Israel GuerreroCase study · 1 of 3
Zapopan: a term the brand wasn't targeting
A new branch in Zapopan. I wrote the page to target that term instead of competing against the brand's own Guadalajara pages: clicks went from ~285 to ~530 in the quarter, 56% non-brand.
A third page would have competed against the other two
All existing coverage revolved around “Guadalajara.” A third page on the same thing would have cannibalized the other two without adding new search demand.
Finding the term nobody was targeting
- Geographic hypothesis validated with Google Trends, SEMrush, and Search Console.
- Page built around the municipality term in the title.
- FAQs built from long-tail queries in Search Console.
- Title and heading deliberately don't match: the title targets the municipality; the heading uses the physical landmark people know.
From ~285 to ~530 clicks in the quarter
| Metric | Prior year | Current year |
|---|---|---|
| Google clicks | ~285 | ~530 |
| Non-brand clicks (visible) | ~160 | ~300 |
| Brand clicks (visible) | ~125 | ~230 |
| “renta de carros Zapopan” (colloquial “cars”), clicks | 10 | 31 |
| “renta de autos Zapopan” (standard “cars”), clicks | 21 | 25 |
| Organic sessions, Jan–Aug | ~470 | ~1,220 |
Sources: Search Console, June–August, both years; Google Analytics 4 organic, January–August.
How to read these numbers
The jump in sessions mostly reflects the initial ramp-up of a new page.
Average position got worse because the page picked up impressions on highly competitive generic searches. Queries for the municipality, on the other hand, did improve.
The city's group of pages lost about 20% of their clicks over the same period.