2021年本地搜索报告-28页_1015kb

Local Search Industry Survey 2021 Summary

Core Content

The Local Search Industry Survey 2021 provides an overview of the current state and future expectations of the local marketing and SEO industry. It covers various aspects such as salary trends, job satisfaction, business revenue, working hours, employment size, hiring plans, career mobility, freelance intentions, professional experience, knowledge levels, services offered, client expectations, billing methods, average rates, client spending, client lifespan, understanding of Google My Business, client acquisition channels, and the impact of the Covid-19 pandemic on local marketing businesses.

Main Points

1. Salary Trends and Satisfaction

• Average local marketing salaries vary significantly by country.
• Marketers report mixed levels of satisfaction with their salaries, with some being extremely satisfied and others not at all satisfied.

2. Business Revenue and Client Management

• The annual revenue of local marketing agencies and freelancers is highlighted, indicating varying business sizes and financial performance.
• The average monthly amount paid per client is reported, showing differences in pricing models across regions.
• The number of clients per agency and per respondent is compared, reflecting business scale and workload.

3. Workload and Career Trends

• The average hours spent on local marketing/SEO each week is documented, highlighting the intensity of the work.
• A significant portion of local marketers are planning to freelance or looking for new jobs, indicating a shift in career preferences and business models.

4. Client Relationships and Retention

• The average lifespan of a local SEO client is noted, showing how long businesses typically maintain relationships with local marketers.
• Marketers and businesses have different perceptions of the most valuable services for local marketing success, with some services being more highly rated by one group than the other.

5. Knowledge and Skills

• Marketers rate their level of local SEO knowledge, revealing varying expertise levels.
• The most common services offered by local marketers include SEO, content creation, social media management, and local advertising.

6. Client Understanding and Channels

• There is a change in clients' understanding of Google My Business over the past year, with some businesses showing increased awareness and engagement.
• The most valuable channels for attracting new clients are identified, including referrals, social media, and local directories.

7. Impact of the Pandemic

• The effect of the Covid-19 pandemic on local marketing businesses is assessed, with some businesses reporting increased demand for online services and others facing challenges due to reduced in-person interactions.

Key Information

• Salary Variations: Salaries for local marketing professionals differ by country, with the USA, UK, and Canada being highlighted.
• Job Mobility: A notable number of local marketers are either already employed in new roles or planning to move jobs, suggesting a dynamic job market.
• Freelancing Trends: Many local marketers are considering freelancing as a future option, indicating a move towards more flexible work arrangements.
• Client Retention: The average lifespan of a local SEO client is a key metric for understanding client loyalty and business sustainability.
• Client Understanding: There is an increased awareness of Google My Business among local business clients, which may influence marketing strategies.
• Pricing and Billing: The average hourly rate and monthly payment per client are important for understanding the financial landscape of the industry.
• CMS Usage: The most commonly used CMS by local businesses is noted, which can affect how marketers approach content management and optimization.

Conclusion

The 2021 Local Search Industry Survey underscores the evolving nature of the local marketing and SEO landscape. It highlights trends in salary, job satisfaction, and career mobility, as well as the impact of the pandemic and the changing expectations of clients. The data provides valuable insights for both local marketers and businesses looking to optimize their local marketing strategies and understand market dynamics.