Why it Matters

Traditional phone book advertising is dying and local online search is exploding

54% of consumers say they replaced the phone book with the Internet
1.8 billion searches made by consumers looking for local businesses every month
43% of searches on Google include a geographic identifier like a city or a zip code
70% of Internet users report using search engines to find a local service
Offline sales influenced by consumers’ online browsing and research will increase by 12% over the next five years

Organic and local search outperform paid search

85% of searchers don’t click on paid links
77% of search users choose organic over paid listing when searching
40% of SEO campaigns achieve ROI in excess of 500%, while only 22% of PPC campaigns were able to achieve this value
Organic search results are 8.5x more likely to be clicked on than paid search results
Over the last year, Pay-per-click (PPC) costs have grown 37% and they are continuing to rise

Appearing on the front pages of the search engines means more phone calls

54% of consumers say they replaced the phone book with the Internet
1.8 billion searches made by consumers looking for local businesses every month
43% of searches on Google include a geographic identifier like a city or a zip code
70% of Internet users report using search engines to find a local service
Offline sales influenced by consumers’ online browsing and research will increase by 12% over the next five years