Case study · Client site, anonymised
Fixing errors and targeting the right searches: 1,292 to 6,323 clicks a month
From 54 to 180 clicks a day, and still about three times the starting level six months after the contract ended.
1,292 → 6,323
Clicks a month, August 2025 vs June 2026
168K → 1.01M
Impressions a month, the same two months
54 → 166
Clicks a day, before vs July to September 2026, after we finished
The starting point
One of six certification and training websites run by a US education group, each on its own domain and built on Squarespace and Thinkific. We were hired through Upwork. This one sells medical billing and coding courses.
A good course range with little search traffic, around 54 clicks a day. The audit tool flagged a long list of issues, and the main course pages did not rank for what buyers search.
What we did
- Cleared the 50,000+ issues flagged by the client's audit tool across all six websites and their subdomains.
- Researched keywords and competitors for each website, then rewrote titles, headings and copy around the searches that matter.
- Mapped internal links across the group and planned new ones from the strongest pages.
- Reworked the site structure of two of the six websites in a follow-on contract (3 February to 31 March 2026).
The numbers
| Period | Dates | Clicks | Impressions | Average position |
|---|---|---|---|---|
| Before | 1 August to 31 December 2025 | 8,250 | 1,046,186 | 16 |
| During and after | 1 February to 30 June 2026 | 26,932 | 4,348,099 | 9.5 |
| Later | 1 July to 30 September 2026 | 15,303 | 2,577,621 | 11.9 |
Source: Google Search Console, web search, sums of daily figures, read 1 November 2026. Contract: 14 January to 31 March 2026.
Search Console
How to read the chart.
The chart at the top of this page is a screenshot of the Search Console Performance report, cropped so the domain does not show. Nothing else is edited.
- Blue line: clicks from Google search each day.
- Purple line: impressions, the number of times the site appeared in results.
- Average position: where the site appeared on average, across every search it showed for. Lower is better. The number can get bigger while traffic grows, because the site starts appearing for more, and harder, searches.
What the numbers do not prove
Clicks were already climbing in December 2025 and early January 2026, before we started on 14 January, so part of the rise is seasonal or down to other factors. In favour of the work: this website held its higher level after the contract, while other websites in the group dropped back.
What we would do differently
Keep a light monthly retainer after a big clean-up rather than stopping at the fix. By October 2026 clicks were below their summer level.
“Amazing to work with very fast will be utilizing again for future tasks across 6 domains got 2 domains that were not ranking for over a year to rank. We've worked with over 30 different SEO specialists over the past decade and he is in the top percentile”
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