A recent study on what drives clicks following a Google search provides valuable insight into what should be prioritized in contractors’ marketing efforts.
What’s in the Report?
Purpose:
This report provides an in-depth analysis of consumer behavior and click patterns on Search Engine Results Pages (SERPs), particularly focusing on local search results.
It aims to help businesses understand how different factors influence clicks and how to optimize their online presence to attract more customers.
Significance:
The insights from this study are crucial for businesses looking to enhance their visibility and effectiveness in local search results.
Understanding these patterns can help businesses improve their search rankings, optimize their online profiles, and ultimately drive more traffic and conversions.
Methodology:
The data is derived from a comprehensive study conducted by brightlocal, which analyzed click behaviors on various types of search results including organic listings, Local Services Ads (LSAs), and local pack results.
Testers were provided with different SERP configurations to evaluate their click preferences and motivations.
Key Findings:
Review ratings and the number of reviews are major motivators for clicks on local pack results.
High-quality, relevant content in organic search results attracts a significant proportion of clicks.
Position on the page influences click-through rates, but users often scroll to find organic results they trust more than paid ads.
Click-Through Heatmap Displays Importance of Local Pack & Organic
“Local Pack” Results “Organic” Results
gFour Insights
As seen in the pie chart above, Local and Organic (i.e. non-paid) sources account for 75% of search result page clicks on pages with Local Services ads.
Local and Organic account for more than 85% on pages without Local Services ads.
The local pack attracts 28% of search result page clicks.
Position #1 gets ~7x more clicks vs. #3 in the Local Pack.
Organic Search Result #1 gets 25.5% of clicks and ~6x more clicks vs. position #2.
Reason for Click by SERP Type
gFour Insights
When clicking on an individual business link, positive review ratings (15%) and strong link content (14%) are by far the largest reason for clicks.
Links to lists of businesses in organic results, like Yelp, play a major role (15%).
Consumers prefer organic results over paid advertisements; paid results generate a smaller share of clicks.
Even within Local Service Ads, review ratings still contribute the most to clicks.
The placement of search results on the page significantly influences click-through rates, with higher positions attracting more attention regardless of organic vs. paid positioning.
Positive reviews significantly enhance visibility and credibility. 5-star review volume will boost rankings and attract more clicks.
For Organic and Local Pack, Customers Look for Lists and Reviews
Local Pack: Why Choose That Link?
gFour Insights
Review ratings are the top motivator for clicks on local pack results, surpassing all other factors significantly.
The sheer number of reviews also influences click-through rates.
Local pack businesses with higher star ratings will outperform those in higher positions but with lower ratings.
Organic: Why Choose That Link
gFour Insights
Many users click organic results leading to lists of businesses, preferring comprehensive options.
One-third of organic clicks are driven by engaging titles and descriptions.
A quarter of clicks on organic results are a result of organic results being perceived as more trustworthy than ads.
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