Click Test Study on The Local Finder // How Users Decide Where to Click

[CaseyMeraz]

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Have you been wondering where the clicks from the local finder are going once a user gets there? Are they clicking on your business because you're number one or because you have the most reviews? Check out this new post I wrote titled "The Local Finder: Where Are Searchers Clicking?" and review the data I published from 3 different click test studies in one place.

As a search marketer I’m biased and trained to not click on the paid ads. As a matter of habit I skip right over them as I explained in my search behavior journey on my most recent post on Moz.
My hypothesis was that paid ads, position and star ratings will have the most impact on when a user clicks. I believe that many users will bypass the ads and even the number 1-2 ranking positions if other business listings above the fold contained more stars than the top listings.

You can check out the full article here.

 

[Tim Colling]

I just finished reading Casey's article and it's VERY interesting.

And, darn it, it makes it more likely that I'll need to either learn how to do ppc work well, or at least maybe I'll have to outsource some ppc work in the future. And ask clients to pony up for it. <sigh>

 

[Linda Buquet]

Cool! Thanks for sharing Casey. Can't wait to read!

 

[CaseyMeraz]

Well if the reviews aren't there I'm not sure it's going to have much of an impact I would really look at the results in the geographic area and judge on a case by case basis.

 

[Linda Buquet]

Wow Casey! As always, very thorough and enlightening!