Impression online

Overview

While the increase of synthetic traffic takes about 3-4 months for “Google to accept” and rankings to level out, Google acknowledges the traffic, and the GBP has experienced a minor fluctuation in keywords, especially those that are not as competitive. There were no significant long-term effects on overall Domain Ranking (DR), however, keyword rankings did improve.

Purpose & Hypothesis

This test aims to determine whether increasing synthetic traffic to the GBPs will convert to real traffic and increase the site’s overall domain authority.

To begin this study, the Off-Page SEO team created an account with the software that sends mobile traffic via Google Maps through branded and non-branded queries as interactions with the GBP. Initially, the software prompted 10 synthetic daily clicks (10 CTR). At the 1-month mark, this was increased to include 5 additional clicks biweekly, for a total of 15 CTR. However, CTR may be lowered after a few weeks, after the CTR increases to 15, in some markets based on how rankings change. These results were expected to fluctuate for the initial 3-4 months based on the initial onboarding call with the synthetic traffic tool’s team.

Data

Graphs 1.1 Ocean City Synthetic Traffic Tool’s Rankings

Graph 1.2 Ocean City Local Viking Ranking

Graphs 2.1 Salisbury Synthetic Traffic Tool’s Rankings

Graphs 2.2 Salisbury Local Viking Data

Analysis

The data received from the synthetic traffic tool is comparable to the internal software the Off-Page SEO team uses, with each tool reflecting a similar trend. According to the graphs, there is not much change from the baseline, except in response to changes in CTR. Even when the CTR negatively affects some search queries, it does not impact all. Once CTR is lowered, the rankings begin to rise, but not as quickly as they fell. This study focuses on the keywords Criminal Defense Attorney, DUI Attorney, Drug Attorney, and Gun Attorney. 

Graph 1.1: Ocean City Synthetic Traffic Tool Rankings

This data is pulled from the synthetic traffic tool rankings dashboard. The search area is set for a 5-mile radius, and the CTR was occasionally increased until week 9. At week 9, rankings declined after the CTR increased from week 5. When setting up the dashboards, it is advised not to increase the CTR too much because it will have a negative effect, which we began to see. CTR will increase again once the rankings level back to their original state. Branded keywords were added in week 7 and will continue to be tracked.

Graph 1.2 Ocean City Local Viking

The Local Viking data includes search queries and keywords from a 5-mile radius. In week 10, we began pulling data from a 2-mile radius. The number tracked is from the pin directly above the office space in the center of the geogrid.

Graph 2.1 Salisbury Synthetic Traffic Tool Rankings

Salisbury-branded keywords were added in week 4 and reflected in the data by week 5. The CTR was increased to 20 until week 10 when it was decreased to 10 to correct rankings. 

Graph 2.2 Salisbury Local Viking Data

The Local Viking data includes search queries and keywords pulled from a 5-mile radius. In week 10, we began pulling data from a 2-mile radius. The number tracked is from the pin directly above the office space in the center of the geogrid.

Table 1.0: Google Insight for Searches Breakdown

This table depicts the change in Google Insights search breakdown before the test started in October 2023 and December 2023 during the test. The searches the GBP has appeared in and the number of searches to the GBP has changed significantly. This is due to queries programmed into the software at the beginning of the campaign. A combination of branded and non-branded keywords is used for the synthetic traffic to find the given GBPs. The search breakdown proves that the test is functioning and that Google acknowledges the traffic.

Table 2.0 & Table 2.1 Local Viking GeoGrids for Main Keyword

These geogrids are for the primary practice area and include the geo. Throughout the 3-month test of this software, there is some volatility in these rankings. From the initial geogrid in November to the most recent grid in January, there are both positive and negative changes. The geogrids set radius changed from 5 to 2 miles during this time.

Table 3.0 & Table 3.1 Local Viking GeoGrids for Less Competitive Keywords

These geogrids are for the primary practice area and do not include the geo. Throughout the 3-month test, there is some volatility in these rankings, but overall, there is a steady improvement. The key difference between these rankings and those in Table 2.0 is the level of competitiveness. Both keywords, “Gun Attorney” and “DUI Attorney” in both Salisbury and Ocean City are pulling competitors from different states. There are not many local competitors currently ranking for these words. The geogrids set radius changed from 5 to 2 miles during this time.

Additionally, it’s important to note that external link-building projects were paused while this test was in progress, so there were minimal outside contributions to a traffic increase.

Conclusion

Overall, this tool is powerful, and the Off-Page SEO team has confirmed that synthetic traffic has been acknowledged by Google. However, based on the team’s expectations and the test results thus far, rankings have not consistently improved, nor has traffic to the overall site. Because of this, the results are inconclusive as to whether an increase in traffic to the site will improve the site’s overall domain authority.

Off-Page SEO Action Items

As mentioned earlier, the increase of synthetic traffic takes about 3-4 months for “Google to accept” and rankings to level out. The Off-Page SEO team will continue to monitor rankings and KPIs to draw further conclusions. 

Updates as of 2024

Data

Graphs 3.1 Ocean City Synthetic Traffic Tool Rankings

Graph 3.2 Ocean City Local Viking Ranking

Graphs 4.1 Salisbury Synthetic Traffic Tool Rankings

Analysis

The data received from the synthetic traffic tool continues to be comparable to the internal software the Off-Page SEO team uses, each tool reflecting a similar trend. The graphs show improved rankings as predicted after the 3-4 months waiting period. This updated data reflects positive change after decreasing the CTR, which was increased earlier in testing.

Graphs 3.1 Ocean City Synthetic Traffic Tool Rankings

The data displayed is after 5 months of tracking and pulled from the synthetic traffic tool dashboard of rankings. The radius continues to be 5 miles, and the CTR is 25. The CTR was last changed during months 2 to 25 and remained at 25 due to rankings being negatively impacted. By month 5, some rankings leveled out, and others showed improvement. 

Graph 3.2 Ocean City Local Viking Ranking

The Local Viking data includes search queries and keywords tracked over 5 months. The rankings reported are from the last week of each month, displaying the number directly above the office space. During month 4, there was a drop off showing rankings as 20+ for most keywords; this leveled out by the following week. 

Graphs 4.1 Salisbury Synthetic Traffic Tool Rankings

Salisbury’s CTR was raised to 20 in month 2, but with negative results, it was decreased in months 3 to 10. By the last week of month 5, the rankings were either better than they were previously or within 1 to 2 rankings from when the campaign began. 

Graphs 4.2 Salisbury Local Viking Data

The Local Viking data includes search queries and keywords tracked over the course of five months. The rankings reported are from the last week of each month, displaying the number directly above the office space. During month 4, there was a drop-off, showing rankings as 20+ for most keywords, which leveled out by the next week. 

Table 4.0 & 4.1 Local Viking GeoGrids for Main Keyword

These geogrids are for the primary practice area and include the geo. Salisbury and Ocean City rankings dropped in mid-February, but all rankings leveled out by the following week. The latest data shows similar rankings five months after starting to track rankings as the initial rankings. Ocean City shows improvement for the center pin ranking but Salisbury’s center pin remains the same as in January. 

Table 5.0 & 5.1 Local Viking GeoGrids for Less Competitive Keywords

These geogrids are for the primary practice area and do not include the geo. Both keywords, “Gun Attorney” and “DUI attorney,” are pulling competitors from different states in Salisbury and Ocean City. Not many local competitors are currently ranking for these words. Salisbury and Ocean City rankings decreased in mid-February but began to level out by the following week. 

Conclusion

The data would benefit from more time to prove consistent improvement. Both the synthetic traffic tool and Local Viking for Ocean City and Salisbury show improved rankings for some keywords but not all. These improvements were only present in month 5. Continuing to gather rankings will help prove whether these increases are consistent or random. The data took five months to show improved rankings, not the expected 3-4 months. Although rankings have positive results at this time, there has been no effect on traffic or domain authority. 

Updates as of May 2024

Data

Analysis

The data received from the synthetic traffic tool continues to be comparable to the internal software the Off-Page SEO team uses, each tool reflecting a similar trend. According to the graphs, there are not many improved keywords from the start data to the finished data. However, the keywords that were affected due to the increased CTR have leveled out. 

Graphs 5.1 Ocean City Synthetic Traffic Tool Rankings

The data displayed is after seven months of tracking and is pulled from the synthetic traffic tool dashboard of rankings. The radius continues to be set to 5 miles, and the CTR is set to 25. By month 7, most keywords did not show improved rankings.

Graph 5.2 Ocean City Local Viking Ranking

The Local Viking data includes search queries and keywords tracked over seven months. The rankings reported are from the last week of each month, displaying the number directly above the office space. The last month of data shows improved rankings for all keywords.

Graphs 6.1 Salisbury Synthetic Traffic Tool Rankings

Salisbury’s CTR was raised to 20 in month 2, but with negative results, the CTR was decreased in months 3 to 10. By the last week of month 5, the rankings are either better than they were previously or within 1 to 2 rankings from when the campaign began. Branded keywords show improved rankings beginning in month 5. The last month of data shows improved rankings from month 4 but no notable increases compared to month 1.

Graphs 6.2 Salisbury Local Viking Data

The Local Viking data includes search queries and keywords tracked over the course of 7 months. The rankings reported are from the last week of each month displaying the number directly above the office space. All keywords began to show improvements in month 5 and others continued to improve while some remained the same in month 7.

Table 6.0 & 6.1 Local Viking GeoGrids for Main Keyword

These geogrids are for the primary practice area and include the geo. Geogrids display the final data recorded, tracking did not continue to be studied after May. Both keywords are showing improved rankings. 

Table 7. & 7.1 Local Viking GeoGrids for Less Competitive Keywords 

These geogrids are for the main practice area and do not include the geo. Both keywords, “Gun Attorney” and “DUI attorney” in both Salisbury and Ocean City are pulling competitors from different states. There are not many local competitors that are currently ranking for these words. Both keywords are showing improved rankings. 

Conclusion

Local Viking for Ocean City and Salisbury is showing improved rankings for the keywords, even placing some in the three-pack. Although there are positive rankings results, there is no effect on traffic or domain authority, which is the goal. 

With the Google Algothrim Leak stating that CTR is a ranking factor, this case study proves that after 5-7 of synthetic CTR niche and less competitive keywords can be manufactured. However, the initial 1-4 months of continuous synthetic traffic will harm local rankings in the short term.