6 Key Findings From The 2011 Local SEO Industry Survey

6 Key Findings From The 2011 Local SEO Industry Survey

If you ask any local SEO what the nature of our industry is like, you’ll get a range of answers from ‘exciting‘ & ‘high-growth’ to ‘ever changing’, ‘full of opportunity’ and ‘challenging’.

The local online advertising market has seen strong growth over the last few years and this positive trend is expected to continue. Research group BIA/Kelsey forecasts that local online ad revenues will double between 2010 and 2015 to US$45 billion (US market only).

While SEO is distinctly different from online advertising, the objective for clients is the same. National and local businesses need to reach local consumers and the Internet has taken over from traditional local media as the primary channel for reaching their critical local markets.

So on paper, the future for the local SEO market appears positive. But what is life ‘on the ground’ like for local SEO providers up and down the country and across the world? The 2011 Local SEO Industry Survey sets out to answer this question.

2011 Local SEO Industry Survey Findings

The survey (conducted by BrightLocal.com) polled over 1,150 local SEOs* on a range of topics covering annual turnover, services and  prices, growth predictions and which SEO tasks they enjoy or dislike the most. The survey is ongoing, but the initial responses have been processed and the following charts and analysis are the output.

These charts represent the key findings of the survey. Full survey findings can be viewed on the BrightLocal research portal. Read on for some key insights for local SEOs based on the data collected thus far.

1.  Client turnover: 31% of SEOs turned over less than $30,000 in the last 12 months

Client turnover volumes vary significantly between the different types of SEOs.

• 31% of SEOs turned-over less than $30,000 last year with this figure rising to 51% among Freelance SEOs.

Unsurprisingly, it was National Agencies which claimed the highest turnover with 33% earning in excess of $500,000. However, just 4% of Local Agencies were in this earnings bracket.

2.  Clients: Local SEOs handled more clients this year than last year

The survey found that business is booming for SEOs with the quantity of clients being handled per SEO increasing across the board year on year.

• 50% of SEOs claim to have between 2-10 clients – up 14% year on year
• The number of SEOs with over 20 clients has grown 10% in the last 12 months

3.  Growing Competition: 31% of respondents are new to SEO in the last 12 months

One of the most interesting and controversial findings from the research is the number of SEOs who are new to the SEO industry.

• 31% of respondents were not practicing SEOs (with active clients) 12 months ago:

Key Insight: While it’s exciting that the local SEO industry is growing rapidly and attracting new talent, the influx of new SEO providers is a cause for some concern.

The SEO industry already suffers from a negative reputation caused by poor service being dished out by too many inexperienced and underqualified SEO providers.

The entry barriers to joining the local SEO industry are virtually nil – a cheap website, an online Google Places training seminar and a friend’s business to practice on. At least that is the pitch that many wannabe SEOs are sold on. This quick-fix career opportunity often results in below-par performance for clients which tarnishes the reputation of the local SEO industry as a whole.

4.  New Business: 46% of local SEOs claim that they do not actively seek new clients

It appears that new business is not hard to come by for local SEOs.

• 46% of local SEOs claim that they do not actively seek new clients.

For those SEOs who do actively engage in lead generation (inbound or outbound) the results are very promising.

• More than 50% of all SEOs claim to have a 70-100% success rate in converting leads to customers.

5.  Future Growth: 82% of local SEOs expect to grow their business in next 12 months

Confidence is not short among local SEOs with the majority believing that the next 12 months will result in greater revenue and them taking on more employees.

• 82% believe that they will definitely grow their business in 2011/2012
• 78% expect to increase the size of their team

Key Insight: A major contributing factor to this growth is the appreciation among local business owners of the value of good online visibility. Local businesses can no longer ignore the Internet and many are investing in the opportunity because they hear about or see their competitors doing it. It’s no longer first-mover opportunism that drives the market but the fear of being left behind.

This is evident in the following chart which shows that 64% of local SEOs claim that it is easier/much easier to convince potential clients of the benefits of SEO.

6.  Pricing: most SEOs charge between $100-$250 for Google Places optimization

When it comes to pricing their services, the survey found that the mean price* (i.e. the price which most SEOs charge) for a full Local SEO campaign is $500-$1,000, while the mean price for just Google Places optimization is between $100-$250.

Key Insight: Given the potential sales value that a well optimized Google Places profile can generate, this price point is very low. The squeeze on prices is (most-likely) a result of:

• a competitive marketplace with many local SEO providers competing for business
• the limited budgets that a typical local business has to spend on marketing

This pricing level is a concern for the long term prospects of many local SEO providers as it restricts earning and investment potential. With turnover levels as low as they are can SEOs afford to invest in themselves (i.e. training) and new technologies?

SEOs need to find new services which increase the value of their offering and develop more efficient working practices which allow them to make more profit per client. Without these advances, the life for a typical local SEO will remain a struggle.

Other Findings

The survey also explores attitudes towards Social Media and its effectiveness for local businesses. It also asks SEOs to list the typical daily SEO activities they tackle and which they like/dislike the most.

• Link Building & Directory submissions were considered the most tedious and boring tasks that SEOs undertake
• The majority of SEOs wish they had more time for new business development and personal self-marketing (e.g. blog writing, conference attendance, twitter)

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5 reasons people hate your website - iMediaConnection.com (5)

5 reasons people hate your website - iMediaConnection.com

Reason 5

You're not dependableIn August 2010, Firefox held 45.8 percent of the browser market, followed closely by Internet Explorer with 30.7 percent, Chrome with 17 percent, Safari with 3.5 percent, and Opera with 2.3 percent. If you aren't testing the design and functionality of your site across multiple browsers, you're losing business.

The same rule applies for screen resolution. While 76 percent of users are now browsing the web on a machine that has a resolution higher than 1024x768, pay close attention to the content that user might not be seeing if they're browsing at a lower resolution.

How dependable is your web hosting service? Does it provide advanced features and truly support your website? If your host isn't aiding your professional image, it's definitely time to look for a new provider -- one that will ensure your needs and encourage your company's growth. What two characteristics should you look for in a web hosting company? Security (virus-free systems) and reputation (current and past clients). An inconsistent web host can make any website appear faulty.

As you can see, designing a successful website is very much like dating; they both can seem stressful and challenging. However, they can both be equally as exciting -- both websites and dates involve learning processes, as well as new opportunities and realizations of who you and your audience really are. A successful website is certainly a balancing act. It requires the balance of form and function, as well as your objectives and users expectations.

Just like dating expectations, realizing the necessities for a well-rounded site can definitely seem overwhelming. Relax, and don't become intimidated. The initial step for ensuring your site is a winner is to take a step back and look in the mirror (your site). Make sure you critique every angle of your site and be sure to ask yourself valid questions. Are you satisfied with your presence? Is information clearly displayed? Are you having trouble navigating and finding paths to conversions? If you aren't impressed with you site, then you can bet visitors aren't either. And remember -- disappointing websites and dates often don't receive second chances.

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5 reasons people hate your website - iMediaConnection.com (4)

5 reasons people hate your website - iMediaConnection.com

Reason 4

You're too closed off 

Have trouble opening up and explaining who you really are? It sounds simple, but it's absolutely vital. If people have trouble finding the essentials on your site, they're bound to dump it for one that meets their standards and provides what they're looking for. Ditch the industry jargon and wordy explanations of what your business does and cut to the chase. And again, remember who you're designing your website for. Consider what it is that they're hoping to find first. Then, frame the design of your website around your prospects desired action paths.

GlobalMarineInsurance.com demonstrates how to strategically display information on a website. Visitors are on a website for a reason -- in the case of GlobalMarineInsurance.com, to purchase boater insurance. This site provides the insurance options immediately (1), and then displays the company's history and mission (2) as secondary information.

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5 reasons people hate your website - iMediaConnection.com (3)

5 reasons people hate your website - iMediaConnection.com

Reason 3

You're socially inept 

No one wants to date someone who is socially awkward or appears to be a loner. Letting your social status shine on your website will increase your chances of building more than just your social circle. It will increase your opportunities for business growth as well. It's not about "going social" because everyone's doing it -- it's about being where your clients and prospects are. So be sure to prominently link to your social properties from your site if you'd like to cash in on the channel that is changing the way the world communicates.


Enabling your site for the Open Graph platform, most commonly linked to Facebook, is also a definite must. Why? It could magnify your share of voice by a factor of 10 with just one click of the "like" button. And, it's been estimated that on average, one Facebook fan is worth more than $135 to a brand.

OnleeBowden.com is a prime example of how to incorporate social networks within a website. Midway down the page, the site displays tabs for news, a company blog, Twitter, and Facebook. The social networks are also repeated and centered at the bottom of the page.

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5 reasons people hate your website - iMediaConnection.com (2)

5 reasons people hate your website - iMediaConnection.com

Reason 2

You're just looks 

After the initial attraction, looks alone won't get you to the next round -- nor will they bring you new business. To turn a visitor into a prospect, you need to create a truly beautiful web experience that pays as much attention to the perceived credibility of your site as it does to the usability and function of your design. According to a 2010 study conducted by Equation Research for Gomez, the rate of users permanently abandoning a website after the first bad experience is as high as 17 percent. What factors make for a beautiful web experience? Page length, navigation, and structure -- to name a few.Pages that require users to scroll more than two screen lengths are asking for a considerable amount of engagement. So if it's a must for your site, make sure that you're paying close attention to the structure of those pages. Is there a logical order to the content being displayed that will encourage the visitor to scroll? Are you balancing an appropriate amount of white space and imagery with text so that the page doesn't seem overwhelming? Navigation also plays a crucial role. Remember that your website should be designed for your users. Be sure your site carries them logically and intuitively through the information on your site that they're there to find.

CherryBayOrchards.com is aesthetically pleasing and still manages to deliver vital information on the homepage. It provides easy-to-read tabs (1) for further information on products, company history, current news, and more. A search field (2) is displayed appropriately in the upper right-hand corner for the convenience of visitors. An accessible checkout button (3) is positioned below the search field. A second call to action, a "Buy Now" button (4), is located near the center of the page. And the site integrates social networking (5).

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5 reasons people hate your website - iMediaConnection.com (1)

5 reasons people hate your website - iMediaConnection.com

Bad first dates; reason 1

Surely you've experienced the nightmare first date. Whether boring, obnoxious, or creepy, it's uncomfortable, unsatisfying, and sends you running for the door. It's a torture that sticks with you long after the waiter brings the check.

Is your website sending out the same unfortunate vibes?

If it is, it's costing your business the coveted, often lucrative, second date. And when it comes to your website, social ineptitude and a disheveled appearance curb your chances of earning a second date as quickly as bad breath and dress shoes without socks.

No, you don't have to worry about your site having bad breath, but let it be known that people can still find that your site stinks. What will have people labeling it as repulsive? What accounts for people never taking another look at your site again? Here are five faulty qualities that are sure to slaughter your site's first impression and cause definite abandonment.

You're not put together 

It is one thing to be a reputable and wise company blessed with many years of success. However, it's quite another to have a site that looks old, washed up, and like it was designed and launched in 1997. No matter the product, service, or content displayed, if it looks dated, you can bet users will take one look and walk (click) away. Research shows that site visitors will judge the credibility of your website within .05 seconds, which means the time you have to make a fitting first impression is akin to speed dating -- and equally as critical to your chance at a second round.

So how do you know if a face-lift is a must? Check your measurements. Your average number of page views, average time spent on site, and task completion rate, that is. What's needed to look sophisticated and innovative? A harmonious design. Your site needs to be balanced appropriately, ensuring content, white space, and images complement one another to create perfect equilibrium and cater to the expectations of your audience. Make sure the look and feel of your site is inviting, trustworthy, and current, and your prospects will be seeing you as the complete package in no time.

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Seeking new value in search marketing - iMediaConnection.com (2)

Seeking new value in search marketing - iMediaConnection.com

Beyond search

For search to continue to evolve and thrive, it will ultimately need to move beyond this most basic and utilitarian of functions and perhaps incorporate some aspects of the other forms of content discovery, which would create more opportunities for marketers to leverage search in more creative ways.

For example, recommendation engines have long been successful for Amazon and other companies. Simple and software-based, they derive their success from tapping into the consistency and curiosity that underpins human behavior. The same is increasingly true of referrals.

Social networks like Facebook and information networks like Twitter have also become de facto search networks. We see links to content posted by those in our networks and determine -- on the basis of how we view that individual and what they typically post -- whether or not we will allocate time to checking it out. Think about how that behavior applies to your own networks and you'll see what I mean.

This type of behavior is all about leveraging known filters to discover content and it is very much at the serendipitous end of the spectrum of how we navigate and locate content across the web; a spectrum with directed search at one end and pure serendipity at the other. This spectrum is something that is currently dominated by directed search in terms of sheer volume, but over time this is likely to shift, as things like recommendations, referrals, sharing, and the rest continue to grow. Marketers will need to develop strategies that make them just as strong in these emerging areas as they are in search today -- perhaps more so as we discover more about the relative value of each.

Finally, the other aspect of this double-edged sword represented by the proliferation of content and the means by which we encounter it relates to the number of platforms now available to us. Thinking of screens alone, there is seldom a time when we do not have access to the web and a means to find content -- either by design or by circumstance -- that is of interest to us.

Mobile devices are particularly important in this regard, and whether through conventional search channels or through apps that aid us in the task of the moment (think Yelp!), our ability to find content has become untethered and relates as much to the context of where we are and what we're doing at the moment as it does to the channel we choose to do it through.

Even television -- the most primitive of the screens available to us -- allows for a basic level of search with regard to programming. The most interesting aspect of TV in this regard is its potential. Over the next few years TV is set to become much more like the web and the range of content and functions available to viewers will expand considerably. At that time it will be interesting to see how the TV business -- which by any measure is the 800lb gorilla of the media world -- adapts to and exploits the world of content discovery and the huge audiences it already has access to.

A world without search?

Finally, in order to think about how you might approach the development of your systematic use of those "other" means of finding content (recommendations, referrals, sharing, networks, serendipity etc.), indulge in a little creative scenario planning.

Imagine for a moment that search engines didn't exist -- rather as if you were coming out of an ice age and the dominant dinosaurs had been killed off. How would you set about developing a systematic approach to leveraging all those other opportunities available to you? How would you have to change the nature of your communications to be successful? Or would you back off from digital altogether?

If you don't think you got time to do this then you will probably never work out how to get value from what are inherently valuable and growing trends in the digital landscape.

• Mike Bloxham
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