Richer Business Profile Pages get more traffic and clicks [stats]

We did a little analysis this week, intended for some internal purposes but the results are so interesting that I thought I’d share them with you.

Business Pages with more content get more views and clicks – sounds obvious and we’ve been saying that for some time, but how about some real hard numbers to back that up.

It’s long been accepted that more rich content = better SEO (all other things being equal), and that’s good news for small businesses and local businesses trying to get found online.  But how much of a difference does more content make?

Well here you go, here is the actual answer within the Brownbook world (based on 30 days activity and a sample of 900 business listings that saw activity in that period):

The numbers:

views-and-links-table

Visual:

views-and-clicks-analysis-graph

What does %complete mean?
This is a measure by which we deem a Business Profile Page to be completed, and you can see how it gets to 100% in this snippet (You’ll find this near the top right of your Business Profile Page, you’ll need to be signed in when looking at your claimed business page to see this):

views-and-clicks-analysis-how

A few quick conclusions:

  • Getting your Business Profile Page more complete results in more views and clicks
  • The difference in views between 30% and 90% is about 10x (and 2x when you go from 80% to 90%)
  • We’re getting an astonishing click through ratio of close to 20% in most cases and often higher
  • There seems to be an odd result where businesses at 90% get on average more clicks than those on 100% (I wonder why that is, perhaps because more info presented removes some of the need for the viewer to click through to the business’s website?)
  • (I noticed another anomaly in clicks at 50% complete – I  will see if more analysis can reveal what’s happening here)
Advertisements
This entry was posted in BB News and tagged , , , , , . Bookmark the permalink.