Local marketing tips

4 Tips for Boosting your Local Search Click-Through Rates

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Getting your business listed in Google’s Snack Pack is no easy feat. If you have, give yourself a pat on the back. That being said, your work isn’t finished. Once consumers see your listing, the next step is making sure they choose you over your competition. You can track this by looking at your Google My Business Analytics and noting your listings impressions compared to click through rates such as clicks for directions and clicks to your website. If you notice your click-through rates are low, there are a few things you can do to make your listing stand out. Here are 4 things you can do to make your listing pop.

1. “Stack” your Listings with rich content: Ensure every last smidge of relevant information is available to your customers. The more information there is, the more they can interact with your listing. Hours of operation, phone number, and sales are all important to include. Don’t forget to add pictures. Studies have shown that a listing featuring images gets more CTRs than one without.

2. Make sure your NAP is consistent: One of the most important things you can do for your CTRs is ensuring your business name is the same across the web, including your website. Don’t list “Christopher’s Coffee House” in one directory and then switch to “Christopher’s” on your social media pages. Inconsistent naming confuses prospective customers, lowers your Google rankings and decreases CTRs.

3. Build up reviews and your star rating: 88% of consumers consider reviews equally as trustworthy as personal recommendations. If you have a less than stellar rating, or none at all, it’s crucial you focus your efforts here. 

4. Don’t ignore mobile: Shopping related searches on mobile increased 120% in the last year. If your website isn’t optimized for mobile, you will lose visitors (even if they did click on your listing). A site optimized for mobile will also rank higher in Google which will positively affect your CTRs.

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