--- title: "Local SEO Data Studies, Page 2 | Suff Digital" url: https://www.suffdigital.com/resources/data-studies/local-seo?page=2 description: "Page 2 of Suff Digital's 46 original Local SEO studies, each with its data source, method and sample size." lang: en --- Resources: https://www.suffdigital.com/resources Guides: https://www.suffdigital.com/resources/guides News: https://www.suffdigital.com/resources/news Data Studies: https://www.suffdigital.com/resources/data-studies Data Studies # Local SEO Data Studies, Page 2 Research on the map pack, Google Business Profiles and reviews. These studies measure what local businesses do on Google and what the ones that rank have in common: review counts, ratings and reply rates, profile completeness, categories and distance from the searcher. The data comes mainly from Google Business Profiles and the Google reviews on them, plus Google Maps results and Google search results for local searches, with Tripadvisor listings for restaurant comparisons. Use them to see which local signals are worth your time in your industry and city. 46 studies · page 2 of 2 · Need help acting on them? See our local SEO services (https://www.suffdigital.com/seo/local-seo-services). 41 Local SEO ### The Average Google Review Is 41 Words Long, Up From 30 in 2021: https://www.suffdigital.com/resources/data-studies/google-review-length-over-time Google reviews posted in the last 12 months average 41 words, up from 30 in 2021, and the share of reviews with no text at all has fallen from one in three to under one in five. One-star reviews are the longest, at 88.5 words. Sep 24, 2026 34.5% Local SEO ### 34.5% of One-Star Google Reviews Mention Price vs 13.1% of Five-Star Reviews: https://www.suffdigital.com/resources/data-studies/one-star-google-reviews-price-complaints Price is the most common complaint in one-star Google reviews: 34.5% mention price or cost, against 13.1% of five-star reviews. Waiting (19.6%) and rude staff (18.4%) follow, and one-star reviews of moving companies mention price almost half the time. Sep 24, 2026 30.2% Local SEO ### "Friendly" Appears in 11% of Five-Star Google Reviews vs 30.2% for "Recommend": https://www.suffdigital.com/resources/data-studies/words-in-five-star-google-reviews Happy customers praise trust more than warmth: 30.2% of five-star Google reviews use the word "recommend" and 20.6% say "professional", while 11% say "friendly". In five-star reviews of roofers, 44.1% say "recommend". Sep 24, 2026 70.5% Local SEO ### 70.5% of Restaurants Rate Lower on Tripadvisor Than on Google: https://www.suffdigital.com/resources/data-studies/tripadvisor-vs-google-restaurant-ratings 70.5% of restaurants listed on both Tripadvisor and Google have a lower rating on Tripadvisor. The same restaurants average 4.41 stars there against 4.52 on Google, and 43.2% reach 4.5 stars on Tripadvisor against 73.7% on Google. Sep 24, 2026 58.1% Local SEO ### Most Plumbers Have Fewer Than 20 Google Reviews: 58.1% of Business Profiles: https://www.suffdigital.com/resources/data-studies/plumbers-google-reviews-study 58.1% of plumber Google Business Profiles have fewer than 20 reviews, and 57.9% of plumbing businesses never replied to any of their 20 newest reviews, five points above the average of 18 local business categories. Sep 24, 2026 45% Local SEO ### 45% of One-Star Google Reviews of HVAC Companies Mention Price: https://www.suffdigital.com/resources/data-studies/hvac-companies-google-reviews-study 45% of one-star Google reviews of HVAC companies mention price or cost. HVAC companies keep tidier Google Business Profiles than most local businesses, but 52.2% have fewer than 20 reviews and they reply to 27.6% of negative reviews, against 53% of five-star ones. Sep 24, 2026 9 Local SEO ### The Median Roofer Has 9 Google Reviews vs 27 Across Local Businesses: https://www.suffdigital.com/resources/data-studies/roofers-google-reviews-study The median US roofer has 9 Google reviews, a third of the median of 27 across 18 local business categories, and 60.7% of roofers have fewer than 20. Roofers reply to reviews more than most businesses, but 45.5% still never replied to any of their recent ones. Sep 24, 2026 77.5% Local SEO ### 77.5% of Electricians Have Fewer Than 20 Google Reviews vs 58.2% of Local Businesses: https://www.suffdigital.com/resources/data-studies/electricians-google-reviews-study 77.5% of electrician Google Business Profiles have fewer than 20 reviews, the second-highest rate of 18 local business categories, and the median electrician has 4. 64.8% of electricians never replied to any of their recent Google reviews. Sep 24, 2026 55.2% Local SEO ### 55.2% of Dentist Google Business Profiles Are Unclaimed vs a 29.2% Average: https://www.suffdigital.com/resources/data-studies/dentists-google-reviews-study 55.2% of dentist Google Business Profiles are unclaimed, meaning no one at the practice controls the listing, against a 29.2% average across 18 local business categories. Claimed dentist profiles have a median of 61 reviews; unclaimed ones have none. Sep 24, 2026 76.2% Local SEO ### 76.2% of Law Firms Never Reply to Their Google Reviews vs a 52.8% Average: https://www.suffdigital.com/resources/data-studies/lawyers-google-reviews-study 76.2% of US law firms never replied to any of their 20 newest Google reviews, the highest rate of 18 local business categories, against a 52.8% average. Law firms reply to 16.2% of negative reviews, and 77.4% have fewer than 20 Google reviews. Sep 24, 2026 28.8% Local SEO ### 28.8% of Restaurants Rate Below 4 Stars on Google vs 13.8% of Local Businesses: https://www.suffdigital.com/resources/data-studies/restaurants-google-reviews-study 28.8% of US restaurants are rated below 4 stars on Google, about twice the 13.8% average across 18 local business categories, even though the median restaurant has 214 Google reviews. 50.3% of restaurants never replied to any of their recent reviews. Sep 24, 2026 49.9% Local SEO ### 49.9% of Auto Repair Shops Have No Website on Their Google Profile vs a 35.1% Average: https://www.suffdigital.com/resources/data-studies/auto-repair-shops-google-reviews-study 49.9% of US auto repair shop Google Business Profiles link no website, against a 35.1% average across 18 local business categories, the widest gap of any profile field. Shops in Google's top three map results link one 76.2% of the time. Sep 24, 2026 30.7% Local SEO ### Hair Salons Reply to 30.7% of Their Google Reviews vs a 40.5% Average: https://www.suffdigital.com/resources/data-studies/hair-salons-google-reviews-study Hair salons reply to 30.7% of their Google reviews, 16th of 18 local business categories, against a 40.5% average, even though their customers rate them highly: an average of 4.69 stars, with 4.8% of salons below 4 stars. Sep 24, 2026 44.1% Local SEO ### Gyms Answer 44.1% of Their Negative Google Reviews vs a 30.8% Local Business Average: https://www.suffdigital.com/resources/data-studies/gyms-google-reviews-study Gyms reply to 44.1% of their one- and two-star Google reviews, against a 30.8% average across 18 local business categories, the highest rate of the 18. They also have deeper review profiles: 41.1% of gym Google Business Profiles have fewer than 20 reviews, against a 58.2% average. Sep 24, 2026 48.7% Local SEO ### 48.7% of Veterinary Practices Have 100 or More Google Reviews vs 20% of Local Businesses: https://www.suffdigital.com/resources/data-studies/veterinarians-google-reviews-study 48.7% of veterinary practice Google Business Profiles have 100 or more reviews, more than twice the 20% average across 18 local business categories, and the median practice has 86 reviews. Price drives the complaints: 40.5% of one-star vet reviews mention cost. Sep 24, 2026 81.1% Local SEO ### 81.1% of Real Estate Agents Have Fewer Than 20 Google Reviews vs 58.2% of Local Businesses: https://www.suffdigital.com/resources/data-studies/real-estate-agents-google-reviews-study 81.1% of real estate agent Google Business Profiles have fewer than 20 reviews, the highest share of 18 local business categories, and the median agent has 2 reviews. Yet the agents Google shows first in Maps have a median of 21, a bar most agents could reach. Sep 24, 2026 77% Local SEO ### 77% of Landscapers Have Fewer Than 20 Google Reviews vs 58.2% of Local Businesses: https://www.suffdigital.com/resources/data-studies/landscapers-google-reviews-study 77% of landscaper Google Business Profiles have fewer than 20 reviews, against a 58.2% average across 18 local business categories, and 64.7% of landscaping businesses never replied to any of their 20 newest reviews. Sep 24, 2026 46.7% Local SEO ### 46.7% of Chiropractors Haven't Claimed Their Google Listing vs 29.2% of Local Businesses: https://www.suffdigital.com/resources/data-studies/chiropractors-google-reviews-study 46.7% of chiropractor Google Business Profiles are unclaimed, against a 29.2% average across 18 local business categories, and claimed chiropractors have a median of 22 Google reviews against 1 for unclaimed ones. Sep 24, 2026 58.4% Local SEO ### Pest Control Companies Reply to 58.4% of Google Reviews vs 40.5% for Local Businesses: https://www.suffdigital.com/resources/data-studies/pest-control-companies-google-reviews-study Pest control companies reply to 58.4% of their Google reviews, against a 40.5% average across 18 local business categories, and 36.5% never replied to any recent review, the lowest share of the 18. Only 5.5% of pest control listings are unclaimed. Sep 24, 2026 47.5% Local SEO ### 47.5% of One-Star Moving Company Reviews on Google Complain About Price: https://www.suffdigital.com/resources/data-studies/movers-google-reviews-study 47.5% of English-language one-star Google reviews of moving companies mention price or cost, against 18.3% that mention rude or unprofessional staff. Movers answer their reviews more than most local businesses, but 17.3% of moving companies sit below 4 stars. Sep 24, 2026 60.8% Local SEO ### Cleaning Services Reply to 60.8% of Google Reviews, the Most of 18 Local Business Types: https://www.suffdigital.com/resources/data-studies/cleaning-services-google-reviews-study Cleaning services reply to 60.8% of their Google reviews, the highest rate of 18 local business categories and well above the 40.5% average. Their weak spot is volume: 72.1% have fewer than 20 reviews. Sep 24, 2026 21.7% Local SEO ### 21.7% of Daycares Are Rated Below 4 Stars on Google vs 13.8% of Local Businesses: https://www.suffdigital.com/resources/data-studies/daycares-google-reviews-study 21.7% of rated daycare Google Business Profiles sit below 4 stars, against a 13.8% average across 18 local business categories, and 60% of daycares never replied to any of their 20 newest reviews. Parents' one-star reviews focus on staff more than on price. Sep 24, 2026 Make Search Your Best Channel ## Stop guessing. Start growing. Get a tailored growth plan for your site, backed by a senior team with 20+ years shipping results. Get Your Free Proposal (https://www.suffdigital.com/get-a-proposal) ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites into predictable revenue engines, SEO, paid media, content, CRO, and web design built around revenue, not vanity metrics.", "slogan": "Digital marketing built for what's next.", "email": "hello@suffdigital.com", "telephone": "+1-629-236-0099", "foundingDate": "2022", "founder": { "@type": "Person", "name": "Matt Suffoletto", "jobTitle": "Founder & CEO" }, "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-629-236-0099", "email": "hello@suffdigital.com", "contactType": "sales", "areaServed": "US", "availableLanguage": [ "en" ] } ], "address": { "@type": "PostalAddress", "addressLocality": "Nashville", "addressRegion": "TN", "postalCode": "37219", "addressCountry": "US" }, "areaServed": { "@type": "Country", "name": "United States" }, "sameAs": [ "https://www.linkedin.com/company/suff-digital/", "https://www.instagram.com/suffdigital/", "https://www.youtube.com/@suffdigitalmarketing", "https://www.tiktok.com/@suffdigital" ], "knowsAbout": [ "Search Engine Optimization", "Pay-Per-Click Advertising", "Paid Social Advertising", "Conversion Rate Optimization", "Web Design", "Digital PR", "Link Building", "Website Migration", "Website Maintenance and Support", "Technical SEO", "Local SEO", "AI Search Optimization" ], "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Suff Digital Services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Search Engine Optimization (SEO)", "url": "https://www.suffdigital.com/" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Pay-Per-Click (PPC) Advertising", "url": "https://www.suffdigital.com/services/ppc" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Advertising", "url": "https://www.suffdigital.com/services/paid-social" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Conversion Rate Optimization (CRO)", "url": "https://www.suffdigital.com/services/cro" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Web Design", "url": "https://www.suffdigital.com/services/web-design" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Digital PR & Link Building", "url": "https://www.suffdigital.com/services/digital-pr" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Migration", "url": "https://www.suffdigital.com/services/website-migration" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Maintenance & Support", "url": "https://www.suffdigital.com/services/website-maintenance" } } ] } }, { "@type": "WebSite", "@id": "https://www.suffdigital.com/#website", "url": "https://www.suffdigital.com/", "name": "Suff Digital", "inLanguage": "en-US", "publisher": { "@id": "https://www.suffdigital.com/#organization" } } ] }, { "@context": "https://schema.org", "@graph": [ { "@type": "CollectionPage", "@id": "https://www.suffdigital.com/resources/data-studies/local-seo?page=2#webpage", "url": "https://www.suffdigital.com/resources/data-studies/local-seo?page=2", "name": "Local SEO Data Studies, Page 2", "isPartOf": { "@id": "https://www.suffdigital.com/#website" }, "breadcrumb": { "@id": "https://www.suffdigital.com/resources/data-studies/local-seo?page=2#breadcrumb" } }, { "@type": "BreadcrumbList", "@id": "https://www.suffdigital.com/resources/data-studies/local-seo?page=2#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.suffdigital.com/" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://www.suffdigital.com/resources" }, { "@type": "ListItem", "position": 3, "name": "Data Studies", "item": "https://www.suffdigital.com/resources/data-studies" }, { "@type": "ListItem", "position": 4, "name": "Local SEO", "item": "https://www.suffdigital.com/resources/data-studies/local-seo" } ] } ] } ] ```