Case Study · Roxbury, Boston
Google showed them to the same number of people as the month before. 46% more of them clicked.
Nubian Markets is a halal market and café on Washington Street in Roxbury. Over 28 days, Google put their pages in front of the same size crowd as the month before, and 245 more people clicked through. About nine a day. The food did not change. The prices did not change. We changed what those people saw before they clicked.
The result
The same number of people as the month before. 46% more clicks.
Google showed Nubian Markets 15,900 times, up from 15,800. Clicks went from 533 to 778.
Search Console counts two separate things. How many times your pages appeared in front of somebody, and how many of those people clicked. Between June 28 and July 25 the first number sat still. The second one went up 46%. Both bars are indexed against the previous 28 days, so the dotted line is last month.
When the same number of people see you and 46% more of them click, the thing that changed is what they saw. That is the sentence Google prints under your name, and it is the part most restaurants never write.
Google Search Console for nubianmarkets.com · Jun 28 to Jul 25, 2026 against May 31 to Jun 27, 2026
| What Google counted | Previous 28 days | Last 28 days | Change |
|---|---|---|---|
| People who clicked throughClicks | 533 | 778 | +46% |
| Times Google put them in front of someoneImpressions | 15,800 | 15,900 | +1% |
| Share of those people who clickedClick-through rate | 3.37% | 4.89% | +45% |
| Average spot in the resultsLower is better | 8.4 | 8.9 | Worse |
Measured 2026-07-27
Source: Google Search Console, property sc-domain:nubianmarkets.com, for Nubian Markets in Roxbury, Boston. Jun 28 to Jul 25, 2026 compared against May 31 to Jun 27, 2026. Pulled 2026-07-27 by Honey Bridge.
What we found
Three faults on the Nubian Markets site. You can check all three on yours before this call ends.
The address on their own site was wrong.
Their About page printed 2656 Washington St. The real address, the one on their Google listing, is 2565. Google reads both and compares them. When the two disagree it trusts neither, and a market that has been on that block for years looks unverified.
Check yoursRead the address on your website out loud against the one on your Google listing. Digit by digit.
The homepage was serving 12 placeholder images.
A broken Instagram block sat on the homepage loading a dozen stock placeholders instead of their food. Grey boxes and filler captions, above the fold, on the first page anyone lands on.
Check yoursOpen your homepage on your phone on cell data, not wifi. Anything that does not load is doing this to you.
10 of their 18 pages had no description written for them.
The description is the grey sentence Google prints under your name in the results. Nobody had written one for most of the site, so Google assembled its own out of whatever text it found first. The About page had none at all.
Check yoursGoogle your restaurant name. Read the sentence under the link. If it reads like a fragment cut off mid-thought, nobody wrote it.
What we changed
Six changes to the Nubian Markets site on July 7. Then more on the 22nd and the 24th.
- Corrected the About page address and its map pin to 2565 Washington St, matching their Google listing.
- Wrote the titles Google prints for the homepage and the About page.
- Wrote the About page description. It had been empty.
- Added structured data across the site stating, in the format Google reads, that this is one halal grocery store and restaurant at one address in Boston.
- Added a real headline to the homepage, the About page, and the Nuba Café page.
- Deleted the broken Instagram block and its 12 placeholder images.
July 22, 2026
- Added Butcher shop and Event venue to their Google Business Profile categories, which is how halal meat and private event searches reach a listing at all.
July 24, 2026
- Descriptions written for 17 of 18 pages, up from 8.
- Alt text on all 52 images, up from 31.
- Removed an internal page from the search index.
- Published their first blog post under a real author byline.
The 28-day window covers 19 days of the July 7 pass, 4 days of July 22, and 2 days of July 24. Whatever the last two are worth, almost none of it is in the number at the top of this page. We would rather say that than let you find it.
That order is not arbitrary, and it is the order we would run on your restaurant. The listing and the address first, because they cost nothing and Google weights them heavily. Then the words it prints under your name. Then the structured data that tells it what you actually are. Then the pages.
How we know it was us
The exposure stayed flat. That is the part that rules things out.
A good month for halal food in Boston would have moved impressions. Impressions did not move.
When a season, a holiday, or a neighbourhood gets busier, Google shows you to more people. Impressions rise. That is what a rising tide looks like in this report, and it is not what happened here. Google showed Nubian Markets 15,800 times, then 15,900 times. The tide did not come in. What changed is the share of those same people who chose to click, 3.37% to 4.89%.
More demand moves impressions. A better snippet moves the click rate. Only the second one moved. That is the whole argument, and it is made entirely out of Nubian Markets’ own report. The split below is the same argument run a second way.
The obvious objection: were those just people typing “nubian markets” into Google?
Somebody who already knows the name and searches for it is not a win we can claim. So we pulled the report again with every search containing their name filtered out, and looked at what was left.
| Segment | Clicks | Times shown | Share who clicked | Average spot |
|---|---|---|---|---|
| Every searchMeasured | 533 → 778, +46% | 15,800 → 15,900, +1% | 3.37% → 4.89% | 8.4 → 8.9 |
| Searches with no mention of their nameMeasured | 25 → 53, +112% | 3,330 → 5,260, +58% | 0.75% → 1.01% | 14.9 → 14.3 |
| Searches that used their nameDerived by subtraction | 508 → 725, +43% | 12,470 → 10,640, −15% | 4.07% → 6.81% | Not available |
Clicks from searches with no mention of their name more than doubled, 25 to 53, and their average spot in those results improved. On searches that did use the name, Google showed them 15% less and they got 43% more clicks. Fewer chances, more clicks, is what rewriting a title and a description looks like in a report.
Search Console reports filtered totals as approximate. The no-name row is measured directly with a query filter. The used-the-name row is derived by subtraction and may be slightly off.
What this page does not prove
Five things a careful reader should hold against these numbers. We would rather print them than have you find them.
Their average spot in Google’s results got slightly worse over the window, 8.4 to 8.9. Clicks went up anyway, because more people picked them from the same place on the page. We did not move them up. We made them worth choosing.
Most of these searches were people who already knew Nubian Markets by name. 725 of the 778 clicks. We have not yet proven we can bring you people who have never heard of you.
This is one 28-day window. Twenty-eight days is long enough to see a change and too short to call it permanent. The date we re-check is printed below.
Every number in the result above, and in the split below it, comes from one property. We are not showing you a comparison against other restaurants over the same window, so you are taking our word that nothing else changed. The argument rests on the shape of Nubian Markets’ own report, not on a control group.
The searches with no name in them start from a small base. 53 clicks over 28 days is about two a day. The percentage is large because the number underneath it is small, and a percentage on a small number is the oldest trick in this industry.
The next number
Anyone can show you one good month. Here are the two we have committed to in advance.
Promise one · 2026-10-25
We will pull this exact report again on October 25, 2026.
Same property, same 28-day comparison, same four rows. A lift that holds for three months is a different claim from a lift that holds for four weeks, and only one of them is worth paying for. Whatever the October report says goes on this page, in this spot.
Promise two · September 2026
Fries B4 Guys moved to a new site on July 20. Here is the before, published before we know the after.
Their old WordPress site had pages with no title, no description, and no headline, and Google had indexed 8 of its 44 pages. We measured it the day of the cutover so the baseline could not be chosen after the fact.
- 1,990 clicks
- 33,100 times shown
- 6% clicked
- Average spot 6.9
- 8 of 44 pages indexed
These five figures are a snapshot taken on July 20, they belong to a different restaurant, and they cover the 90 days from April 20 to July 18, not the 28 days above. They are here as a baseline we are committing to in advance, not as a comparison with anything on this page.
We will publish what September says against that baseline, on the same 90-day window, so the two are measured the same way. Including a decline. A studio that only publishes the months that went well is telling you about its filing, not its work.
Work with us
Want that sequence run on your restaurant?
Listing and address, then the words Google prints under your name, then the structured data, then the pages. None of it is complicated. All of it goes undone at almost every independent halal restaurant in the country. Start by seeing where you stand today.
See where your restaurant ranks