Case Study #1: 200% Increase in Clicks Year-Over-Year

Overview

This following case study underscores the importance of clearly defining location landing pages when optimizing local business websites with multiple locations.

This case study follows an escape room company that faced poor rankings for one of their two locations (despite a positive reputation) because the homepage AND inner pages both prominently mentioned each escape room location.

 

Which page should rank for location 1 & 2?

Site Structure Diagram

By changing how each location was mentioned on the homepage and inner location pages, it became clear to the search engines which page should rank for which keyword.

 

Search Console Average Position

 

Over the next couple months, the escape room saw ranking improvements for the struggling location which resulted in a 200% increase in clicks in Q1 of 2024 vs Q1 of 2023.

 

Data Comparing Q1 of 2023 to Q2 of 2024

 

Organic Traffic (Target Keyword)

 

Google Search Ranking Data

  • Clicks: 78 → 234 (200% Increase)
  • CTR: 1.1% → 4.5% (309.09% Increase)
  • Average Position: 10.8 → 3.4 (68.52% Improvement)

 

 

Google Business Profile (Maps)

 

Google Business Profile Maps Data

  • Maps Views (Mobile): 1,688 → 14,411 (753.08% increase)
  • Maps Views (Desktop): 232 → 11,454 (4837.93% increase)
  • Calls: 89 → 140 (57.30% increase)
  • Directions: 450 → 819 (81.89% increase)
  • Website Clicks: 1,322 → 2,049 (55.07% increase)