New research reveals that local business websites hold more weight than Google My Business listings when it comes to consumer trust.
A comparison report by BrightLocal examines how consumers use GMB listings, local business websites, and business directories to find information.
Here are some key findings from the report.
## Google My Business vs. Business Websites
### Search behavior
When asked which types of local businesses they search for on Google, consumers responded:
– Restaurants and Cafés (56%)
– Grocery stores (37%)
– Clothing stores (34%)
– Hotels and B&Bs (34%)
– Medical practices and healthcare (28%)
### Consumer expectations
When asked which source is expected to have the most accurate and up-to-date contact information, consumers responded:
– 56% expect local businesses’ websites to be most accurate.
– 32% believe Google My Business has the most accurate information.
– 12% trust directories to have the most up-to-date information.
### Commonly used GMB features
When asked which features of Google My Business they have used, the top responses were:
– Checked opening hours
– Found directions
– Read reviews
– Visited the business’s website
– Looked at photos of a business
– Booked a hotel room
– Viewed a business’s Popular Times
– Booked a table in a restaurant
– Called a business using the ‘Call’ button
– Left a review
### Checking websites before visiting a local business
When asked how often consumers check local business websites before using a business, the responses were:
– 22% of consumers check websites every time they are deciding on a local business.
– 76% look at local business websites at least half of the time.
– Only 8% of consumers never look at websites when choosing a business.
### Biggest website errors
When asked what would make consumers less likely to use a local business after visiting its websites, the top responses were:
– Out-of-date contact information
– Poorly written content and typos
– Out-of-date pricing information
– Lack of prices
– Difficult to find in search results
Data in this study is based on responses from an independent panel of 500 US-based consumers.
