According to this study done by the [praized subtype=”small” pid=”20178e0104701d2c9f1cfd74135355c7″ type=”badge” dynamic=”true”] and ComScore, local searches online are growing at a faster pace than regular Web searches. Year over year, local search volume grew by 58% (vs. 21% for regular search) for a total of 15.7 billion searches. This represents 12% of all searches at the top 5 search portals.
In addition, “Internet Yellow Pages and locally-focused online business directories also saw double-digit growth of 23 percent in the same period, totaling 4.6 billion searches in 2008. ” The press release adds: “75 percent of the top 100 keywords searched on Internet Yellow Pages sites were non-branded, indicating that a majority of consumers have not decided on a specific company or product brand when they begin their search. ” One last data point: “nearly half (45 percent) of Internet Yellow Pages and local online directory searchers made an online purchase in the fourth quarter of 2008.”
I’m also a bit disappointed at the number interpretation in the press release. To start with, on the non-branded keyword stats, I don’t think you can infer that people are mostly searching on non-branded terms when they use an online directory. We would have to look at total search volume to properly interpret those numbers, not the top 100 keywords. Obviously, top keywords will be generic terms (more people search for the word restaurant than the name Joe’s Pizza). But I’m convinced the sum of all business name searches is certainly higher than the sum of all keyword searches. It’s basic long tail theory.
The second data point (online purchases by online directory searchers) is nice but it would have been better to compare it with local search “searchers”. I’m convinced data shows that online directory users end up purchasing at a higher percentage than search engine users but we don’t know for sure.