THE SEARCH LEDGER · SALT LAKE CITY EDITION · FRIDAY, JULY 24, 2026
Every month, Salt Lake City types 218,250 searches looking for a local business, and advertisers pay $1.21M chasing them. Somebody gets found. Somebody doesn't. This is the weekly ledger of who, at what price, and what's still up for grabs — refreshed every Friday.
Salt Lake City searches 1,656,790 times a month in total. The other 1,438,540 go to brands and places — the airport, the hospitals, the universities — which no local business can win. Those 83 brands are tracked separately.
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Before anyone wins a customer, the customer has to ask. Here is what Salt Lake City asked Google for last month.
searches a month across the 75 keyword families where a local business can actually be chosen. That's roughly 7,000 people a day looking for something — or someone — in Salt Lake City, with nobody in mind yet.
Each square is 1% of monthly search volume.
THE IMBALANCE
Food & Dining is 18% of the demand but only 28% of the tracked listings. A food & dining business here gets 55 searches per tracked competitor. Shopping gets about 55.
| Food & Dining | ~55 |
| Travel & Transit | ~55 |
| Attractions | ~55 |
| Entertainment | ~55 |
| Shopping | ~55 |
Search interest by month, 0–100 per vertical. The pink outline marks each vertical's peak — the month the phones ring.
| VERTICAL | JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEP | OCT | NOV | DEC |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Home Services | 86 | 74 | 72 | 76 | 63 | 60 | 59 | 41 | 44 | 58 | 83 | 100 |
| Legal | 69 | 57 | 75 | 51 | 41 | 38 | 93 | 60 | 100 | 52 | 25 | 33 |
| Health & Wellness | 100 | 88 | 93 | 74 | 65 | 66 | 73 | 75 | 81 | 87 | 83 | 84 |
| Real Estate | 96 | 84 | 95 | 96 | 85 | 85 | 100 | 83 | 83 | 84 | 82 | 79 |
| Food & Dining | 94 | 94 | 84 | 80 | 77 | 74 | 99 | 100 | 95 | 98 | 89 | 94 |
| Hotels & Lodging | 82 | 100 | 96 | 96 | 79 | 64 | 79 | 85 | 85 | 82 | 70 | 85 |
| Attractions | 59 | 61 | 90 | 72 | 93 | 89 | 100 | 87 | 76 | 78 | 62 | 74 |
| Shopping | 58 | 57 | 70 | 58 | 68 | 68 | 71 | 73 | 58 | 58 | 58 | 100 |
| Entertainment | 87 | 70 | 91 | 67 | 31 | 66 | 24 | 26 | 33 | 100 | 100 | 93 |
| Travel & Transit | 82 | 82 | 100 | 82 | 100 | 100 | 83 | 82 | 82 | 82 | 67 | 82 |
| Places & Neighborhoods | 72 | 76 | 93 | 78 | 88 | 99 | 100 | 99 | 83 | 83 | 74 | 74 |
Breakout searches, recent weeks.
Attention in this city has a spot price, and Google publishes it: the cost per ad click. Here's what a customer's attention trades for in Salt Lake City.
"CAR ACCIDENT LAWYER SALT LAKE CITY" · COST OF ONE AD CLICK
One click. Not a customer — a click. That's what a single visit from this search trades for in Salt Lake City right now.
All 219 tracked keywords by cost per click, log scale. Amber gets deeper as the click gets pricier.
Every tracked keyword, priced. These are live market rates — the same numbers we manage against daily as a Google Ads Partner.
bar length = CPC, linear scale · amber deepens with price · ad value = searches × CPC · Δ FRI = change since last Friday's pull
Half the people who click leave in seconds. The businesses bidding know that — and keep bidding. Here's the math that makes a $156 click rational, using legal industry benchmarks.
Call and close rates are vertical benchmarks, not promises. But the principle sets every price on the board: a click costs what the customer behind it is worth. Bounce rate is priced in.
ONE CUSTOMER FUNDS
How many clicks a single customer's revenue buys back, at that keyword's CPC. Customer values are industry benchmarks.
Same market, different economies. This is why "is $X a click expensive?" has no answer without knowing what a customer is worth to you.
Monthly ad-equivalent value of all clicks in each vertical — what you'd pay Google to buy the demand you could rank for.
Ranking organically doesn't pay that bill — it makes it someone else's.
High demand and open gaps put Salt Lake City near the top of the markets we track. Translation: the door is open — and the rent on staying outside keeps going up.
A market this valuable doesn't sit unclaimed. Here's who holds Salt Lake City's front page, who's climbing, who's slipping — and where the seats are still empty.
of Salt Lake City's tracked page-one results belong to national directories — www.justia.com, attorneys.superlawyers.com, www.yelp.com — companies with no Salt Lake City address. Their share is large. It is also beatable: Google prefers a good local answer when one exists.
Who currently leads the top 6 fights worth having. Leader = top organic result; OPEN RACE = no map pack on the page.
OPEN SEATS
4 of the 12 keywords we track on page one show no map pack at all. An open seat is an invitation. Claim your business profile before someone else RSVPs.
Share of 12 tracked keywords showing each SERP feature.
The map pack appears on 67% of these searches — for most local queries, the map is page one.
Of 1101 tracked businesses, 95% are independents — this is a local-owner's market.
ANATOMY OF A #1
Blue Best
Top-rated of 95 tracked Hvac
None of this is magic. It's 22.6× the category's median review count. The playbook is public.
Of the 1,101 businesses we track in Salt Lake City's map results, 104 have no website at all — 9% of the field, showing up on reputation alone.
BUSINESSES RANKING WITHOUT A SITE
The most-reviewed of them has 2,347 reviews and a 3.1 rating. If they are beating you, it is not because of their website.
Search demand doesn't come from nowhere. It comes from people, their paychecks, their rents, and their broadband. The economics underneath explain the market above.
Composite of 1 operating-cost factors vs. national benchmarks — costs here run above the national average across the board.
Everything else we track about living and working here — one line each, open what you need.
Air quality tracked from EPA monitors.
In the news: "Local startup secures major funding round - Salt Lake City" (Salt Lake City Local News). Event weekends measurably lift "restaurants near" and "parking" searches around the venues.
The 83 brands, institutions and landmarks this metro looks up by name — 1,438,540 searches a month. No local business can win these. They are what the city is.
| 1 | salt lake city international airport | 246K | |
| 2 | delta center | 61K | |
| 3 | university of utah | 61K | |
| 4 | temple square | 50K | |
| 5 | city creek center | 50K | |
| 6 | snowbird | 41K | |
| 7 | natural history museum of utah | 33K | |
| 8 | antelope island | 33K | |
| 9 | red iguana slc | 33K | |
| 10 | hogle zoo | 27K |
4 numbers, one conclusion: the demand is real, the price of ignoring it compounds, and the leaderboard is not settled. The only question the ledger can't answer is whether you're on it.
STEP 1 · TWO MINUTES
Run the free 47-point audit against your site. Five issues free, all 47 after signup. No credit card.
Scan your site freeSTEP 2 · IF YOU'RE ON THE MAP
4 contested keywords have no map pack at all. If your business profile is unclaimed, you're forfeiting by default.
Claim your businessSTEP 3 · EVERY FRIDAY
The ledger reprints Friday 6am — movers, price changes, and open seats, in your inbox before your competitors read it.