‘A study of Google Analytics for local businesses finds that their websites attract an average of 414 monthly users, with 50% of traffic coming from organic search a month.’
Analytics company BrightLocal analyzed Google Analytics data from over 11,000 websites to determine benchmarks for local business websites across different industries.
Rewind: On July 1993 rapper Ice Cube released his 3rd solo album since leaving groundbreaking group NWA , with Track 3 heavily utilizing radio fans favorite beat by Grandmaster Flash LP named “The Message”, titled “Check Yo Self (The Message Remix)” with Cube extending the Grandmasters hit to:
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: Check Yo Self, Before You Wreck Ya Self…
Essentially Cube's intention here with “check yourself, don’t wreck yourself” is take a step back and reconsider your actions before you get yourself in trouble.
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Moreover, if you don't know the measurement, let alone the benchmark, I'm intentionally going to break school and use bold, pull-quote, italics underlined typeset to emphasise here with ‘you really don't know anything’ and if your marketer isn't telling you this, reconsider.
The numbers:
‘ On the lower end of the spectrum — 13% of local businesses receive fewer than 100 visitors to their sites each month, while 55% receive fewer than 500.
On the higher end, 20% of businesses receive more than 1500 monthly visitors to their site, and 15% receive over 2500 visitors.’
“Websites for businesses focusing on cleaning, marketing, and alternative therapies receive the lowest number of visitors each month. This could be attributed to a lower volume of need (more people will be looking for a bar than a cleaner on a regular basis!), with many businesses receiving low volumes of users, and the most successful bringing up the average from the other end.”
Continuing;
“At the other end of the scale, marketing businesses receive just 29% of traffic from organic sources. While this may seem shocking at first glance, it’s likely to be because marketers are more familiar with the other channels, and have higher usage of these — thus pushing down the proportion allocated to organic.”
Other interesting insights:
The average local business’s website receives 2.17 pages per session.
Mobile-only visitors visit an average of just 1.88 pages per session.
54% of websites don’t have goals set up in Google Analytics.
Local businesses receive an average of 1,099 page views per month. — No One’s home
The average session on a local business’s website is 96 seconds.
The average bounce rate for local businesses is 60.23%.
Websites in the marketing industry have the highest bounce rate.
Most SMBS I work with are well above these avgs, however, some aren't, but I also see smaller sites convert more than 1 million page views a month does, so it's perspective and relationship that matters most and the understanding and measurement of this.
I think this study is by and large a relieving sign to business owners that the hard work they do is on par or better than these numbers, for the others its quite alarming how far you are away, from a good day.….
Sources
https://www.brightlocal.com/research/google-analytics-for-local-businesses-study/
https://perthsnews.com.au/over-50-of-local-business-websites-receive-less-than-500-visits-per-month/
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