The short version: a Twin Ports specialty retailer held an average first position in Google Maps for 13 straight weeks. Calls from its Google Business Profile rose from 48 in the first four weeks to 75 in the last four, and it gained 23 new reviews at a 4.9 average. Over the same weeks its website search traffic fell. This report shows both.
We built this client’s website and run its local SEO. We don’t name clients, so no prospect ever finds a competitor’s numbers on our site.
What we did
On the website we published 69 buyer’s guides between June and September 2026: plain answers to the questions people ask before a large purchase, and seasonal care articles. The Google Business Profile was kept current and reviews were answered.
How we measured
| Profile results | Google Business Profile, weekly, July 6 to September 28, 2026: calls, website clicks, views, new reviews |
|---|---|
| Map position | Average position in Google Maps across the retailer’s tracked searches, weekly |
| Website search | Google Search Console, same 13 weeks |
| Comparison | The first four weeks against the last four |
The results
| Google Business Profile | First four weeks | Last four weeks |
|---|---|---|
| Calls | 48 | 75 |
| Profile views | 1,401 | 1,665 |
| Website clicks from the profile | 129 | 100 |
| Average map position | 1 | 1 |
Across all 13 weeks the profile produced 183 calls and 163 requests for directions. The 23 new reviews did not arrive evenly: 16 came in the first six weeks, then almost none for a month, then 7 more.
Two pages on the website moved a long way in search. A product category page went from an average position of 18.4 to 7.8. A seasonal care guide went from position 56 to 10.6, and from 9 search appearances in four weeks to 267.
What did not move, or went down
- Website clicks from Google search fell from 60 to 34, and search appearances roughly halved. Interest in this retailer’s products is seasonal, and the window runs from high summer into fall.
- Website clicks from the profile fell from 129 to 100, while calls rose. More people phoned instead of clicking through.
- The map position had nowhere to go. It was already first. The result here is holding it.
What this means for a local business
- The profile is a front door of its own. In this window it sent more calls than the website’s search listings sent clicks.
- Count calls, not only traffic. Judged on website visits alone, this quarter looks like a decline. Judged on the phone, it was the best stretch in the window.
- Reviews come in bursts. A steady habit of asking beats a push once a year.
- Seasonal content earns seasonal attention. The care guide climbed as its season arrived.
Limits
- One retailer, one market, 13 weeks. It is a record of what happened, not a controlled test.
- Calls rise and fall with the season and with stock and promotions we do not see. We cannot say how much of the rise is the work.
- Google counts a call when someone taps the call button on the profile. It does not record what the call was about.
Where you would start
Your free Lab Report shows where you rank on the map today, how your profile and reviews compare with nearby competitors, and what we would do first. More on the service: local promotion in Duluth and Superior and SEO services.
