Original data
What a studio's Google numbers actually look like
Every click-through rate chart you'll find online was built from online shops and news sites, where nothing sits above the search results. You compete underneath a map that takes most of the clicks first. So I pulled the real numbers from the studios I work with and published them.
All of it comes out of Google Search Console. Nothing on this page is typed by hand, including the sample size.
Most of your Google visits already knew your name
61%
of clicks come from somebody searching the studio by name
Somebody who has already heard of you, from a friend or from Instagram, typing your name to find your booking page. That's a good thing to be able to do. It just isn't new business.
4%
of the times Google shows you are those same searches
So roughly 96% of your visibility is to people who've never heard of you, and it produces about 39% of your visits. That gap is the whole job.
Page two is not a worse page one
Take the studio's own name out of it and this is what's left. How often somebody actually clicked, by where the studio was sitting when they saw it.
The published curves you'll find elsewhere say the top spot gets around a quarter of the clicks. Nothing here comes close, and that isn't an error. A local search puts a map with three businesses in it above the first ordinary result, and most people never get past that map. If you've been measuring yourself against a chart built from online shops, it was never about you.
- 1 to 33.25%2,645 times shown
- 4 to 101.41%6,726 times shown
- 11 to 200.39%5,616 times shown
- 21 or worse0.07%12,883 times shown
A third of the searches, nearly all of the visits
Counting only searches by people who don't know your name yet: about a third of the time you turn up, you turn up on page one. Those placements bring in the overwhelming majority of the clicks. Everything else you appear for is real, and in click terms it's close to nothing.
That's why the work isn't about appearing for more searches. It's about moving the handful you already appear for onto the first page.
86%
of clicks from strangers
come from page-one placements
33%
of the times you appear
are on page one to begin with
The two numbers on your own overview screen
Open Search Console, set it to the last month, and these are the two figures it shows you at the top. Here's what they look like for a typical studio in this sample, brand searches and all, so it's the same measurement yours is.
- Average click-through rate
- 4.7%roughly one visit for every twenty times you're shown
- Average position
- 20.7about halfway down page two, averaged over everything
A word of warning on average position: it moves when you start appearing for MORE searches, because the new ones start at the bottom. A number that gets worse while the business gets better is normal, and it's why I never report it on its own.
Six beauty and wellness studios I have Google Search Console access to, 51 months of data between them, and 3,214 individual searches, from April 2025 to July 2026.
That's a small sample and I'd rather say so than round it off. It isn't an industry average. Most of these studios have had my work done, which will pull some of these numbers up, and one hadn't yet when most of her data was recorded. Treat it as one honest look at a corner nobody else publishes numbers for.
Each studio counts once, however many months it contributed: I total each one's own months first, then take the middle value across all six. Without that, the two studios with the longest history would simply be the benchmark. The click-through curve is the exception and pools every search together, because per-studio rates in a single position band bounce around too much to take a middle value of. Brand searches are stripped out of everything except the two overview figures, which are shown exactly as Search Console reports them.
It regenerates every month from the same script that produces my clients' monthly reports, so this page and their reports cannot drift apart. If the sample ever drops below five studios, the page stops publishing rather than showing you a median of two.
Beep me
Tell me about your studio and what you're trying to fix. I read every message myself and usually reply within a day.