This session was presented at the LSA’s Localogy event in Seattle on November 9, 2018.

1. The Local-Mobile SERP
How Local Ads Impact Vertical Strategies
for the Enterprise
IS HERE

2. Who is Moz?

3. Facts about Moz
Paying customers:
37,000+
Active community members:
600,000+
SEO toolbar installations:
500,000+

4. Facts about Moz
57%Domestic, US-based customers 43%International, non-US-based customers

5. LINK INDEX
Links (updated daily)29,000,000,000,000
RANKINGS
Keywords (updated weekly)22,500,000
KEYWORD RESEARCH
Keywords (updated weekly)500,000,000,000
Search Engine Results Pages
(updated every 2 weeks)
800,000,000
SITE CRAWL
Web pages (updated weekly)755,000,000
Moz Owns Industry Leading Data

6. Report: Mobile SERP Study
We recent conducted a study on local pack ads on mobile.
Key Findings
What insights did we find?
Local Implications
What does all this mean for local marketing & SEO?
What are we talking about today?
State of Search
Moz’s perspective on the State of Search

7. What is the state of local search?

8. Source: Internet Live Statistics, 2018
SEARCHES ARE PERFORMED
ON GOOGLE EVERY DAY
3.5 BILLION

9. 62.2% of clicks
Organic
90%
SEM
10%
SEO
2.8% of clicks
Google AdWords
35%
don’t click
Spend Clicks

10. Clicks
57.1%
don’t click
40.9% of clicks
Organic - SEO
2% of clicks
Google AdWords - SEM

11. Organic
drives
more clicks
than paid20x
Clicks on Paid
Results
Clicks on
Organic Results

12. Google properties
own just over
90%of all US searches
in 2018
Images
22.6%
62.6% 0.4%
0.5%
1.3%
1.4%
2.2%
2.3%
2.4%
4.3%
Where are we searching?

13. ALWAYS
AVAILABLE
What gyms are near me?
Quick, find me the
closest gas station!
Movie theaters nearby
SEARCH
SURROUNDS
US AND IS
The best storage units?
Where can I
order pizza?

14. Mobile SERP study from Moz

15. 11
100
110
Financial Advisors
KEYWORDS
US CITIES
CATEGORIES

16. Apparel
Automotive
Consumer Goods
Finance
Fitness
Hospitality
Insurance
Legal
Medical
Services (home)
Services (other)

17. What were the results of the mobile SERP
study?

18. Of the time, local pack
ads showed up.
(we expected 1% - 5%)
35%
Finding 1

19. Finding 2
Ads by
Category

20. > 90% Ad prevalence
Most Ads
”car insurance”
“auto glass shop”
”bankruptcy lawyer”
“storage”
“oil change”
“mattress sale”
“personal injury attorney”
90%
91%
91%
92%
95%
95%
96%
Finding 2

21. Ads Stay on Google
Finding 3

22. What does this all mean?

23. Takeaways from the study
Local pack ads
are here to
stay; bake that
reality into
your strategy
GMB
should be a
cornerstone of
your local
presence
plan
Track local
SERPs closely
and frequently
to understand
how they are
changing
1 2 3

24. People also ask…
For additional answers, contact: neilc@moz.com
Questions?

25. Thanks