Why Local Searchers Look to the Local Finder
On average, 26% of desktop and 36% of mobile users clicked into the Local Finder at least once during their search journeys.
The conventional SEO wisdom is that only the top positions in Google results matter and that users don't really scroll or click around very much below the fold. That thinking extends to the Local Pack. However, we've observed a more complex set of user behaviors in our consumer research for multi-location brand audits.
We were somewhat surprised to find that users frequently and very consciously explored the depths of the Local Finder ("More Places"). Over the past six months or so, we've analyzed the behaviors of more than 700 searchers in multiple verticals to understand what motivated their choices and where they look for answers when performing local searches.
Behaviors vary quite a bit depending on the vertical and device being used.