Small Business Demand Trends Increase in 2022

A new report from Semrush reveals that searches related to small business, especially “starting” a small business, are on the rise.

The report details the business categories and specific search queries that are trending and offers insight into what areas of marketing businesses are investing in.

The data in the report is based on keyword and search volume data collected by Semrush.

After analyzing organic search traffic growth trends over time, Semrush shares which small business categories are doing better online.

Here are some key highlights from the report.

Search trends around starting a business

Looking at search volume for various searches that indicate intent to open a business, the report found:

  • In the past four years, the number of “open business” searches has increased by 21%.
  • The majority of “open business” searches occur in January and March.
  • From 2018 to 2022, searches for anything related to starting a small business increased by 76%.

The most popular small business categories

While the general interest in starting a small business is growing, the volume of demand shows that aspiring business owners want to open boutiques:

  • Almost a fifth of all future entrepreneurs want to open a boutique.
  • starting a business on Etsy seems attractive to almost a fifth of all searchers.
  • Vending machines seem to be gaining the most popularity, as the category ranked second among the most in-demand small businesses.

Analyzing demand trends by region, the report finds:

  • The triad “Etsy, cleaning, boutique” is present – in whole or in part – in the top 3 of every state.
  • In exactly half of the states, coffee shops are also in the top 3 most searched for small business categories.
  • Prospectors in Montana and Vermont are also looking at delivery services as a potential venture.

Top searches related to “small business”.

Half of all top searches related to small business are related to financing.

Here are the most popular queries, sorted by average monthly searches:

  1. Small business loans
  2. Small Business Grants
  3. Small Business Administration
  4. Small Business Ideas
  5. How to start a small business

Small business marketing related searches

Keyword statistics show that small business owners are trying to capture all the upcoming trends:

  • Searches for digital marketing services increased by 1500% (especially fast during the pandemic).
  • Interest in creating short videos for small businesses has grown by 420%.
  • 600% more people searched for free text message marketing in 2022 than in 2018.

Categories of small business sites with the highest traffic growth

The report found that the average traffic growth for small businesses across the area was 2,900%.

Semrush states:

“This means that over the past 4 years, most of the websites on our client list have been able to grow their visitor base.”

Top 10 categories of small business sites by high-ranking organic keyword share

The report examines which categories of small business sites have the highest share of high-ranking organic keywords.

Here are the categories listed in order, followed by the average number of organic keywords for which the domain ranked in the top 10

  1. Publishing house: 45,581
  2. Online media: 10,116
  3. Veterinary: 9,379
  4. Entertainment: 6,627
  5. User Services: 3,518
  6. Consumer goods: 3339
  7. Building materials: 2957
  8. Music: 2,593
  9. Human Resources: 2145
  10. Food and drinks: 1839

What is interesting to note here is how the top 10 high ranking keyword categories do not match the fastest growing site categories by traffic. Semrush suggests that this may mean that ranking for a large number of keywords may not directly lead to traffic growth.


Featured Image: Monkey Business Images/Shutterstock

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