This month, we analyzed the local search trends of Google My Business accounts in more than 200,000 US business locations, and the results showed that compared with February, search interest in various industries has increased significantly. Although there are certainly some seasonal factors at play, the greater trend of vaccination and economic recovery is driving the strong results you see below. In this blog post, we will delve into the local consumer search behavior trends proposed in March.
Nowadays, more and more places (whether indoor or outdoor) can provide face-to-face dining, so the indicators of sit-down restaurants are growing. With the exception of phone calls, every indicator of local search interest in fast-service restaurants has grown, as consumers are more willing to meet again in local communities.
The increase in retail searches, views, clicks, and conversion metrics may be due to spring break shopping and the relaxation of COVID-19 restrictions on in-store shopping. We expect the increase in local economic stimulus funds will also promote the recovery of the retail industry.
Now, let’s take a closer look at our Monthly. This is what is happening in each of the verticals studied:
In March, interest in business services rose significantly. The industry has achieved some of the biggest growth in all indicators, especially the number of website clicks increased by 30% compared to the previous month.
Consumers are obviously interacting with and interacting with business services, which requires accurate and up-to-date business information in local lists.
The decline in search interest in February was reversed, because March brought revenue for every local search metric. As some people begin to feel financial pressure, financial service consumers are searching, viewing and taking action.
Part of the reason is that the unemployment rate has fallen 6% in March 2021 Starting from a high of 17.3% in April 2020.
It is worth noting that financial services include the mortgage sector. We expect housing market conditions (high demand, low interest rates, high sales turnover, low inventory, etc.) will also drive growth here. The suspension of mortgage foreclosures and the extension of rental evictions (and a new plan under discussion that makes it possible for borrowers to extend the loan modification period to 40 years) undoubtedly provide support for the market. The reduction in the probability of default (otherwise it may trigger a market adjustment) has also contributed to demand.
Sit down at the restaurant
As we expected last month Updates on local consumer search behavior trends, The sit-down restaurant industry finally sees much-needed improvement in all local marketing metrics.
Of all the vertical industries we monitor, this industry has been hit hardest. Many companies have had to completely change their business models to include out-of-store dining, take-out drinks and food, paperless menu options, and more ways to make up for lost sales.
Fast Food Restaurant
Quick service restaurants have also been severely affected throughout the COVID-19 pandemic. Entering the new year, the impact of forced closures and weak interest in restaurant dining continues.
However, in March, the indicators of fast food restaurants recovered substantially, and our customers achieved double-digit growth in almost all indicators.
In March, interest in the hotel industry rose for the third consecutive month. As more and more people get fully vaccinated, this may increase their comfort in travelling and staying in hotels again.
Hotels have also benefited from the spring break, and travel demand has generally increased due to vaccinations and a reduction in COVID cases.
After a difficult start in January and February this year, the retail industry saw a sharp rise in every indicator in March. The continued popularity of social commerce, influencer marketing, online shopping and same-day delivery trends may have contributed to these positive numbers.
Compared with previous months, the monthly increase in website traffic has also increased, which may indicate that consumers are looking for more in-depth information about store status, pick-up options and products.
Healthcare indicators continue to receive attention, with double-digit surges in each indicator. These increases may be due to the COVID-19 vaccine becoming more accessible in some states, and searchers are seeking other information about where they can obtain the vaccine.
With the increase in COVID vaccination, those who postpone regular physical examinations or elective procedures may also return to physician offices, hospitals and clinics in person.
Check out more local search trends by industry in the past few months: