Title: The Evolving Landscape of Local SEO: Rethinking Page One Rankings
In a recent analysis of 10.4 million clicks and 54 million impressions across 419 small and medium-sized enterprise (SME) websites in Quebec, we uncovered some crucial insights into the changing dynamics of local SEO. Over a period of 16 months, our examination of click-through rate (CTR) metrics illuminated the stark differences in user engagement both before and after the introduction of AI-driven search features.
Historically, achieving rankings between positions 5 and 8 on search engine results pages (SERPs) offered local businesses a sense of accomplishment, as these positions typically garnered sufficient visibility and traffic. Unfortunately, the advent of AI Overviews, along with the increased presence of paid advertisements and local packs, has shifted the landscape dramatically.
Our findings indicate that pages ranked in positions 4 to 10 have experienced a staggering decline in click share, dropping approximately 70% compared to previous benchmarks. This translates to a mere 10.8% of page-one clicks captured by these mid-to-lower ranks, down from the 30-45% range observed before the implementation of AI Overviews. To highlight this trend further, consider the following insights:
- The top three positions now account for an impressive 89.2% of all organic clicks on page one.
- The first position alone captures about 63.6% of all clicks.
- Position #7 sees a meager average CTR of just 2.6%.
- Meanwhile, positions 4-10 collectively account for only 10.8% of the total page-one clicks.
What this suggests is not that organic clicks have vanished; rather, users are increasingly hesitant to delve deeper into search results. This evolution prompts a critical question for local SEO practitioners: Is aiming for “page one” becoming an outdated goal?
While a high-ranking position may appear favorable in reports, the reality is that it does not always translate into measurable actions such as phone calls, form submissions, bookings, or in-store visits. This raises an essential consideration for local SEOs: When the potential for a keyword to rank in positions 4-8 seems capped, should the focus shift towards securing a top-three ranking, or should efforts be redirected to enhance local-intent queries, Google Business Profile visibility, customer reviews, or conversion-oriented pages?
As the landscape continues to evolve, determining the most pertinent signals to assess whether a particular ranking is worth pursuing will be key for local businesses aiming to optimize their online presence. The way forward may require not just an understanding of traditional SEO tactics but a more nuanced, adaptable approach that incorporates user behavior trends and new SERP features.
