Survey: Local SEO an ‘artisanal’ area ruled by small businesses

A new survey from BrightLocal offers a window into the state of companies doing neighborhood SEO. The study polled 650 virtual corporations, search engine marketing freelancers, and in-residence entrepreneurs from small agencies and organizations. The effects usually describe a market section that faces challenges; however, it is upbeat — a mirrored image of the organic search’s dynamic and continuously changing nature.

Agency length and sales. Most (54 percent) of those doing nearby SEO are smaller agencies and small companies. However, the wide variety of large groups concerned with neighborhood search engine optimization grew fairly compared to two years ago.

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Most respondents had fewer than 20 search engine optimization clients, with 53 percent having fewer than 10. The most prominent institution (65 percent) have been making much less than $1 million annually from their search engine optimization customers (some a great deal much less); 18 percent was making between $1 million and $five million, and six percentage had been making greater than $five million annually. And 18 percent stated they didn’t recognize how much they have created from neighborhood search engine marketing clients.

Monthly retainer amounts were everywhere in the vicinity, but the bulk (59 percent) was in the $ hundred to $1,000 range. Regarding hourly fees, 30 percent of respondents had been charging between $50 and $ hundred, and 34 percent charged $one hundred and $one hundred fifty, with 28 percent assaulting more than that. The enormous majority of practitioners (eighty-three percent) have been making $ hundred 000 or less in profits, with 17 percent earning over that quantity.

Results are tough to deliver. A majority (56%) said it will likely be extra sturdy to provide clients with neighborhood search engine marketing outcomes this year. However, that variety is clearly down from 2017. In different phrases, greater CEOs are upbeat about capacity performance. Indeed, 93 percent of the marketers surveyed stated they may be “pretty positive” or “very optimistic” about the outlook for the search engine marketing enterprise universally.

The local marketing offerings most in demand from customers were:

Web layout.
On-website online optimization.
SEO audits and analysis.
GMB optimization.
Social media.
Reputation management.
Citation management.
Link building and content material outreach.
Content advent and optimization.

Asked about how they got new clients, practitioners responded that word of mouth became the primary source, followed by search engine marketing. Content marketing turned to number 3, and nearby enterprise corporations changed into the next, followed by PPC advertising, conferences, and Facebook. The latter dropped as a new enterprise supply from range three closing yr to quantity seven this 12 months.

Why do you have to care? Far from being lifeless, search engine marketing enterprise appears to be developing for the survey agencies. However, local SEO is a sub-segment that, for the instant, is ruled by using smaller firms and smaller bucks.

Many people within the industry treat local search engine marketing as a spot or see it merely as a problem for small commercial enterprises. However, the truth is the opposite; it’s something that each business or brand that sells through physical stores or service outlets has to be targeted.

You can see the entire outcome of the BrightLocal survey right here. See Marketing Land’s new virtual organization survey for large business enterprise tendencies for comparison and context.


I have been working in the field of SEO and content marketing since 2014. I have worked with over 500 clients and more than 100 websites. I started blogging in 2012 and have now made my first steps into the world of freelancing. In my spare time, I like to read, cook or listen to music.