It’s like “Why is the sky blue?”, but harder to answer.
Lately, people have been searching “McDonald’s” more than “Taco Bell” — but “Taco Bell near me” more than “McDonald’s near me.”
Who’s really on top?
Taco Bell wins on “near me” searches, so…
- It sees more explicit intent to visit. Search a brand name, and you could just be looking for news. Add “near me” to that search term, and you want to go there.
- It’s edging out McDonald’s on high-value searches. “Near me” keywords have a higher cost-per-click than brand name ones, Ahrefs reports.
McDonald’s wins brand name search, so…
- It's getting the highest overall search volume. McDonald’s is getting more combined brand name and “near me” searches.
- It couldddd be winning on intent to visit. “Near me” doesn’t have a monopoly on intent. Searchers often expect to get local results automatically, especially on mobile, Google reports.
In a way, everyone’s winning! 😎