Search Behavior Varies by Vertical and Geography

Near Media’s thesis is simple: to optimize local search investments, businesses need to understand how consumers in different industries search. The research shows that search behavior in industries like hotels, restaurants, and healthcare differs significantly, affecting how brands should approach SEO and local search optimization. For example, European consumers searching for hotels tend to rely heavily on aggregators like Booking.com, while those searching for healthcare providers focus more on reviews.

The distinction between pre-click behavior and post-click analytics is essential. While Google Analytics reveals what users do after clicking, Near Media focuses on understanding what influences their decision before they click, offering underexplored insights for agencies and brands.

The Methodology Behind the Research

Near Media typically recruits between 200 and 500 consumers per vertical study. These real users were observed as they performed searches on Google, providing insights into their behavior across desktops and mobile devices. The study captured their clicks, decisions, and thought processes to identify which elements of the search results had the greatest impact.

One intriguing case study involved the hotel vertical in Europe, where Near Media analyzed consumer interaction with Google’s search results. This was particularly relevant as Google responded to the Digital Markets Act (DMA) by introducing a new module that featured non-Google properties in an effort to prevent self-preferencing. 

Findings in the European Hotel Vertical

The research highlighted important trends:

• Google Still Self-Preferences: Despite the DMA’s attempt to regulate self-preferencing, Google’s own Hotel Finder still appeared in search results more frequently than Places Sites module..
• Low Engagement with Places Sites: Although Places Sites were displayed prominently, less than 2% of users clicked on these listings. Consumers overwhelmingly engaged with Google’s Hotel Finder or Google Maps to explore hotel options.

  This finding underscores the power of Google’s control over search behavior, even when regulatory actions are taken to level the playing field. You can dive deeper into the topic by reading on Google’s DMA Compliance here. 

The Power of Ads in Search Behavior

One unexpected discovery was the dominance of ads in the European hotel search process. Near Media found that 53% of mobile clicks in the hotel vertical were directed to ads—predominantly from Booking.com. This behavior meant that many consumers never reached Google’s Hotel Finder or the Places Sites module, reinforcing the importance of paid search strategies for hotels and multi-location brands.

How Consumers Engage with Google’s Hotel Finder

Another key insight involved how consumers interact with Google’s Hotel Finder. Near Media discovered that users preferred to engage with the map interface instead of the list-based search results. This suggests that ranking in traditional organic search results may be less crucial for hotels than creating a visually compelling presence within the map view. 

Consumers frequently used the Hotel Finder to disqualify options based on reviews or photos. This highlights the importance of managing online reviews and ensuring high-quality photos are available on Google Business Profiles and aggregator platforms.

Recommendations for Hotel Suppliers

Based on these findings, Near Media recommends several strategies for hotel suppliers:

1. Optimize Aggregator Listings: Most consumer engagement happens through aggregators like Booking.com. Ensure that your listings are up-to-date and visually compelling.
2. Invest in Visual Content: Photos are one of the top decision-making factors for consumers. Professional, high-quality photos across aggregators and Google Business Profiles can increase bookings.
3. Engage with Reviews: Consumers often disqualify hotels based on negative reviews. Responding thoughtfully to critical feedback can improve perceptions and prevent disqualification.
4. Leverage Paid Ads: Carousel ads and paid search campaigns are critical in driving consumer engagement, especially in competitive industries like hotels.

For a deeper dive into these findings, visit Near Media’s full research report on European hotel search behavior.

Search Behavior Across Other Verticals

Beyond the hotel industry, Near Media’s research shows that local search behavior varies greatly across different industries:

– Restaurants: Photos and menus are the top factors influencing choice. A well-maintained Google Business Profile is essential for attracting diners.

– Healthcare: Consumers focus heavily on reviews when choosing healthcare providers, but only a small percentage of users take the time to read them in detail. Star ratings and review volumes have the most significant impact.

Tailoring Your Local Search Strategy by Vertical

The key takeaway from Near Media’s research is that local search behavior is not one-size-fits-all. Whether you’re a hotel, restaurant, or healthcare provider, it’s critical to understand how your target audience interacts with search results. From ads and maps to Google Business Profiles, businesses must optimize their online presence to align with the specific behaviors of their customers.

For digital agencies and brands managing multiple locations, this research offers a valuable roadmap to refine their local search strategies. By tailoring tactics based on the unique behaviors of consumers in each vertical, businesses can enhance their visibility, attract more customers, and improve their ROI.

To stay updated with Near Media’s latest research, visit Near Media.co and subscribe to their newsletter.

 

First-Party Reviews: A Critical Tool for Your Business

First-party reviews are reviews that you collect and publish directly on your website or owned platforms, rather than relying on third-party platforms like Google, Yelp, or Facebook. While third-party reviews are often more visible, first-party reviews offer unique advantages that can significantly impact your business. Let’s explore why first-party reviews are such a valuable resource and how they can elevate your customer engagement and online presence:

Increased Frequency and Availability of Feedback

When you make it easy for customers to provide feedback directly on your website or app, you increase the likelihood of receiving more reviews—and faster. For example, by including a simple review form in post-purchase emails or on your service pages, you create a seamless process for customers to share their experiences. This accessibility encourages higher review volume, which means you can gather feedback at a quicker pace. In industries like eCommerce or hospitality, where speed and volume of feedback are critical, a streamlined system for collecting first-party reviews can lead to faster insights, helping you identify trends or issues before they escalate. A simple “How did we do?” email link or a feedback button on your site’s footer can make all the difference.

Higher Ratings and Recommendations From Real Customers

Asking for feedback directly from your customers has another key benefit: it can lead to higher overall satisfaction scores. Our own Maximizing Your Online Reputation research has shown that when businesses actively request reviews, customers often respond positively, and many are more inclined to leave higher ratings simply because they feel their opinion is valued. For example, when a legal firm uses automated review requests post-consultation, they may see higher ratings due to the convenience and timeliness of the ask. In addition, first-party reviews often provide detailed, actionable insights because customers feel more comfortable sharing constructive feedback directly with you. This can result in a higher Net Promoter Score (NPS) and increased customer loyalty—both of which are critical metrics for long-term business success. 

Sales through Social Proof Thanks to User Generated Content

First-party reviews also play a crucial role in boosting your sales through the power of social proof. By embedding recent, authentic reviews directly on your product or service pages, you create a powerful trust signal for new visitors. Imagine a construction company showcasing reviews from satisfied clients directly on their home page—prospective customers browsing the site are much more likely to trust the business when they see glowing testimonials from real people. Moreover, first-party reviews often appear more personal and detailed than third-party reviews, which can make them even more persuasive. For example, a detailed review from a homeowner about how a contractor exceeded expectations on a kitchen renovation can provide more depth and relevance than a short review on Google. 

In addition to building trust, first-party reviews can also improve SEO. Fresh, user-generated content (like reviews) can signal to search engines that your site is active and relevant, which can boost your rankings. Imagine an HVAC company that regularly publishes first-party reviews on its services page, creating keyword-rich content that naturally improves visibility for local search queries.

Better Control, Flexibility and Transparency on Both Side

Unlike third-party platforms where you have limited control over how reviews are displayed or managed, first-party reviews give you full control over the review process and presentation. You can moderate reviews, respond to them quickly, and add context when publishing them. For example, a SaaS company may choose to highlight reviews specific to certain product features or use cases on dedicated landing pages, making it easier for potential customers to find relevant information. This level of customization and control allows you to showcase the most relevant feedback in ways that third-party platforms simply can’t offer. However, let’s not confuse this flexibility with the dubious practice of review gating which is illegal in the United States and unethical everywhere else. 

By harnessing the power of first-party reviews, you’re not only collecting invaluable feedback but also creating a more engaging and trustworthy user experience for future customers. Whether you operate a digital agency that helps local businesses get found or manage a multi location franchise, integrating first-party reviews into your digital strategy can provide measurable results—from higher conversions to stronger customer loyalty.

Harnessing the Power of Google and Other Third-Party Review Sites

While first-party reviews are essential for building trust on your own platforms, third-party reviews are equally, if not more, important for boosting visibility and credibility across the web. Google reviews play a central role in determining how your business is ranked in search results, particularly in the highly visible Local Pack (the map section that appears in local searches). Regularly asking for and responding to reviews on Google is a proven way to improve both your online reputation and local SEO performance.

However, Google is far from the only third-party platform that matters when it comes to reviews. Depending on your industry, there are other influential review platforms that contribute to how easily potential customers find your business when they’re actively shopping for products or services. Let’s explore some key platforms and how they can impact your discoverability.

TripAdvisor: Crucial for Travel and Hospitality

If you’re in the hospitality, tourism, or entertainment industry, TripAdvisor is one of the most important review platforms to consider. For hotels, restaurants, tour operators, and attractions, having a well-maintained TripAdvisor profile is key to attracting tourists and travelers.

For instance, a hotel in a popular travel destination with numerous glowing TripAdvisor reviews is far more likely to be chosen by visitors planning their trip. These reviews are often one of the first things potential guests see when they search for accommodations online. TripAdvisor’s algorithm gives preference to businesses with more reviews, higher ratings, and recent feedback, so consistent engagement is critical for maintaining a competitive edge.

Facebook: A Social Search Engine for Local Businesses

Facebook, while primarily a social media platform, has become a powerful search engine for local businesses as well. Many people now search for businesses directly on Facebook, using it as a directory of sorts, especially for service-based industries like fitness centers, salons, and restaurants. The review and recommendation system on Facebook is straightforward, making it easy for users to leave feedback, and these reviews are visible to a broad network of people, thanks to Facebook’s sharing features.

A business with numerous high-rated reviews on Facebook can gain significant visibility not only from the reviews themselves but also from user engagement (likes, shares, and comments) that spreads the word to new audiences. Facebook also integrates with Google’s search algorithms, which means these reviews can help boost your SEO performance when potential customers search for your business through traditional search engines.

BBB (Better Business Bureau): Establishing Trust in Various Industries

The Better Business Bureau (BBB) is a long-standing platform for consumer feedback and business credibility, particularly for industries like financial services, real estate, and home improvement. A high BBB rating combined with positive reviews provides an extra layer of trust for consumers. It’s especially important for businesses dealing with high-value transactions or where trust is a significant factor, such as contractors, law firms, and car dealerships.

BBB listings, complete with reviews and ratings, often appear in search results when consumers are comparing companies. A well-maintained profile on the BBB website signals to potential customers that your business is trustworthy and reliable.

Industry-Specific Review Sites

In addition to general platforms like Google and Yelp, there are numerous industry-specific review platforms that play a critical role in how businesses are discovered online. Some examples include:

– Healthgrades and ZocDoc for healthcare professionals, including doctors, dentists, and physical therapists.

– Angi (formerly Angie’s List) for home services like contractors, electricians, and landscapers.

– Avvo for legal professionals and law firms.

– G2 and Capterra for SaaS and software reviews, commonly used by tech-savvy buyers.

Each of these platforms serves a specific audience actively searching for services in those industries. For example, a patient searching for a new doctor might rely heavily on Healthgrades reviews, or a business manager looking for project management software may turn to G2. If your business operates in one of these fields, ignoring these platforms could mean missing out on highly targeted, conversion-ready traffic.

How These Platforms Improve Findability

The key advantage of third-party reviews across these platforms is the increased visibility and credibility they provide. When potential customers search for your business or related services, they’ll often come across your profiles on multiple review sites. Each of these listings strengthens your online presence, contributing to more opportunities for people to find you when they’re actively shopping.

Additionally, third-party reviews are often aggregated and featured in Google’s Knowledge Panels, providing a snapshot of customer sentiment from various platforms. This multi-platform approach means that whether a customer starts their search on Google, Facebook, Yelp, or even a niche platform like TripAdvisor, your business will be visible and ready to make a great first impression.

The Power of Video in Local SEO

One of the most compelling points made was about the growing importance of video in local SEO. Businesses in various categories are still underusing video, especially on their Google Business Profiles. Here’s why video can be a game-changer:

– Increased Clicks and Engagement: Video content is a huge attention grabber. On Google Maps, for example, videos often autoplay as the second image when users scroll through business listings. This creates a natural draw for potential customers to click on your listing and stay on your profile longer.

– Improved Relevance Signals with Google Vision AI:  Google uses its AI technology to analyze the content of videos and images on your profile. This technology identifies objects, scenes, and even spoken words in your videos, giving Google more data about your business. For example, if a restaurant regularly posts videos of people dancing in their venue, Google may start associating the business with keywords like “dance floor,” even if the website doesn’t mention it. This can help you rank for unexpected search terms, giving you a broader reach.

– Conversion Boosting: Beyond rankings, video content can help you tell your story in a personal and convincing way. Imagine a business owner introducing themselves and explaining their services directly to customers through video—this human connection can be a powerful conversion tool. A simple, short video on your Google Business Profile can lead to more inquiries and bookings.

Don’t Sleep on Bing, Apple Maps, and Other Platforms

While Google is the dominant force in search and local SEO, platforms like Bing and Apple Maps still play a crucial role in helping businesses connect with customers, especially in certain demographics and regions. Ignoring these platforms could mean missing out on potential traffic and business opportunities. Here’s why you shouldn’t overlook them and how to maximize their potential for your business:

Bing: A Hidden Gem for Certain Audiences

Though Bing may not have the same market share as Google, it still commands a dedicated user base, particularly among older demographics, users of Microsoft devices, and even some business professionals. In fact, Bing powers searches on platforms like Yahoo and DuckDuckGo, expanding its reach beyond just its own search engine. For certain businesses—especially those serving an older or more traditional audience—Bing can contribute up to 10% of search traffic or more.

For example, if you run a senior care facility, financial services firm, or home improvement company, optimizing for Bing can give you access to a steady stream of high-intent traffic that may be overlooked by your competitors. Many Bing users tend to be loyal to the platform and may not actively use Google, making your Bing presence critical for discoverability in those circles.

Apple Maps: Key for iPhone and iPad Users

Apple Maps is the default mapping and navigation tool for iPhone, iPad, and Mac users, making it a crucial platform for location-based businesses. Millions of people rely on Apple Maps for directions, finding nearby businesses, and making purchasing decisions on the go. By optimizing your business listing on Apple Maps, you can capture attention from customers using iOS devices, which make up a significant portion of mobile traffic.

For example, a restaurant or retail store that’s accurately listed and optimized on Apple Maps can become more discoverable to iPhone users searching for nearby places to eat or shop. With Apple’s commitment to privacy and user experience, Apple Maps has become a reliable platform for customers looking for trustworthy local businesses, making your presence here essential.

Claim and Optimize Listings Across All Platforms

To maximize your visibility, it’s crucial to claim your business listings not only on Google but also on Bing and Apple Maps. Each of these platforms offers tools to customize your listing with important details like your address, phone number, business hours, photos, and customer reviews.

Filling out every field is key to ensuring your business shows up in relevant searches. For instance, a law firm or accounting practice that includes detailed services, certifications, and office hours on Bing’s local business pages is more likely to appear in front of potential clients searching for those specific offerings.

The more complete your listing, the more relevant and appealing your business will appear to both search engines and users. Optimizing your listing also boosts trust, as customers are more likely to engage with businesses that provide comprehensive and up-to-date information.

Set and Forget—But Only for Some Platforms

Unlike your Google Business Profile, which requires regular updates (such as uploading fresh photos, answering Q&A, and engaging with reviews), profiles on Bing and Apple Maps typically don’t need as much active management. Once you’ve claimed and fully optimized these listings, you can generally “set and forget” them, periodically checking to ensure the information remains accurate. This saves time while still ensuring you’re covered across key platforms.

For example, a boutique that updates its Google Business Profile monthly with seasonal promotions and customer photos can maintain a more static presence on Bing and Apple Maps without risking visibility. However, neglecting Google would be detrimental, as it’s the platform that demands the most engagement to keep up with competitors in local search.

Niche Platforms: An Added Boost

In addition to Bing and Apple Maps, there are also niche platforms depending on your industry that can offer extra visibility. For instance, Yelp may still be valuable for certain service-oriented businesses, and platforms like Waze or Foursquare can be useful for location-based businesses that cater to travelers or commuters. If you’re in the hospitality or tourism industry, optimizing for TripAdvisor could be a key driver of traffic. These platforms may not deliver the volume of Google, but they can still capture the attention of high-intent users who prefer or rely on those services.

While Google remains the king of local search, neglecting other platforms like Bing and Apple Maps can result in missed opportunities, especially with certain demographics. By claiming and optimizing your listings across these platforms, you’re ensuring that your business is accessible to a wider audience, including those who may not be using Google at all. Whether your customers are using Bing on their Windows desktop, or Apple Maps on their iPhone, having a consistent presence across these platforms is an easy way to capture more local traffic without needing the same constant attention that Google requires.

Don’t Delay: Now is The Time to Take Control of Your Local SEO Destiny

The discussion made one thing abundantly clear—whether you’re focusing on reviews, video content, or optimizing across multiple platforms, businesses today have a wealth of opportunities to improve local SEO and engage customers more effectively. The key is to take action now. Delaying these efforts means missing out on potential visibility, leads, and conversions in a highly competitive local search landscape. Here’s a step-by-step guide to get started and take charge of your Local SEO:

Set Up Systems to Collect and Display First-Party Reviews

First-party reviews are invaluable for your online presence, and setting up a streamlined process to gather them should be a top priority. Platforms like GatherUp’s reputation management platform make it easy to collect these reviews directly from your customers and display them prominently on your website. This creates a continuous flow of fresh, authentic content that enhances trust and improves SEO performance. If you’re in industries like hospitality, healthcare, or legal services, where trust and transparency are paramount, first-party reviews give you full control over how your customer feedback is presented.

Regularly Ask for and Respond to Google Reviews

Google reviews remain the cornerstone of local SEO. Regularly requesting reviews from customers—both new and existing—is essential for keeping your online presence current and relevant. GatherUp’s listening and reputation coaching tools make this process easier by helping you monitor and manage reviews, ensuring you never miss an opportunity to engage with feedback, even if it’s from older reviews. Responding to reviews shows potential customers that you’re proactive, attentive, and invested in providing excellent service. Businesses that excel at this can often rank higher in local search results and win more customers as a result.

Invest in Short, Engaging Videos for Your Google Business Profile

Video content is no longer a “nice-to-have”—it’s a “must-have” for businesses looking to stand out in local search. Google prioritizes video content on business profiles, and it’s an effective way to capture attention and communicate your unique value to potential customers. Whether it’s a quick introduction to your services or a behind-the-scenes look at your business, short videos can make a lasting impact. Videos not only improve your visibility but also help convert viewers into customers by telling your story in a way that text and images simply can’t. 

Claim and Optimize Listings on Bing, Apple Maps, and Other Platforms

While Google commands the lion’s share of search traffic, don’t forget about other platforms like Bing, Apple Maps, and even niche options like Nextdoor or Waze. These platforms may not deliver the same volume of traffic, but they still play an important role in how your business is found by different audiences. Claiming and optimizing your listings on these platforms helps you reach a broader spectrum of potential customers, especially those who may not use Google as their primary search engine. Even a 10% boost in traffic from platforms like Bing could be the difference between steady business and a packed schedule.

Leverage Platforms Like BBB and Facebook to Build Trust

Platforms like the Better Business Bureau (BBB) and Facebook offer more than just visibility—they provide crucial trust signals that both customers and search engines look for. A BBB listing, for example, can help establish credibility, especially in industries where reputation matters most, like legal services, home improvement, and financial consulting. On Facebook, user engagement with your business page—through reviews, likes, and shares—can help increase visibility and foster a sense of community around your brand. When Google sees consistent activity on trusted platforms, it strengthens your overall SEO strategy and improves your chances of ranking higher in local searches.

Take Action Today and Drive Long-Term Success

By leveraging these strategies, you’re not only positioning your business for better local SEO rankings but also building stronger, more meaningful relationships with your customers. When your business shows up where customers are looking—whether on Google, Bing, Apple Maps, or Facebook—you increase your chances of being discovered and trusted. This comprehensive approach ensures you’re not just playing the SEO game, but leading it.

So, don’t delay—start taking control of your local SEO destiny today. Set up systems, engage with customers, and optimize your digital presence across platforms. The results will be evident in higher rankings, stronger customer loyalty, and ultimately, more business.