30 Local Search Stats Every Multi-Location Brand Should Know

Search isn’t what it used to be. With consumers increasingly relying on local results, map listings, and even AI-generated summaries to choose where to eat, shop, and visit, the competition for visibility has moved beyond keywords. This guide combines the most recent, high-quality local search statistics with real-world benchmarks to help you optimize your visibility, listings, and engagement across all touchpoints.

1. The Local Search Landscape

Surge in “Near Me” Searches: “Near me” + “Can I buy” queries have exploded in popularity – they’ve increased by 500% over the past five years
72% of consumers search online for local businesses weekly; 32% do so daily
42% of local searches result in clicks on map-pack listings
76% of people who search for something nearby on a smartphone visit a related business within a day

*Pro tip: Optimize your listings for mobile by:

– Using square or vertical images (e.g., 1:1 or 4:5) that display well on phones

– Keeping photo file sizes under 1MB to avoid slow loading

– Ensuring key info like hours, directions, and CTAs are visible without scrolling

– Adding structured data (like business hours, location, or menu) so platforms can display rich snippets directly in search

2. Profile Completeness & Trust

Businesses with complete, well-optimized GBP listings receive 5× more views on Google Maps, and are 2.7× more likely to attract engagement (clicks, calls, etc.) from customers
GBP signals constitute about 32% of the local pack ranking factors – the largest share among all factors
Fully data complete, verified profiles appear 80% more often in search results
68% of consumers would stop using a local business if they encountered incorrect information in online directories

*Pro tip: To improve your visibility in the Google Local Pack, focus on high-impact GBP signals. Prioritize these elements that carry the most weight in ranking—and show Google (and customers) you're active and trustworthy with:

– A complete profile with accurate NAP, hours, categories, and services
– A strong Primary Category and keyword-rich business description
– Frequent updates (e.g., fresh photos, posts, offers)
– Prompt review responses and Q&A engagement
– Including a website link and 15–100+ relevant photos

3. Photos & Visual Trust Signals

Listings with photos generate 42% more requests for driving directions and 35% more clicks to websites
Profiles with 100+ photos see:
- 960% more views
- 520% more calls
- 2,717% more direction requests
- 1,065% more website clicks
Listings with photos are perceived as 2× more reputable than those without
Verified GBPs with 15+ photos per location see stronger engagement across all customer actions
Top-3 ranked businesses average 250 images per listing; listings ranked 4–10 average significantly fewer

*Pro tip: Target 50–100+ location-specific, high-resolution photos: storefront, interior, team, products, refreshed every few months.

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4. Descriptions & Structured Business Info

75% of top-3 ranked businesses on Google have full business descriptions
Including a website link in GBP is linked to higher performance; 85%+ of top-3 profiles include one
Accurate business hours and metadata increase weekday call volume by up to 94%

*Pro tip: In local SEO, metadata refers to structured information you add to your Google Business Profile, like opening hours, services, business attributes (e.g., “LGBTQ+ friendly,” “outdoor seating”), and booking links. These fields guide Google’s algorithm to display your business for the right searches, and they appear directly in your listing. You can edit most of this under the "Info," "Services," and "Attributes" sections of your GBP dashboard. Keeping them accurate helps you show up more often and get more clicks.

5. Reviews & Reputation Management

Google hosts 81%–83% of all online review volume
Review signals now account for roughly 15.44% of the factors determining local search rankings, up from about 10.8% in 2015
71% of users won’t consider a business with fewer than 3 stars
82% of consumers read online reviews for local businesses, and 91% trust those reviews as much as personal recommendations
For every 10 new reviews, GBP conversion rates increase by 2.8%
For every 25% of reviews responded to, conversion rate improves by 4.1%
Increasing a rating by 1 full star can improve conversions by 44%

*Pro tip: Encourage location teams to reply to at least 30–50% of reviews each month to show responsiveness and build trust. Highlight standout reviews in posts, stories, or local ads to reinforce your reputation. To boost review volume, make it easy: share your Google review link or QR code at checkout, in follow-up emails, or on signage.

6. Conversion Actions & Booking

Businesses with online booking options see an average 27% increase in annual revenue
Offering 24/7 online booking increases total bookings by 37%

*Pro tip: Add action links like booking, reservation, or order links to your GBPs. Even for non-service industries, including CTAs like “Schedule,” “Reserve,” or “Book now” improves engagement.

How PinMeTo Helps

Managing local search for multiple locations is complex, time-consuming and error-prone. Local marketing automation tools like PinMeTo helps simplify it so your brand can stay visible, consistent, and responsive at scale.

Bulk Updates, Everywhere: Ensure accurate data and complete profiles across Google, Apple Maps, Facebook, and more with centralized control over listings, hours, and attributes.
AI-Powered Reviews Management: Prioritize what matters with automatic spam detection, language tagging, and smart filters for faster review handling.
Photo & Content Sync: Upload and distribute visuals and updates across all locations to keep profiles fresh and relevant.
Local Insights: Track visibility, engagement, and top-performing locations to see what’s working and where to improve, without the guesswork.
Built for Teams: Give local staff the tools to contribute safely, while keeping brand-wide consistency intact