Search Engagements and Conversions for Most Enterprise Brands Recover Month-Over-Month in May

Data from over 170,000 GBP listings show continued gains in average searches and views for restaurants and retailers.

According to Rio SEO research, last month’s national search behavior revealed a significant recovery in local search traffic and conversion metrics, apart from trends seen in the multi-family vertical, compared to April 2022.

Seven out of eight verticals studied saw a collective increase in average business listing views, total clicks and clicks for directions month-over-month:

  • 4% average increase in average views
  • 6% average increase in average total clicks
  • 8% average increase in average clicks for directions

The hospitality industry had the largest recovery from April 2022—all three-conversion metrics tracked increased an average 8% from last month. According to CNBC, Americans are experiencing travel resiliency with large numbers expected to travel this summer. Hotels across the nation are close to maximum capacity and experienced the best recorded day ever, revenue wise, Memorial Day Weekend.

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“It’s encouraging to see most verticals rebound from earlier this year,” said Ryan Weber, director of client success, Rio SEO. “Summer plans and the desire for travel are evident. Additionally, leisure travel will not be the only avenue helping the economy rise, but group and business travel has started to increase as well.”

Rio SEO also reviewed year-over-year trends, seeing continued gains in average listing views and searches across most verticals. Service and financial businesses, healthcare brands, and retailers collectively saw an increase in average searches, listing views and clicks for directions.

  • 26% average increase in average views
  • 15% average increase in average searches
  • 11% average increase in average clicks for directions

U.S. retail and food service sales in May 2022 totaled 672.9 billion, making an 8.1% leap from May 2021 according to CNBC reporting. The mounting inflation is a concern for most consumers, however higher prices have led to increased sales for essential goods such as gasoline and convenience stores.

“This month we observed continued gains in average searches and views for restaurants and retailers, an ongoing trend we’ve seen over the past three months” added Weber. “Americans are continuing to stay resilient and support the economy during the rise of inflation. Spending outlook for the summer months is promising because of the high employment rate, desire to travel again, and past stimulus checks.”

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