How do people really do local search? We looked at auto insurance in the USA, and found some surprising things about local SEO that folks in every industry should know.
Here at STAT, we spend a lot of time thinking about local SEO. And we’ve been wondering how people search for products and services that are essentially local, but that aren’t necessarily tied to brick-and-mortar locations.
We really wanted to know:
- How do people search for services if they don’t need to actually visit a physical location?
- Do people include geographical terms in their queries, or do they rely on Google to geo-locate them?
- What kind of geographical terms do people use, and in what combinations?
- Most importantly, are there nuances in local SEO performance that can help us build better strategies?
When we didn’t find what we wanted to know out there in SEO world, we decided to do some research of our own. The result is our first industry case study, where we look at local SEO performance in the auto insurance industry using GEICO.com as our test case.
“We uncovered some valuable insights, including overlooked local markets where GEICO would be much easier to challenge.”
Why auto insurance? Because it’s an industry that offers localized products and services but isn’t dependent on brick-and-mortar locations.
Why GEICO.com? Because it just made sense to focus on a brand that is already dominant in the industry.
We uncovered some valuable insights, including overlooked local markets where GEICO would be much easier to challenge. Take a look for yourself.
The best part? You can do this analysis for any industry. All you need is a data partner to equip you with fresh, high-volume, local ranking data. (Hint: That’s what we do. Request a demo if you want to see how.)
Want the full data set? Drop us a line.
