Google Search Not Enough: Consumers Scatter After Initial Local Search

Google Search is often the starting point for consumers looking for local businesses. However, a new report from BrightLocal reveals that only 19% of US consumers return to Google for additional searches after their first search.

This drop-off occurs because most local searches involve multiple channels. In fact, 75% of US consumers use multiple platforms in a single local search journey, moving between social media (30%), AI tools (23%), and review sites (19%).

The study also found that nearly 90% of consumers in the US, UK, France, and Germany cross-check search results across multiple platforms.