Israel GuerreroCase study · 3 of 3
Mazatlán airport: the family of local queries
A beach city where search is concentrated in tiny variations of the same phrase. Non-brand clicks went from ~130 to ~270.
One phrase, several different queries
Google treats “renta de carros,” “renta de autos,” and “renta de carros en” (all meaning “car rental”) as different queries: ranking well for one doesn't guarantee ranking for the others.
It was also a new page, competing against aggregators and international brands.
Working each variant, from the airport angle
- I addressed the “carros” and “autos” variants according to their volume and natural language.
- I prioritized the airport angle over the city angle.
- I built the FAQs from real searches.
Non-brand clicks, from ~130 to ~270
| Metric | Prior year | Current year |
|---|---|---|
| Google clicks | ~280 | ~675 |
| Non-brand clicks (visible) | ~130 | ~270 |
| Brand clicks (visible) | ~145 | ~395 |
| “renta de carros Mazatlán” (colloquial “cars”), clicks | 8 | 33 |
| “renta de autos Mazatlán” (standard “cars”), clicks | 13 | 29 |
| Organic sessions, Jan–Aug | ~410 | ~1,490 |
Sources: Search Console, June–August; Google Analytics 4 organic, January–August.
How to read these numbers
Roughly two-thirds of the increase in clicks is brand search. The number that holds up the case is a different one: local generic search doubled.
The jump in sessions comes from the initial ramp-up of a new page.
Impressions fell while clicks rose. A Google change inflates current-year positions, so this case is measured by clicks.