Via Greg Sterling from Search Engine Watch, comScore Networks released a press release today detailing the size and growth of local search in the United States. According to comScore, 63 percent of American Internet users performed a local search in July, 2006, a significant 43 percent increase from July, 2005. The interesting tidbit is the market share percentages. Although Google holds a comfortable lead over Yahoo! for overall search, both engines are virtually tied for local share. Here’s a break down according to the comScore press release:
| 29.8% | |
| Yahoo! | 29.2% |
| Microsoft | 12.3% |
| Time Warner | 7.1% |
| Verizon | 6.6% |
| YellowPages.com | 3.9% |
| Ask Network | 2.7% |
| Local.com | 1.9% |
| InfoSpace | 1.9% |
| DexOnline.com | 1.4% |
| Other | 3.2% |
Action taken by local searchers is also significant. During Q2, 2006, 47 percent of local searchers ended up visiting local merchants after performing local queries, while 37 percent made online contact with merchants.
The value of local search cannot be underestimated. There’s a huge potential audience within your regional geographic seeking your products and services. Just examine the Yellow Pages of any large town or major city and you’ll see why it’s such a potentially lucrative marketing opportunity. Since a significant percentage of leads and sales can stem from local customers, it’s important your web property is found within the top listings of the most popular local search engines through the proper balance of SEO and pay-for strategies.
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