New figures released by comScore Networks reveal that two in every five searches conducted in the United States during July were local in nature. Google and Yahoo! are locked into a head-to-head race for the largest share of local search volume, with Google leading by a 0.6% margin in July.

Overall, around 849 million local searches were performed by 109 million Americans – that means that 63% of the U.S. Internet population used online search to find local information, products or services. This represents a 43% increase in local searching compared to the same month last year (for the purpose of their research, comScore Networks defines “local search” as “searches conducted by consumers on the local or directory (Yellow Pages) sections of leading search sites, and other searches identified as having local intent”).

Google and Yahoo! both held a share of just under 30% of local searches, Microsoft was in third place with 12% and Time Warner Networks in fourth place with 7% of total local searches.

Source: comScore Networks

Local search activity also results in consumers taking action: According to the comScore study, 37% of local searchers made contact with local merchants online, 41% made contact offline and 47% visited a local merchant as a result of a local search during the second quarter of 2006.

Jack Flanagan, executive vice president of comScore Media Metrix, explained: “Local search is experiencing strong growth as more consumers adapt to the ‘always on’ nature of their broadband connection, which enables them to quickly find information on local businesses. With approximately 849 million local searches conducted by Americans in July, local advertisers have a sizable market that can be reached through leading search sites.”

Do you need to increase your local search presence? Find out how ineedhits can set up a local pay-per-click campaign for you with our pay-per-click management service Easy PPC. Find out more about Easy PPC or contact us for a free consultation!

Related posts:

• ineedhits and Hitwise Form Strategic Alliance to Bring World-Class Search Marketing Tools to Small Businesses
• Search Engine Technology:: Altering the Mindset
• Search Engine Rumour: iTunes + Google = iGoogleTunes?
• ineedhits Offers Money Back Guaranteed Google and Yahoo! Inclusion
• Ineedhits.com to Offer WhatUSeek’s Directory Submission Services