Ice cream’s local leaders: Who’s on top? [Semrush Study]

When the sun is beating down, it’s hard to resist reaching for your phone and searching for "ice cream near me." But what exactly influences the results you see on the screen? And what does it take for an ice-cream shop to reach the top of the local pack?

In this study, we examine the factors behind ice cream shop rankings and local strategies for success. Plus, we reveal how to use Semrush and Semrush Local to improve local marketing strategies and identify growth opportunities. Because even though national ice cream brands have a competitive edge, local businesses can still rise to the top. Let's find out how.

America’s search for ice cream heats up

First, we pulled Semrush data on the number of US searches for “ice cream” and related terms (“ice cream near me,” “ice cream shop…”)

We expected to find search surges during the summer months (as you can see from the peaks in the graph below). This emphasizes the importance of planning for seasonality with a long-term SEO strategy. But we couldn’t have predicted the huge 100%+ increase in national searches for ice cream in 2024.

This skyrocketing interest might be explained by the increased reliance on smartphones for local information. A Think With Google study revealed a 400% YoY increase in “open now near me” searches between 2019/2020 and 2020/2021.

Or perhaps the sudden uptick is simply thanks to the boost in the number of available ice cream shops. According to one successful ice cream man, success in the industry means opening multiple locations in the same area. "In order to run the operation like we want, you need a bunch of stores," Van Leeuwen CEO Ben Van Leeuwen told Axios. “Ice cream shops don't make as much revenue as a full-service restaurant, so you need a bunch of them to support management and distribution.”

Regardless of the reason for the nation’s refreshed obsession with ice cream, average search volumes are soaring. As you might expect, generic terms like “ice cream” have the highest number of searches. But if we delve deeper, we find people are also searching for specific flavors.

"Ice cream near me" has the highest average search volume at more than 4.5 million. That’s a huge growth trend of 135% from June 2021 to 2024. This could indicate an increasing preference for convenience and proximity (or simply a rise in local search use). "Ice cream shop" saw a massive 308% increase, suggesting more consumers are searching for places to buy ice cream, not just the product itself.

These macro-national keywords are worth studying for global players with locations all over the US. But local ice cream shops must pay attention to long-tail keywords, which are typically more likely to convert.

For example, "gelato" and "high protein ice cream" are gaining popularity, with a 72% and 158% increase respectively. They could be good niches to build new ice-cream businesses around. However, "keto ice cream" and "mochi ice cream" have seen significant declines, with drops of 59% and 62%. Businesses focusing on these products may need to diversify or innovate to maintain relevance.

An effective local marketing strategy starts with keyword research. Search behavior patterns are not the same at a country and city level, or even street to street. In fact, some cities have completely different ideas about which ice cream is #1.

Capital creameries: A hot spot for cold treats

Washington, DC is experiencing an ice cream boom far greater than other major US cities.

"DC is the best new market we've ever opened," Van Leeuwen said. “There's affluence, growth, and foot traffic—it's what drives sales.”

Semrush data backs up the ice cream boss’s penchant for the capital. Searches for “ice cream near me” in Washington, DC have exploded by 365% from 2021 to 2024, and “ice cream shop” by 209%. That’s around twice as much as Chicago and Los Angeles and almost three times as much as New York!

The data also reveals huge differences in local tastes, super valuable to understand for ice cream entrepreneurs. For example, before opening an LA store, it pays to know that frozen yogurt is more popular than gelato. But the downward trend in the once-popular treat might be a warning against long-term investment. Or consider the 261% increase in searches for “high protein ice cream” in New York City. Should brands be targeting customers that are more health-conscious?

For ice cream businesses, this data should serve as an eyeopener to the importance of picking the right place to set up shop. It might be the war cry of the real estate agent, but location, location, location is the key to ice cream success too.

Using Map Rank Tracker to whip up more business

When going up against larger brands, local ice cream shops need to do everything they can to stand out in their community. That’s why using tools like Semrush’s Map Rank Tracker should play a key role in your local marketing strategy. The tool monitors location rankings on Google Maps and helps business owners understand their visibility in the Local Pack.

By way of demonstration, we singled out three popular areas: Georgetown, The White House, and the US Capitol. Assuming the average person will walk 15-20 minutes to get ice cream, our Map Rank Tracker focus areas look like this: 

Presidential order: Ever wondered what White House staff see when they search for local ice cream? What about the 20,000-strong student body at Georgetown University? Semrush Local provides the city-level insights you need to optimize your local marketing strategy and seize opportunities.

First, we looked at which businesses ranked #1 on Google Maps for "ice cream" across three target areas in July 2024. Searches on Google Maps typically have a transactional intent, not informational. For example, looking up "ice cream" in Google Search might get results for definitions, history, recipes, and online shopping. But on Google Maps we only see local places to buy.

We created the below image based on Map Rank Tracker data for the target locations. While this view isn't available in the tool, in the interest of simplicity, each pin represents businesses ranked #1.

An ice cream shop known for its premium offerings claimed the most #1 spots across our target areas. A popular artisanal brand wasn’t far behind, along with another well-loved local spot. However, this isn't the whole story of which ice cream shop is excelling at local search marketing strategy…

Next, we looked into places that rank #1 and #1-3 in all three target areas for a wider range of “ice cream” keywords. Then, we broke it down to see the percentage of local, national, and global brands.

Local shops have the most success at reaching the #1 and #1-3 positions, with around 40% share of voice. This suggests the extensive resources of large brands don’t necessarily make them a shoo-in for local search success. In fact, for more specific keywords, global brands aren’t even on the playing field. For “vegan ice cream,” only national and local shops rank well, with national brands edging out local shops with 59% share of voice.

And in one unique finding, almost all (99.72%) of the top-ranking shops for “gelato” are local.

Analyzing positions #1-3 across all three areas revealed a wider variety of businesses ranking for generic “ice cream” keywords. In contrast, for more niche keywords, fewer businesses appear at the top. This is likely because there aren’t many shops selling these products (or they simply aren’t optimizing for the keywords).

All this proves that in the competitive ice cream market, it’s not necessarily the bigger brands you should worry about. Ultimately, the top-ranking ice cream shops are the ones with the best local marketing strategies.

Sweet success: Semrush Local helps build powerful local marketing strategies to make your business stand out in your community.

How can small businesses compete successfully with larger businesses using local search marketing strategies?

The data should provide refreshing relief for local ice cream shops that are nervous about franchises muscling in. Brand recognition and marketing budget don’t guarantee success. The real key to an effective local marketing strategy is to understand what factors actually determine rankings.

Distance: The shortest walk to ice cream is an attractive proposition 

Proximity plays a huge role in the online visibility of local shops. At only 1.2 miles away from the US Capitol, Pitango Gelato & Coffee, Penn Quarter comes out top for “gelato…” 

… but further away in Georgetown, we see rankings plummet for the shop as its location has less of an impact.

Most owners can’t change their business location, but it’s worth researching local search volumes before setting up shop. You may find a goldmine of potential customers just waiting for a specialist ice cream shop to open on their street…

By George! It might surprise you to learn that George Washington is credited as one of the founding fathers of American ice cream. Washington first tried the sweet treat after Alexander Hamilton’s wife, Elizabeth, served it to him at dinner. He was hooked and soon started offering the dessert to his own guests. Thomas Jefferson was a big fan too!

Keyword optimization: Go where the volume is

Give your business the best chance of appearing in relevant local searches by optimizing for location-based keywords. We found that 13% of businesses who rank #1 for “ice cream” have “ice cream” in the title. And all of them selected “Ice cream shop” as the main category. And for “gelato”, 99.5% of top-ranking business names and descriptions contain "gelato" or "gelateria".

If you offer specialty ice cream, optimize your listings, website, landing pages, and blog posts for the relevant keywords. In fact, for niche ice cream businesses, you may not want to focus on general “ice cream” keywords at all.

Be cool: If you don’t actually have these keywords in your business name, don’t force them just to influence rankings. No business actually includes the phrase “near me” and it’s not worth trying to game the algorithm. Google will probably notice, change your name itself, and send you a warning.

Reviews: Learn what people like and build trust

When requesting reviews, ask for opinions on specific flavors and types of ice cream to get more keywords in the text. Keywords in reviews impact rankings, as you’ll notice in excerpts in the Local Pack results for “chocolate ice cream near me” below.

And it’s not just the quality of reviews that counts. Semrush data suggests the number of Google reviews plays a bigger role in where a shop ranks than average rating. We studied a cross-section of local shops to determine whether the number of reviews or star rating has the most influence.

This is consistent with the findings from Semrush’s 2021 study on how reviews impact local search results, and is also in line with how review submissions have more impact than sporadic influxes. 

Summary: The best ice cream is right around the corner

With the right tools and strategies, your ice cream shop can become the go-to destination for customers searching for a sweet treat nearby. 

1. Play the long-tail game

Generic keywords like "ice cream" bring high search volumes, but competition is fierce, even on a hyper-local level. Instead of competing head-to-head, optimize for long-tail keywords. Someone searching for "best chocolate ice cream in Washington, DC" wants something specific, so proximity is less critical.

2. Choose your battles

Aim to rank for two to three carefully selected keywords rather than spreading your efforts thinly. Specific, relevant keywords give your content and listings a better chance of ranking and appealing to your target audience. For instance, instead of trying to rank for both "ice cream shop" and "frozen yogurt," focus on one and dominate it.

3. Optimize content with precision 

Once you've identified the right keywords, optimize your website content and Google Business Profile for your local audience. And avoid keyword stuffing; overloading content with keywords can harm your rankings rather than help. Instead, use keywords naturally and focus on providing valuable information that thoroughly answers the user's query.

4. Common sense beats gimmicks 

Avoid underhanded strategies like naming your business "Near Me Ice Cream" in an attempt to boost your local SEO. While it might seem clever, it’s not a good long-term strategy and may see your online presence impacted. Instead, build a strong foundation with quality content, relevant keywords, and excellent customer service.

5. Prioritize reviews over ratings

While a high star rating is important, the number of reviews is even more critical for local SEO. Google’s algorithm places significant weight on review volume because it signals the prominence of your business. When asking for feedback, suggest the customer mentions their favorite flavors or types of ice cream. This helps include more relevant keywords in your reviews, further boosting your visibility. And be sure to then reply to them all, positive or negative.

6. Keep an eye on trends

Trends shift, consumer preferences evolve, and what worked last summer might not work this year. Monitor your performance, adjust your strategies, and adapt to changes in search behavior. For example, if local "artisanal ice cream" searches are rising, consider expanding your offering or optimizing for the keyword.

Beyond data: We love data at Semrush, but it’s only one piece of the puzzle. Ice cream is about making people happy, so speak to customers directly and learn what churns their passion. And stay up to date with local media and social media platforms to take the temperature of local sentiment.