IS CTR A LOCAL RANKING SIGNAL
BY ITSELF?

Based on our previous test results, we hypothesize that increasing click-through rates (CTR) for targeted and related keywords will have a positive influence on local search rankings over time. We believe that CTR, as a user engagement metric, could play a direct or indirect role in Google’s local search algorithm, potentially impacting rankings.

Our expectation is that by gradually enhancing CTR for this Google Business Profile (GBP) listing, we will see incremental improvements in local search rankings. If our hypothesis holds true, continued efforts to increase CTR should lead to higher visibility on the local map grid, especially for competitive keywords.

This test was focused on a single Google Business Profile listing for a Personal Injury Attorney in a highly competitive market. To isolate the effect of CTR, we designed the experiment to utilize high-quality local proxies that simulate authentic, location-specific search behavior. This approach ensures accurate representation of local user intent.

Keyword Selection:
We selected a set of keywords based on their relevance and search volume, which were derived from the GBP dashboard and GBP Insights:

1. Brand Terms: 2-4 terms that are frequently searched and naturally align with how users would seek out the business.
2. Money Keywords: 3-5 high-volume search terms such as “personal injury lawyer,” “CITY personal injury attorney,” and “injury attorney near me.” These terms were specifically chosen to reflect existing search patterns and high user intent.

Execution Strategy:

• Gradual Traffic Increase: We began with 2-3 daily searches on Google Maps and 1-2 searches in the Google Map Pack, ensuring a conservative and consistent approach. This was critical to prevent drastic traffic spikes and maintain the integrity of the GBP listing.
• Incremental Growth: Every 1-2 weeks, as we observed minor ranking improvements, we increased search volume incrementally by 1-2 searches. This method simulated a natural rise in traffic and avoided detection by Google’s algorithms.

Testing Timeline:

• The first phase of the test began in August 2024, and we have since adjusted the campaign as needed to incorporate a wider range of targeted keywords. The testing framework has remained consistent to monitor the impact of CTR on this competitive niche over time.

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