South Carolina Local Search Field Study 2026

Methodology

On September 25, 2026, SC Marketing & AI captured one desktop Google result set for each of 20 commercial-intent South Carolina queries. The sample covered plumbing, HVAC repair, roofing contractors, electricians and dentists. We recorded the first three local-pack results when a pack appeared and the first 10 organic results.

Search-volume, CPC and advertiser-competition estimates came from DataForSEO keyword data for the United States. Review counts and ratings came from the local-pack elements returned in the captured result set. Page-type observations use the ranking URL, separating company homepages from non-homepage company URLs and third-party or community platforms.

Important: this is a cross-sectional field study, not a controlled ranking experiment and not a client performance claim. Results vary by location, device, personalization and time. Correlation does not establish that reviews, links or page type caused a position.

Query-by-query observations

The table publishes the inputs and observed counts behind the conclusions. “Not returned” is kept distinct from zero.

Finding 1: review strength and map visibility moved together, but not perfectly

Across 57 observed pack businesses, the median review count was 701 and the average rating was 4.85. Median reviews declined by observed position: 1,100 at position one, 701 at position two and 413 at position three.

However, position one had the largest review count in only 13 of 19 comparable packs. That 68.4% association is meaningful, but it also shows why “get the most reviews” is not a complete local ranking strategy.

Owner takeaway: create a steady, policy-compliant review process and respond thoughtfully, but also keep the business profile, services, categories, website destinations and real operating information aligned.

Finding 2: page one is an ecosystem, not just ten company websites

Across 200 organic observations, third-party or community sources held 75 positions (37.5%). Among the 125 company-owned results, 68 were homepages and 57 were non-homepage URLs.

Owner takeaway: the website remains essential, but discovery also happens through review sites, trade directories, social communities and editorial lists. Build accurate public information and earn legitimate mentions rather than treating every outside result as an enemy.

Finding 3: answer-oriented wording changed the search experience

We ran a second eight-query prompt sample. Four explanatory prompts triggered an AI Overview, while four “best company” prompts did not in the captured result set. All eight showed People Also Ask questions. Third-party or community domains occupied 34 of 80 organic positions (42.5%).

AEO/GEO takeaway: useful “how to choose” and “what to compare” resources can support answer visibility, while recommendation prompts still rely heavily on maps, directories, communities and business pages. Publish clear answers and strengthen the sources that corroborate the business.

Finding 4: authority varied enormously among visible businesses

An eight-domain authority sample ranged from 17 to 3,933 referring domains. The smallest measured profile still belonged to a business visible in the Greenville sample, while the largest belonged to a national franchise domain.

SEO takeaway: authority helps, but local relevance, reviews, page fit, brand strength and other signals can let a smaller domain compete. Earn relevant local and industry mentions; do not chase an arbitrary backlink count.

Paid-search implication: expensive clicks need better destinations

Across 19 queries with keyword metrics, median estimated CPC was $23.63, with a range of $8.52–$70.16. Advertiser competition was labeled high for 14 of 19 rows.

One desktop snapshot cannot measure total ad activity, and no paid-text result was captured in these specific snapshots. The auction estimates still show why campaigns need narrow targeting, relevant landing pages and tracked calls or forms before budgets expand.

Limitations and responsible interpretation

• One result capture per query is a snapshot, not a permanent ranking.
• The United States location setting and explicit city names improve consistency but do not reproduce every searcher’s exact coordinates.
• Review count, page type and referring domains are descriptive variables; this study does not isolate causation.
• Search-volume and CPC figures are estimates and can change.
• AI answers can vary between sessions and may change without notice.
• No business paid to be included, and the sample does not evaluate service quality.

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