356w, 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https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-1536x1120.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-800x583.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-1356x989.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-414x302.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-551x402.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-860x627.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-320x233.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-926x675.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-1200x875.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-640x467.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-165x120.png 165w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-480x350.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-1095x799.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-783x571.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-398x290.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-1566x1142.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-796x581.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-329x240.png 329w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-411x300.png 411w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-823x600.png 823w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot-206x150.png 206w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-electrician-portland-serp-screenshot.png 1818w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p><span style="font-weight: 400;">A full list of search terms and results can be found in the </span><a href="#appendix"><span style="font-weight: 400;">appendix</span></a><span style="font-weight: 400;">.</span></p> </div> <h2><span style="font-weight: 500;">SERP Results Compared </span></h2> <p><span style="font-weight: 400;">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’s results to view local business information. As the average local search surfaces three directory results within the first ten, you’re going to want to make sure your brand is present and accurately represented in the most visible and relevant directories.</span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123957 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-640x508.png" alt="Final Serp Type All Results (1800 X 1500 Px)" width="640" height="508" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-300x238.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-1024x813.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-768x610.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-1536x1220.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-800x635.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-1356x1077.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-414x329.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-551x438.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-860x683.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-320x254.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-926x735.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-1200x953.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-640x508.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-151x120.png 151w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-480x381.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-1095x870.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-783x622.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-398x316.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-1566x1244.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-796x632.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-302x240.png 302w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-378x300.png 378w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-756x600.png 756w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-705x560.png 705w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-1410x1120.png 1410w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px-189x150.png 189w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-all-results-1800-x-1500-px.png 1753w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p><span style="font-weight: 400;">Meanwhile, it’s 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’s arguably in users’ best interest to visit different brands’ websites to a) complete a transaction or b) gather the information they’re looking for.</span></p> <p><span style="font-weight: 400;">One surprise, however, is how the visibility of forum results has changed since our </span><a href="https://www.brightlocal.com/research/reddit-local-serps/"><span style="font-weight: 400;">Reddit SERP study</span></a><span style="font-weight: 400;">, 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> <p><span style="font-weight: 400;">While that study focused solely on Reddit results and not any other forums, it’s 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. </span></p> <p><span style="font-weight: 400;">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…</span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123958 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-640x533.png" alt="Final Serp Type Info Vs. Trans (1800 X 1500 Px)" width="640" height="533" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-300x250.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-1024x853.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-768x640.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-1536x1280.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-800x667.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-1356x1130.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-414x345.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-551x459.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-860x717.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-320x267.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-926x772.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-1200x1000.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-640x533.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-144x120.png 144w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-480x400.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-1095x913.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-783x653.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-398x332.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-1566x1305.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-796x663.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-288x240.png 288w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-360x300.png 360w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-720x600.png 720w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-672x560.png 672w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-1344x1120.png 1344w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px-180x150.png 180w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-SERP-type-info-vs.-trans-1800-x-1500-px.png 1800w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p><span style="font-weight: 400;">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> <p><img decoding="async" class="aligncenter size-post-image wp-image-123933 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-640x563.png" alt="Best Coffee Shop Buffalo Ny Serp Screenshot" width="640" height="563" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-300x264.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-1024x901.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-768x676.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-800x704.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-1356x1193.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-414x364.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-551x485.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-860x757.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-320x282.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-926x815.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-1200x1056.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-640x563.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-136x120.png 136w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-480x422.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-1095x964.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-783x689.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-398x350.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-796x700.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-273x240.png 273w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-341x300.png 341w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-682x600.png 682w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-636x560.png 636w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-1273x1120.png 1273w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot-170x150.png 170w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Buffalo-NY-SERP-screenshot.png 1450w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p style="text-align: center;"><em><span style="font-size: 12pt;">Screenshot of SERP for ‘best coffee shop buffalo,’ where multiple business directories are present</span></em></p> <p><span style="font-weight: 400;">Why might directories be this prominent for informational searches? The business listings found on today’s modern directories provide users with a detailed snapshot of several key business factors, not </span><i><span style="font-weight: 400;">just </span></i><span style="font-weight: 400;">contact information, particularly where industry-specific directories are concerned.</span></p> <p><span style="font-weight: 400;">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> <p><span style="font-weight: 400;">Therefore, if a consumer is searching for the ‘best’ type of local business (a search with informational intent), it makes sense that Google would consider directory results relevant.</span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123931 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-640x367.png" alt="Best Coffee Shop Seattle Tripadvisor Screenshot" width="640" height="367" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-300x172.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-1024x587.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-768x440.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-1536x880.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-800x459.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-1356x777.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-414x237.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-551x316.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-860x493.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-320x183.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-926x531.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-1200x688.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-640x367.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-209x120.png 209w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-480x275.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-1095x628.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-783x449.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-398x228.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-1566x898.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-796x456.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-419x240.png 419w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-523x300.png 523w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-1047x600.png 1047w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-977x560.png 977w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot-262x150.png 262w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-coffee-shop-Seattle-Tripadvisor-screenshot.png 1600w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p style="text-align: center;"><em><span style="font-size: 12pt;">Business directory result (Tripadvisor) for ‘best coffee shop seattle’</span></em></p> <p><span style="font-weight: 400;">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><a href="https://www.google.com/search/howsearchworks/how-search-works/ranking-results/" target="_blank" rel="noopener"><span style="font-weight: 400;">how Google measures user intent</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">For a transactional search like ‘car dealership chicago’, Google recognizes that the user is looking for relevant businesses in a local area, whereas for an informational search like ‘best car dealership chicago’, Google understands the consumer is looking to do some research and compare findings. </span></p> <p><span style="font-weight: 400;">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> <p><span style="font-weight: 400;">Next, we’ll take a look at how these percentages change for specific business verticals.</span></p> <h3><b>Healthcare and Wellness</b></h3> <p><span style="font-weight: 400;">Search terms within the health, medical, and wellness categories tend to lead to business website results for both transactional and informational searches. </span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123925 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-640x844.png" alt="Final Healthcare Verticals (labels) (1)" width="640" height="844" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-228x300.png 228w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-777x1024.png 777w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-768x1013.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-1165x1536.png 1165w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-1553x2048.png 1553w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-800x1055.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-1024x1350.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-1356x1788.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-414x546.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-551x726.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-860x1134.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-320x422.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-926x1221.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-1200x1582.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-640x844.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-91x120.png 91w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-480x633.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-1095x1444.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-783x1032.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-398x525.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-1566x2065.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-796x1049.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-182x240.png 182w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-455x600.png 455w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-425x560.png 425w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-850x1120.png 850w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1-114x150.png 114w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Healthcare-Verticals-labels-1.png 2048w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p><span style="font-weight: 400;">Directory visibility is surprisingly low in SERPs for the searches ‘dentist [location]’ (3%), ‘vet clinic [location]’ (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> <p><span style="font-weight: 400;">It could be the case that, as these business types can be associated with more ‘urgent’ needs, Google understands the intent of these search terms and knows that users need information now, and therefore might be less concerned about ‘shopping around’.</span></p> <p><span style="font-weight: 400;">However, this changes when we look at informational search intent. When a consumer is looking for the ‘best’ dentist or ‘best’ 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 ‘best’, things like cosmetic dentistry spring to mind, where it’s likely you would want to shop around before making a decision.</span></p> <p><span style="font-weight: 400;">‘Best gym [location]’ sees some of the most forum results in this whole study (18%). When we analyzed some of the USA’s top gym brands in the recent </span><a href="https://www.brightlocal.com/research/brand-review-index/gyms/"><span style="font-weight: 400;">Brand Review Index</span></a><span style="font-weight: 400;">, 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> <p><img decoding="async" class="aligncenter size-post-image wp-image-123934 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-640x333.png" alt="Subreddit Best Gyms Milwaukee" width="640" height="333" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-300x156.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-1024x533.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-768x400.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-800x417.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-1356x706.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-414x216.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-551x287.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-860x448.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-320x167.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-926x482.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-1200x625.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-640x333.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-230x120.png 230w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-480x250.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-1095x570.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-783x408.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-398x207.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-796x415.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-461x240.png 461w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-576x300.png 576w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-1152x600.png 1152w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-1075x560.png 1075w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee-288x150.png 288w, https://www.brightlocal.com/wp-content/uploads/2024/10/subreddit-best-gyms-milwaukee.png 1478w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p style="text-align: center;"><span style="font-size: 12pt;"><em>Forum result (Reddit) for ‘best gym milwaukee’</em></span></p> <h3><b>Hospitality </b></h3> <p><span style="font-weight: 400;">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> <p><span style="font-weight: 400;">As you’ll see below, the ‘coffee shop’ 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. </span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123924 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-640x688.png" alt="Final Hospitality Verticals (labels)" width="640" height="688" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-279x300.png 279w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-953x1024.png 953w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-768x825.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-1430x1536.png 1430w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-1907x2048.png 1907w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-800x859.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-1024x1100.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-1356x1457.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-414x445.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-551x592.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-860x924.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-320x344.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-926x995.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-1200x1289.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-640x688.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-112x120.png 112w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-480x516.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-1095x1176.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-783x841.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-398x428.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-1566x1682.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-796x855.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-223x240.png 223w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-559x600.png 559w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-521x560.png 521w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-1043x1120.png 1043w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels-140x150.png 140w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Hospitality-Verticals-labels.png 2048w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p><span style="font-weight: 400;">Both transactional and informational searches for ‘fast food restaurants’ and ‘hotels’ show a heavy weighting towards directory results. Hotel results surface the travel-specific listing websites you’d 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> <p><span style="font-weight: 400;">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><i><span style="font-weight: 400;">right</span></i> <i><span style="font-weight: 400;">now. </span></i><span style="font-weight: 400;">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’t necessarily recommend listing your fast-food restaurant on all of the delivery apps unless you can handle the customers!</span></p> <p><span style="font-weight: 400;">Interestingly, the search term ‘fast food restaurants’ 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’re 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> <h3><b>Services and Trades</b></h3> <p><span style="font-weight: 400;">While we know from the </span><a href="https://www.brightlocal.com/research/local-consumer-review-survey/#where-are-consumers-reading-online-reviews"><span style="font-weight: 400;">Local Consumer Review Survey</span></a><span style="font-weight: 400;"> that long-standing directories like Better Business Bureau (BBB) still play a part in consumers’ decision-making, this study reinforces this by showing a strong SERP presence for directories in both transactional and informational search results pages. </span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123929 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-640x781.png" alt="Final Services And Trades Verticals (labels)" width="640" height="781" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-246x300.png 246w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-839x1024.png 839w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-768x938.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-1258x1536.png 1258w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-1678x2048.png 1678w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-800x977.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-1024x1250.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-1356x1655.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-414x505.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-551x673.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-860x1050.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-320x391.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-926x1130.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-1200x1465.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-640x781.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-98x120.png 98w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-480x586.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-1095x1337.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-783x956.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-398x486.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-1566x1912.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-796x972.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-197x240.png 197w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-492x600.png 492w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-459x560.png 459w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-918x1120.png 918w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels-123x150.png 123w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Services-and-Trades-Verticals-labels.png 2048w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p><span style="font-weight: 400;">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. ‘Best electrician’ and ‘best HVAC contractor’ lead the way, surfacing a variety of typically more trade-specific directories such as Angie’s List, Expertise, Thumbtack, and BBB.</span></p> <p><span style="font-weight: 400;">The clear exception is for ‘car dealership’, where 100% of organic results lead to business websites. It’s 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><i><span style="font-weight: 400;">incredibly</span></i><span style="font-weight: 400;"> competitive, at least in the USA.</span></p> <div class="bl-popout-box-top-tips no-border"> <p>Do you know why this might be? Let us know on social! </p> </div> <h3><b>‘Your Money or Your Life’ (YMYL)</b></h3> <p><span style="font-weight: 400;">‘Your Money or Your Life’ refers to content that provides information that can impact a user’s life, health, and finances, which is why we’ve 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—pretty life-changing stuff.</span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123927 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-640x688.png" alt="Final Ymyl Verticals (labels)" width="640" height="688" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-279x300.png 279w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-953x1024.png 953w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-768x825.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-1430x1536.png 1430w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-1907x2048.png 1907w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-800x859.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-1024x1100.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-1356x1457.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-414x445.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-551x592.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-860x924.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-320x344.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-926x995.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-1200x1289.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-640x688.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-112x120.png 112w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-480x516.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-1095x1176.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-783x841.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-398x428.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-1566x1682.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-796x855.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-223x240.png 223w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-559x600.png 559w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-521x560.png 521w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-1043x1120.png 1043w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels-140x150.png 140w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-YMYL-verticals-labels.png 2048w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p><span style="font-weight: 400;">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 ‘must’ in any consumer’s decision-making process.</span></p> <p><span style="font-weight: 400;">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> <p><span style="font-weight: 400;">Searches related to attorney and tax advisor businesses (‘attorney,’ ‘best attorney,’ ‘best tax advisor’) generate a particularly large amount of business directory results—in fact, more than half of the top ten organic results for these searches were directories.</span></p> <div class="shortcode-related-post left " data-ribbon="RELATED"> <div class="inner "> <div class="image rp-img-container" style="background:url() no-repeat top center;"> <img decoding="async" src="https://d317jr06u12xtj.cloudfront.net/2022/09/Citation-Sites-by-Industry-Hub-Header-Teaser-Long.png" alt="Top Citation Sites for Attorneys" class="img-respond" > </div> <div class="text"> <div class="title h5"> <a href="https://www.brightlocal.com/resources/top-citation-sites/industry/attorneys/"> Top Citation Sites for Attorneys </a> </div> <p> </p> <p class="cta"> <a href="https://www.brightlocal.com/resources/top-citation-sites/industry/attorneys/" class="button button-std-blue"> Learn More </a> </p> </div> </div> </div> <p>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.</p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123936 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-640x530.png" alt="Best Realtor Chicago Serp" width="640" height="530" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-300x249.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-1024x849.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-768x637.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-1536x1273.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-800x663.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-1356x1124.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-414x343.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-551x457.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-860x713.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-320x265.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-926x768.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-1200x995.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-640x530.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-145x120.png 145w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-480x398.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-1095x908.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-783x649.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-398x330.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-796x660.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-290x240.png 290w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-362x300.png 362w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-724x600.png 724w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-676x560.png 676w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-1351x1120.png 1351w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP-181x150.png 181w, https://www.brightlocal.com/wp-content/uploads/2024/10/best-realtor-chicago-SERP.png 1566w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p style="text-align: center;"><em><span style="font-size: 12pt;">SERP for ‘best realtor chicago,’ highlighting multiple business mentions in results</span></em></p> <p><span style="font-weight: 400;">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’ll note the significant focus on agents’ social media profiles.</span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123935 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-640x621.png" alt="Realtor Profiles On Propertyspark" width="640" height="621" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-300x291.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-1024x994.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-768x746.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-800x777.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-1356x1317.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-414x402.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-551x535.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-860x835.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-320x311.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-926x899.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-1200x1165.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-640x621.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-124x120.png 124w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-480x466.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-1095x1063.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-783x760.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-398x386.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-796x773.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-247x240.png 247w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-309x300.png 309w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-618x600.png 618w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-577x560.png 577w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-1153x1120.png 1153w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark-154x150.png 154w, https://www.brightlocal.com/wp-content/uploads/2024/10/realtor-profiles-on-propertyspark.png 1378w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p style="text-align: center;"><em><span style="font-size: 12pt;">Realtor profiles found on PropertySpark</span></em></p> <p><span style="font-weight: 400;">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! </span></p> <h3><b>Entertainment</b></h3> <p><span style="font-weight: 400;">The groupings below for entertainment-related search terms don’t 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—for example; a toy store could be compared against other types of children’s retailers.</span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123939 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-640x688.png" alt="Final Ents Verticals (labels)" width="640" height="688" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-279x300.png 279w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-953x1024.png 953w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-768x825.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-1430x1536.png 1430w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-1907x2048.png 1907w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-800x859.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-1024x1100.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-1356x1457.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-414x445.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-551x592.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-860x924.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-320x344.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-926x995.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-1200x1289.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-640x688.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-112x120.png 112w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-480x516.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-1095x1176.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-783x841.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-398x428.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-1566x1682.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-796x855.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-223x240.png 223w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-559x600.png 559w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-521x560.png 521w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-1043x1120.png 1043w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels-140x150.png 140w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Ents-Verticals-labels.png 2048w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p><span style="font-weight: 400;">However, it was very surprising to see that 60% of ‘best betting store’ search results were business mentions. A closer look at ‘betting store’ 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. </span></p> <p><span style="font-weight: 400;">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’s likely that these occurrences would be particularly ‘newsworthy’ where some states have seen the re-introduction of legal gambling as recently as 2018.</span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123938 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-640x428.png" alt="Betting Store Business Mention Article" width="640" height="428" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-300x200.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-1024x684.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-768x513.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-800x535.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-414x277.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-551x368.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-860x575.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-320x214.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-926x619.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-1200x802.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-640x428.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-180x120.png 180w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-480x321.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-1095x732.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-783x523.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-398x266.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-796x532.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-359x240.png 359w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-449x300.png 449w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-898x600.png 898w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-838x560.png 838w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article-224x150.png 224w, https://www.brightlocal.com/wp-content/uploads/2024/10/betting-store-business-mention-article.png 1326w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p style="text-align: center;"><em><span style="font-size: 12pt;">A business mention result for ‘best betting store denver’ highlights why a store opening is particularly newsworthy</span></em></p> <p><span style="font-weight: 400;">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. </span></p> <h2><span style="font-weight: 500;">Other Notable Findings</span></h2> <h3><b>Variety of Directory Results</b></h3> <p><span style="font-weight: 400;">We’ve 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> <p><img decoding="async" class="aligncenter size-post-image wp-image-123942 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-640x575.png" alt="Final Directories Dominating Serps (1)" width="640" height="575" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-300x270.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-1024x920.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-768x690.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-1536x1380.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-800x719.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-1356x1218.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-414x372.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-551x495.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-860x773.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-320x288.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-926x832.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-1200x1078.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-640x575.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-134x120.png 134w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-480x431.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-1095x984.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-783x703.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-398x358.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-1566x1407.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-796x715.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-267x240.png 267w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-334x300.png 334w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-668x600.png 668w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-623x560.png 623w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-1247x1120.png 1247w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1-167x150.png 167w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Directories-dominating-SERPs-1.png 2048w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p><span style="font-weight: 400;">We’ve collated some examples from our study data below to provide you with an idea of the variety that appeared in our search results—and, hopefully, some inspiration for other places to get your brand or clients listed.</span></p> <table id="tablepress-642" class="tablepress tablepress-id-642"> <thead> <tr class="row-1"> <th class="column-1">Industry term</th><th class="column-2">Directories Appearing in Top 10 Organic Results</th> </tr> </thead> <tbody class="row-striping row-hover"> <tr class="row-2"> <td class="column-1">attorney</td><td class="column-2">Avvo, bestlawyers, Expertise, findlaw, justia, Super Lawyers, Yelp</td> </tr> <tr class="row-3"> <td class="column-1">betting store</td><td class="column-2">Gambling.com, Tripadvisor, Facebook, MapQuest, Yelp</td> </tr> <tr class="row-4"> <td class="column-1">car dealership</td><td class="column-2">Expertise, CarFax, Yelp</td> </tr> <tr class="row-5"> <td class="column-1">chiropractor</td><td class="column-2">Expertise, Healthgrades, HealthProfs, WebMD, Yelp. Zocdoc</td> </tr> <tr class="row-6"> <td class="column-1">coffee shop</td><td class="column-2">Tripadvisor, Yelp</td> </tr> <tr class="row-7"> <td class="column-1">day spa</td><td class="column-2">Expertise, Facebook, Tripadvisor, Yelp</td> </tr> <tr class="row-8"> <td class="column-1">dentist</td><td class="column-2">American Dentist Society, DenScore, Expertise, Healthgrades, Opencare, Top Rated Dentist, US News Health, Zocdoc</td> </tr> <tr class="row-9"> <td class="column-1">electrician</td><td class="column-2">Angie's List, Better Business Bureau, Expertise, Nextdoor,, Thumbtack, Yelp</td> </tr> <tr class="row-10"> <td class="column-1">fast food restaurant</td><td class="column-2">Tripadvisor, Wanderlog, Door Dash, Uber Eats, Grub Hub, Yelp</td> </tr> <tr class="row-11"> <td class="column-1">gym</td><td class="column-2">Gymbird, Yelp, ClassPass, Groupon, Tripadvisor, Yellowpages</td> </tr> <tr class="row-12"> <td class="column-1">hair salon</td><td class="column-2">Booksy, Expertise, Tripadvisor, Yelp</td> </tr> <tr class="row-13"> <td class="column-1">hotels</td><td class="column-2">Booking.com, Expedia, Hotels.com, Kayak, Tripadvisor, Trivago</td> </tr> <tr class="row-14"> <td class="column-1">hvac contractor</td><td class="column-2">Expertise, Angie's List, Home Advisor, Yelp</td> </tr> <tr class="row-15"> <td class="column-1">movie theater</td><td class="column-2">Tripadvisor, Foursquare, City Seeker, Yellowpages, Facebook, Yelp</td> </tr> <tr class="row-16"> <td class="column-1">realtor</td><td class="column-2">Expertise, Yelp, Zillow, Fast Expert</td> </tr> <tr class="row-17"> <td class="column-1">storage facility</td><td class="column-2">Expertise, HomeGuide, Neighbor, selfstorage.com, Sparefoot</td> </tr> <tr class="row-18"> <td class="column-1">tax advisor</td><td class="column-2">Bark, Better Business Bureau, Clutch, Expertise, Thumbtack</td> </tr> <tr class="row-19"> <td class="column-1">toy store</td><td class="column-2">Facebook, Yellowpages, Tripadvisor, Yelp</td> </tr> <tr class="row-20"> <td class="column-1">travel agency</td><td class="column-2">Better Business Bureau, Built In, Thumbtack, Yelp, Yellowpages</td> </tr> <tr class="row-21"> <td class="column-1">vet clinic</td><td class="column-2">Expertise, Facebook, Greatvet, Pawlicy Advisor, Yelp</td> </tr> </tbody> </table>  <p><span style="font-weight: 400;">However, despite the variety of directory results appearing in SERPs, we can’t ignore the fact that some—and I’m sure you can guess which ones—dominate the space. That’s right, we’re 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> <table id="tablepress-643" class="tablepress tablepress-id-643"> <thead> <tr class="row-1"> <th class="column-1">Directory</th><th class="column-2">Overall % of directory results</th> </tr> </thead> <tbody class="row-striping row-hover"> <tr class="row-2"> <td class="column-1">1. Yelp</td><td class="column-2">28%</td> </tr> <tr class="row-3"> <td class="column-1">2. Tripadvisor</td><td class="column-2">10%</td> </tr> <tr class="row-4"> <td class="column-1">3. Expertise</td><td class="column-2">8%</td> </tr> <tr class="row-5"> <td class="column-1">4. Angi/Angie's List</td><td class="column-2">3%</td> </tr> <tr class="row-6"> <td class="column-1">4=. Better Business Bureau (BBB)</td><td class="column-2">3%</td> </tr> <tr class="row-7"> <td class="column-1">5. Thumbtack</td><td class="column-2">2%</td> </tr> </tbody> </table>  <h3><b>Opportunities for Securing Business Mentions</b></h3> <p><span style="font-weight: 400;">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. </span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123921 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-640x600.png" alt="Final Trend Mentions Dominating Serps" width="640" height="600" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-300x281.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-1024x960.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-768x720.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-1536x1440.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-800x750.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-1356x1271.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-414x388.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-551x516.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-860x806.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-320x300.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-926x868.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-1200x1125.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-640x600.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-128x120.png 128w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-480x450.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-1095x1026.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-783x734.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-398x373.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-1566x1468.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-796x746.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-256x240.png 256w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-598x560.png 598w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-1195x1120.png 1195w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs-160x150.png 160w, https://www.brightlocal.com/wp-content/uploads/2024/10/FINAL-Trend-Mentions-dominating-SERPs.png 1800w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p><span style="font-weight: 400;">We’ve 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. </span></p> <p><span style="font-weight: 400;">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’s a popular consumer-facing publication or a trade-specific publication. It won’t be as easy as just asking to be included in a ‘Top 10 Best’ listicle but think about ways that you can be creative in pitching your brand or its team—an interview with a head chef, for example.</span></p> <h2><span style="font-weight: 500;">How can I use this information?</span></h2> <p><span style="font-weight: 400;">The good news is that such diversity in the results shows how each listing or mention ‘type’ has its place in local SEO, and there are plenty of actionable tactics you can adopt in your local marketing strategies accordingly.</span></p> <p><span style="font-weight: 400;">The bad news—depending on the type of person you are, I suppose—is 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> <h3>Directories</h3> <p><span style="font-weight: 400;">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’t afford to miss out on being listed in the right places. </span></p> <p><span style="font-weight: 400;">According to the </span><a href="https://www.thebusinessresearchcompany.com/report/directory-mailing-list-and-other-publishers-global-market-report" target="_blank" rel="noopener"><span style="font-weight: 400;">Business Research Company</span></a><span style="font-weight: 400;">, 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> <p><span style="font-weight: 400;">They might not be the first sites to cross a user’s 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> <p><span style="font-weight: 400;">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><span style="font-weight: 400;"><br /> </span></p> <p><span style="font-weight: 400;">Some of these directories might not be free for businesses to join, but it’s 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> <div class="insights-cta-shortcode bg-blue"><div class="inner"><div class="image"><div class="bl-img-wrapper"><img decoding="async" src="https://www.brightlocal.com/wp-content/uploads/2024/02/tools-cta-listings.svg" alt="Tools Cta Listings"></div></div><div class="text"><p class="title h5">The Smarter Way to Manage Listings</p><p>Discover a cutting-edge solution for effective listings management</p> <div class="gbcta-main"> <div class="gm-cta"> <div class="button-outer"> <a href="https://www.brightlocal.com/listings-management/" title="Get Started with Listings Management" target="" role="button" class="cta button button-subheading-outer default track-tools-list-man " > Get Started with Listings Management </a> <sub>Start Your Free Account</sub> </div> </div> </div> </div></div></div> <h3>Business websites<span style="font-weight: 400;"><br /> </span></h3> <p><span style="font-weight: 400;">As we’ve seen, business websites are shown for almost half of the first ten organic results (47%). So, </span><span style="font-weight: 400;"><span style="box-sizing: border-box; margin: 0px; padding: 0px;">if you want your brand to appear in the local pack <em>above</em> organic results, you’ll want to give the business’s</span> website the best possible chance of ranking organically for these kinds of local-intent searches. </span></p> <p><span style="font-weight: 400;">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><span style="font-weight: 400;"><br /> </span></p> <ul> <li style="font-weight: 400;" aria-level="1"><b>Defined website structure</b><span style="font-weight: 400;"> with a home page, dedicated product or service pages, category, and local pages.</span></li> <li style="font-weight: 400;" aria-level="1"><b>Optimized website content</b><span style="font-weight: 400;"> that has been informed by </span><b>keyword research.</b></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Creating </span><b>high-quality content</b><span style="font-weight: 400;"> that is </span><b>unique</b><span style="font-weight: 400;">, </span><b>helpful</b><span style="font-weight: 400;">, and follows E-E-A-T guidelines.</span></li> <li style="font-weight: 400;" aria-level="1"><b>Optimized metadata</b><span style="font-weight: 400;"> to boost chances of click-through from SERPs.</span></li> </ul> <div class="shortcode-related-post left " data-ribbon="RELATED"> <div class="inner "> <div class="image rp-img-container" style="background:url() no-repeat top center;"> <img decoding="async" src="https://d317jr06u12xtj.cloudfront.net/2022/05/improving-your-onsite-SEO-Teaser.png" alt="Improving On-page SEO for Local" class="img-respond" > </div> <div class="text"> <div class="title h5"> <a href="https://www.brightlocal.com/learn/local-seo/local-search-optimization/on-page-seo/"> Improving On-page SEO for Local </a> </div> <p> </p> <p class="cta"> <a href="https://www.brightlocal.com/learn/local-seo/local-search-optimization/on-page-seo/" class="button button-std-blue"> Learn More </a> </p> </div> </div> </div> <h3>Forums</h3> <p><span style="font-weight: 400;">As discussed in our </span><a href="https://www.brightlocal.com/research/reddit-local-serps/"><span style="font-weight: 400;">Reddit SERP study</span></a><span style="font-weight: 400;">, there is little you can do to </span><i><span style="font-weight: 400;">directly </span></i><span style="font-weight: 400;">influence your brand’s presence on forums unless you want to come across as inauthentically self-promoting—or worse, spammy.</span></p> <p><span style="font-weight: 400;">However, it is a useful reminder to keep an eye on forums for brand mentions if you haven’t been doing so already. In their own way, forum discussions can be a local PR tool if you’re lucky enough to have customers advocating for you! And if you don’t, then there’s another good reason to really hone in on your customer service and retention efforts.</span></p> <p><img decoding="async" class="aligncenter size-post-image wp-image-123937 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-640x116.png" alt="Reddit Screenshot Brand Advocacy" width="640" height="116" srcset="https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-300x55.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-1024x186.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-768x140.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-800x145.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-1356x246.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-414x75.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-551x100.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-860x156.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-320x58.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-926x168.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-1200x218.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-640x116.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-520x94.png 520w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-480x87.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-1095x199.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-783x142.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-398x72.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-796x145.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-660x120.png 660w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-1321x240.png 1321w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy-826x150.png 826w, https://www.brightlocal.com/wp-content/uploads/2024/10/reddit-screenshot-brand-advocacy.png 1398w" sizes="(max-width: 640px) 100vw, 640px" /></p> <p><span style="font-weight: 400;">There are also ways of ‘officially’ representing your brand within forums in a way that won’t rub users up the wrong way. Consider creating brand representative accounts and interacting with relevant discussions in an authentic or helpful way. A simple site search can help uncover where people might have questions about your brand or relevant products and services that you offer.</span></p> <p><span style="font-weight: 400;">The best way to increase your chances of appearing in forum conversations? Deliver the best service at the most competitive price, and work on your brand to get the exposure and word-of-mouth your business needs.</span></p> <h3>Brand mentions</h3> <p><span style="font-weight: 400;">Local PR strategies can sometimes fall to the wayside, whether they’re too time-consuming or hard to prove as a good investment of resources. However, the breadth of business mentions in this study’s results highlights how influential they can be in building brand awareness and reaching new audiences.</span></p> <div class="bl-popout-box-green"> <p><b>Here are just some of the examples where business mentions were recorded:</p> <p></b></p> <table style="width: 90.5684%; height: 189px;"> <tbody> <tr style="height: 27px;"> <td style="width: 43.9169%; height: 27px;"> <p><span style="font-weight: 400;">Orlando Weekly</span></p> </td> <td style="width: 160.831%; height: 27px;"> <p><span style="font-weight: 400;">Austin Stays Weird</span></p> </td> </tr> <tr style="height: 27px;"> <td style="width: 43.9169%; height: 27px;"> <p><span style="font-weight: 400;">CBS Sports</span></p> </td> <td style="width: 160.831%; height: 27px;"> <p><span style="font-weight: 400;">Best Coffee Guide</span></p> </td> </tr> <tr style="height: 27px;"> <td style="width: 43.9169%; height: 27px;"> <p><span style="font-weight: 400;">TikTok</span></p> </td> <td style="width: 160.831%; height: 27px;"> <p><span style="font-weight: 400;">Eater</span></p> </td> </tr> <tr style="height: 27px;"> <td style="width: 43.9169%; height: 27px;"> <p><span style="font-weight: 400;">Thrillist</span></p> </td> <td style="width: 160.831%; height: 27px;"> <p><span style="font-weight: 400;">YouTube</span></p> </td> </tr> <tr style="height: 27px;"> <td style="width: 43.9169%; height: 27px;"> <p><span style="font-weight: 400;">Consumer Affairs</span></p> </td> <td style="width: 160.831%; height: 27px;"> <p><span style="font-weight: 400;">USA Today</span></p> </td> </tr> <tr style="height: 27px;"> <td style="width: 43.9169%; height: 27px;"> <p><span style="font-weight: 400;">The Seattle Times</span></p> </td> <td style="width: 160.831%; height: 27px;"> <p><span style="font-weight: 400;">Delta Denta</span></p> </td> </tr> <tr style="height: 27px;"> <td style="width: 43.9169%; height: 27px;"> <p><span style="font-weight: 400;">Charlotte Moms</span></p> </td> <td style="width: 160.831%; height: 27px;"> <p><span style="font-weight: 400;"> INDYtoday</span></p> </td> </tr> </tbody> </table> </div> <p><span style="font-weight: 400;">In the above examples alone, we can see a variety of official local </span><i><span style="font-weight: 400;">and </span></i><span style="font-weight: 400;">nationwide news sites, local blogs, trade publications, lifestyle blogs and publications, and social media.</span></p> <p><span style="font-weight: 400;">As with forum mentions, you can’t always directly influence the likelihood of someone featuring your brand in a TikTok, so the best advice for creating brand advocacy is really giving your customers a reason to want to shout about you.</span></p> <p><span style="font-weight: 400;">As for local and community PR, there are certainly tactics you can adopt to reach your local news sites, specialty blogs, and trade publications.</span></p> <div class="bl-popout-box-white"> <div class="bl-btn-std no-pad"> <p><strong>Academy Course: </strong><a href="https://academy.brightlocal.com/course/how-to-master-local-link-building">How to Master Local Link Building</a></p> </div> </div> <h2><span style="font-weight: 500;">Conclusion</span></h2> <p><span style="font-weight: 400;">Of course, the </span><i><span style="font-weight: 400;">dream</span></i><span style="font-weight: 400;"> scenario is that your business appears in the map pack as the first organic search result, followed by your business listing on multiple authoritative directories, and with glowing reviews and forum testimonials bringing up the rear…</span></p> <p><span style="font-weight: 400;">But there really are only so many hours in a day.</span></p> <p><span style="font-weight: 400;">That’s why we hope this study has given you food for thought and that the nuances of different business verticals have given you some inspiration for local marketing tactics you can implement that you might not have considered.</span></p> <p><span style="font-weight: 400;">If you’re scratching your head trying to figure out which directories might be suitable for you, we have a plethora of </span><a href="https://www.brightlocal.com/tag/local-citations/"><span style="font-weight: 400;">citation and listing resources</span></a><span style="font-weight: 400;"> available to help.</span></p> <h2 id="appendix"><span style="font-weight: 500;">Appendix</span></h2> <p><span style="font-weight: 400;">The table below shows the full breakdown of search result types for each search term. As a reminder, each group of search terms contains 20 different searches, where 20 US cities were used as a suffix for local intent (ie. coffee shop buffalo).</span></p> <table id="tablepress-640" class="tablepress tablepress-id-640"> <thead> <tr class="row-1"> <th class="column-1">Search term</th><th class="column-2">Business website</th><th class="column-3">Directory</th><th class="column-4">Forum</th><th class="column-5">Mentions</th> </tr> </thead> <tbody class="row-striping row-hover"> <tr class="row-2"> <td class="column-1">attorney</td><td class="column-2">41%</td><td class="column-3">52%</td><td class="column-4">0%</td><td class="column-5">7%</td> </tr> <tr class="row-3"> <td class="column-1">best attorney</td><td class="column-2">11%</td><td class="column-3">68%</td><td class="column-4">7%</td><td class="column-5">14%</td> </tr> <tr class="row-4"> <td class="column-1">betting store</td><td class="column-2">43%</td><td class="column-3">13%</td><td class="column-4">2%</td><td class="column-5">43%</td> </tr> <tr class="row-5"> <td class="column-1">best betting store</td><td class="column-2">23%</td><td class="column-3">14%</td><td class="column-4">4%</td><td class="column-5">60%</td> </tr> <tr class="row-6"> <td class="column-1">car dealership</td><td class="column-2">100%</td><td class="column-3">0%</td><td class="column-4">0%</td><td class="column-5">0%</td> </tr> <tr class="row-7"> <td class="column-1">best car dealership</td><td class="column-2">63%</td><td class="column-3">23%</td><td class="column-4">12%</td><td class="column-5">2%</td> </tr> <tr class="row-8"> <td class="column-1">chiropractor</td><td class="column-2">87%</td><td class="column-3">12%</td><td class="column-4">0%</td><td class="column-5">2%</td> </tr> <tr class="row-9"> <td class="column-1">best chiropractor</td><td class="column-2">53%</td><td class="column-3">36%</td><td class="column-4">6%</td><td class="column-5">6%</td> </tr> <tr class="row-10"> <td class="column-1">coffee shop</td><td class="column-2">20%</td><td class="column-3">19%</td><td class="column-4">9%</td><td class="column-5">53%</td> </tr> <tr class="row-11"> <td class="column-1">best coffee shop</td><td class="column-2">6%</td><td class="column-3">22%</td><td class="column-4">15%</td><td class="column-5">57%</td> </tr> <tr class="row-12"> <td class="column-1">day spa</td><td class="column-2">55%</td><td class="column-3">16%</td><td class="column-4">9%</td><td class="column-5">21%</td> </tr> <tr class="row-13"> <td class="column-1">best day spa</td><td class="column-2">31%</td><td class="column-3">21%</td><td class="column-4">12%</td><td class="column-5">37%</td> </tr> <tr class="row-14"> <td class="column-1">dentist</td><td class="column-2">88%</td><td class="column-3">3%</td><td class="column-4">0%</td><td class="column-5">9%</td> </tr> <tr class="row-15"> <td class="column-1">best dentist</td><td class="column-2">37%</td><td class="column-3">34%</td><td class="column-4">9%</td><td class="column-5">20%</td> </tr> <tr class="row-16"> <td class="column-1">electrician</td><td class="column-2">59%</td><td class="column-3">35%</td><td class="column-4">2%</td><td class="column-5">4%</td> </tr> <tr class="row-17"> <td class="column-1">best electrician</td><td class="column-2">24%</td><td class="column-3">57%</td><td class="column-4">11%</td><td class="column-5">9%</td> </tr> <tr class="row-18"> <td class="column-1">fast food restaurant</td><td class="column-2">3%</td><td class="column-3">72%</td><td class="column-4">12%</td><td class="column-5">14%</td> </tr> <tr class="row-19"> <td class="column-1">best fast food restaurant</td><td class="column-2">1%</td><td class="column-3">66%</td><td class="column-4">19%</td><td class="column-5">14%</td> </tr> <tr class="row-20"> <td class="column-1">gym</td><td class="column-2">74%</td><td class="column-3">12%</td><td class="column-4">3%</td><td class="column-5">11%</td> </tr> <tr class="row-21"> <td class="column-1">best gym</td><td class="column-2">33%</td><td class="column-3">24%</td><td class="column-4">18%</td><td class="column-5">25%</td> </tr> <tr class="row-22"> <td class="column-1">hair salon</td><td class="column-2">66%</td><td class="column-3">14%</td><td class="column-4">10%</td><td class="column-5">10%</td> </tr> <tr class="row-23"> <td class="column-1">best hair salon</td><td class="column-2">43%</td><td class="column-3">26%</td><td class="column-4">12%</td><td class="column-5">20%</td> </tr> <tr class="row-24"> <td class="column-1">hotels</td><td class="column-2">28%</td><td class="column-3">64%</td><td class="column-4">0%</td><td class="column-5">8%</td> </tr> <tr class="row-25"> <td class="column-1">best hotels</td><td class="column-2">17%</td><td class="column-3">50%</td><td class="column-4">14%</td><td class="column-5">20%</td> </tr> <tr class="row-26"> <td class="column-1">hvac contractor</td><td class="column-2">58%</td><td class="column-3">31%</td><td class="column-4">7%</td><td class="column-5">5%</td> </tr> <tr class="row-27"> <td class="column-1">best hvac contractor</td><td class="column-2">28%</td><td class="column-3">50%</td><td class="column-4">7%</td><td class="column-5">15%</td> </tr> <tr class="row-28"> <td class="column-1">movie theater</td><td class="column-2">82%</td><td class="column-3">13%</td><td class="column-4">0%</td><td class="column-5">5%</td> </tr> <tr class="row-29"> <td class="column-1">best movie theater</td><td class="column-2">19%</td><td class="column-3">35%</td><td class="column-4">20%</td><td class="column-5">27%</td> </tr> <tr class="row-30"> <td class="column-1">realtor</td><td class="column-2">77%</td><td class="column-3">20%</td><td class="column-4">0%</td><td class="column-5">3%</td> </tr> <tr class="row-31"> <td class="column-1">best realtor</td><td class="column-2">16%</td><td class="column-3">34%</td><td class="column-4">7%</td><td class="column-5">43%</td> </tr> <tr class="row-32"> <td class="column-1">storage facility</td><td class="column-2">76%</td><td class="column-3">23%</td><td class="column-4">1%</td><td class="column-5">0%</td> </tr> <tr class="row-33"> <td class="column-1">best storage facility</td><td class="column-2">49%</td><td class="column-3">37%</td><td class="column-4">11%</td><td class="column-5">3%</td> </tr> <tr class="row-34"> <td class="column-1">tax advisor</td><td class="column-2">71%</td><td class="column-3">29%</td><td class="column-4">0%</td><td class="column-5">0%</td> </tr> <tr class="row-35"> <td class="column-1">best tax advisor</td><td class="column-2">42%</td><td class="column-3">52%</td><td class="column-4">5%</td><td class="column-5">1%</td> </tr> <tr class="row-36"> <td class="column-1">toy store</td><td class="column-2">47%</td><td class="column-3">30%</td><td class="column-4">0%</td><td class="column-5">23%</td> </tr> <tr class="row-37"> <td class="column-1">best toy store</td><td class="column-2">27%</td><td class="column-3">34%</td><td class="column-4">15%</td><td class="column-5">25%</td> </tr> <tr class="row-38"> <td class="column-1">travel agency</td><td class="column-2">69%</td><td class="column-3">21%</td><td class="column-4">6%</td><td class="column-5">4%</td> </tr> <tr class="row-39"> <td class="column-1">best travel agency</td><td class="column-2">52%</td><td class="column-3">31%</td><td class="column-4">12%</td><td class="column-5">5%</td> </tr> <tr class="row-40"> <td class="column-1">vet clinic</td><td class="column-2">96%</td><td class="column-3">3%</td><td class="column-4">0%</td><td class="column-5">1%</td> </tr> <tr class="row-41"> <td class="column-1">best vet clinic</td><td class="column-2">63%</td><td class="column-3">23%</td><td class="column-4">10%</td><td class="column-5">4%</td> </tr> </tbody> </table>  <div class="author-bio"> <div class="ab-wrap "> <div class="ab-image "> <img src="https://d317jr06u12xtj.cloudfront.net/2022/11/aw5PBe8z-Sammy-profile-120x120.webp" width="96" height="96" alt="Sammy Paget" class="avatar avatar-96 wp-user-avatar wp-user-avatar-96 alignnone photo" /> </div> <div class="ab-info"> <div class="title"> <header> <em>About the author</em> </header> <div class="name"> <a href="https://www.brightlocal.com/author/sammypaget/"><strong>Sammy Paget</strong></a> </div> </div> <div class="description"> Sammy is BrightLocal's Content Marketing Manager, focusing on developing marketing-leading insights into what drives visibility, rankings and search success for local businesses. </div> <div class="links"> <a class="author-posts" href="https://www.brightlocal.com/author/sammypaget/"> <strong>See all of Sammy's articles (23)</strong> </a> </div> </div> </div> </div> </article> </div> <div class="post-right toc-sidebar " id="sidebar"> <div class="bl-contents-container sidebar__inner"> <div id="toc" class="bl-toc-transparent"> <div class="bl-toc-title-container"> <p class="bl-toc-title">Contents</p> </div> </div> <div class="stick"> </div> </div> </div> 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