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A decrease in CTR in organic search results is a phenomenon that has been observed for several years in a row. Over the past two years alone, the CTR of the first place in search results has fallen from 24% to 6-8%. This is due to the desire of search engines to keep the user on their platforms by providing all the necessary information without going to the site. CTR is also affected by the growth in the number of advertising units and the introduction of new functions, such as search engine wizards. We will discuss these innovations in detail in future articles.
However, one should not perceive “sorcerers” as an exclusively negative factor. Not only do they grab users' attention, but they can also help you generate additional leads. In this article, we will focus on a tool called Local SEO Pack, or Map Box, which can significantly improve your business's visibility in search results.
Maps often appear in search results for various types of queries. These could be queries with a brand name (for example, searching by brand name), queries like "car dealer", or queries related to the purchase of goods or services (for example, queries like "buy a car").
We recommend regularly monitoring search results for all promoted phrases to identify the presence of a map block that has a significant impact on lead generation.
Based on our experience, Local SEO can increase the number of leads by 200-300% compared to regular organic results. However, such results are only possible if your site is in the top 3 positions in the Local SEO Pack block.
In order to get to high positions in this block, it is necessary to take into account a number of factors, among which the most important are:
It is important to understand that purchasing paid placement does not always mean improving positions in the block with cards. Almost all official car dealers use paid placements, which leads to a situation where it is impossible to simply promote one dealer among 10-15 competitors. Therefore, ranking algorithms come into play and determine the final position.
However, paid placement brings many advantages, such as:
If you are not already using this channel to generate leads, we strongly recommend that you look into paid placement. Our specialists will help you optimize this area and improve results.
It is also worth noting that purchasing paid placement is only available in some search engines, for example, Yandex. But this does not mean that this approach necessarily affects the ranking in the map block. The main thing is still high-quality SEO optimization and correct filling of the card.
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If you have questions about SEO or want to learn how to improve your business's visibility using Local SEO, don't hesitate to contact us. Write to SEO studio "SEO COMPUTER" at info@seo.computer.
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