Ahead of Cyber Monday, and a potential spike in web-based queries, a new study by BrightLocal has found that organic search accounts for around 50% of all local business website traffic.
While content marketing and other organic methods drive a large portion of clicks to corporate hubs, local businesses are only attracting around 414 users to their websites, on average, every single month.
The study, based on data from 11,000 websites, found that local enterprises with a “lower volume of need” in industries such as cleaning, or alternative therapies, struggle to make any impact at all, and receive the lowest number of visitors per month.
In contrast, real estate, medical and education websites see a comparatively large share of traffic and a high proportion of organic returns.
A few other interesting findings include the fact that mobile-only visitors take in fewer than two pages on average during a single session.
The average across all channels is 2.17 pages per session.
Local businesses also see just shy of 1,100-page views on webpages during a month, and the average session lasts just over a minute and a half.
Google Analytics can help local enterprises to gain a better understanding of customer journeys and key metrics, but the majority (54%) don’t have any goals set up in the web analytics service.
Local businesses that are looking to attract customers to their websites during the Black Friday weekend, as well as the run-up to Christmas, may have to consider leveraging engaging content to keep visitors around as the average bounce rate currently stands at 60.23%.
