A 5.5% Click-Through Rate Across Three Locations
For this barbershop chain spanning three towns, we built location-specific visibility that turned local search into the standout metric of this case study.
About the Client
This client operates barbershops across three towns, competing in one of the most locally-driven, review-sensitive categories in search — where “near me” behavior decides who gets the booking.
Challenge
With three separate locations, the brand needed each shop to rank in its own town without competing against its sister locations for the same search real estate — a common failure point for multi-location businesses where one generic page tries to represent everywhere at once.
Solution
We built dedicated, locally-optimized pages for each branch, each carrying its own location signals, imagery, and booking path, and reinforced them with consistent local business data so Google could confidently serve the right shop for the right search.
Every Location, Position 1.0
The client now converts search into bookings at a 5.5% CTR — well above category norms — from 2.71K clicks. Every single branch term ranks at position 1.0, meaning each shop now owns its own local search.
Live Google Search Console data — last 3 months.
Top Performing Queries
| Keyword | Clicks | Avg Position (Worldwide) |
|---|---|---|
| [Branded term] | 201 | 4.1 |
| [Branded term] – Location 1 | 150 | 1.0 |
| [Branded term] – Location 2 | 119 | 1.0 |
| [Branded term] – Location 3 | 99 | 1.0 |
| [Shortened brand] – Location 2 | 79 | 1.0 |
Local Search Rewards Specificity
A 5.5% click-through rate is the number that stands out in this case study — nearly four times what most SEO campaigns achieve. That’s not a coincidence; it’s what happens when someone searches for a specific branch and the exact page they need is sitting at position 1.0, not a generic homepage asking them to find their own way.
Three locations meant three distinct local audiences, each with their own competitors and their own “near me” behavior. Building a dedicated page per branch, rather than one page trying to serve all three towns, is what let each location rank on its own merit instead of diluting the others.
The parent brand term still has room to close the gap to position 1 — but with every branch already locked at the top of local search, that’s the easier climb from here.
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