Every day, billions of searches are conducted on Google and the company says roughly 20% are related to location. Consumers are turning to search engines to uncover information about nearby local businesses. Many consumers don’t have a specific business in mind when they start a search, so they’ve turned to the Internet for guidance.

New data from LSA shows that 63% of local search queries are made by people undecided on a provider or retailer. Additionally, following a search engine search, 58% made a contact, visit or purchase. Among those who made a purchase, 36% were new customers. While most local searches are started by undecided consumers, many of them end up deciding on a specific course of action following their research.

The impact of search engines on the purchase path is well documented and entire businesses have been built on helping businesses big and small improve their rank for related keywords. The figures above merely quantify this impact. However, many experts believe that growth in voice search technology will disrupt the local search landscape and local marketers need to get ready.

This data comes from Local Search Association’s 2017 Local Media Tracking Study. To access the graphic above, click here.