SEO case study · 12 November 2023 to mid 2024
Daily search clicks roughly doubled for a construction management firm
Months of flat search traffic gave way to a steady climb once the site was rebuilt around the technical searches that commercial clients make.
406K
impressions
2.4%
click-through rate
14
average position
Measured over
12 November 2023 to mid 2024
What to notice
The top row gives 9.94K clicks, 406K impressions, a 2.4% click-through rate and an average position of 14. The two lines move together and step up under the second band. The regular dips are weekends.
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Who the business is
A firm that manages commercial construction projects. It is not named here, so it is described by its trade and by what the chart shows.
Why marketing mattered
One commercial project is worth a great deal, and the people who commission them research carefully. Being found for those searches matters more than raw visitor numbers.
- Service
- SEO
- Sector
- Construction management firm, SEO
- Period measured
- 12 November 2023 to mid 2024
- Figures from
- A Search Console performance chart for the account
What was not working
The problem
A construction management firm whose search traffic had sat at the same low level for months. Established competitors held the commercial construction searches that bring in project enquiries.
- Search traffic had been flat for months.
- Established competitors held the commercial construction searches.
- Search was adding very little to the pipeline.
Where things stood before the work began
From November 2023 to the end of January 2024 the chart shows a low, even line. The site was getting found, at a level that was not moving.
What we found, and why we started there
The thinking
The firm could not outrank the incumbents on the broad terms, so the work went to the technical searches around specific project types and services. Mavix used AI-assisted analysis to find those searches and to rework pages for them in volume.
How we did it, step by step
- 1
Pages reworked for technical project searches
Service and project pages were matched to the specific searches commercial clients make, from early February 2024.
- 2
Content updated in volume
The same treatment was applied across the site, not to a handful of pages.
What the numbers show
The result
9.94K
organic clicks in seven months
9.94K clicks from 406K impressions at an average position of 14. Daily clicks run at roughly 20 to 50 before February 2024 and at roughly 50 to 100 through April and May.
From the work to the outcome
- Pages matched to project searches
- Higher positions
- 406K impressions
- 9.94K clicks
How to read this, and what it does not prove
About seven months of Search Console totals from 12 November 2023. The daily ranges are read from the chart and are approximate. The bands and labels on the chart were added by Mavix.
The daily ranges are read from the chart by eye and are approximate. The weekly dips are weekends, which is normal for a business audience. Clicks are visits, not project enquiries, and no enquiry figure was supplied. The chart is an annotated image, not the raw export, and the client is not named, so a reader cannot check it against the account. It is one account with no control group: it shows what happened after the change, and it cannot show how much of that the change caused.
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What you can take from this
Compete on the specific search
A firm that cannot win "construction company" can still win the search for the exact kind of project it runs.
Expect weekday traffic
Business buyers search at work. A weekly dip on Saturday and Sunday is the pattern of a real audience.
Count enquiries next
Clicks doubled. The figure that matters to the firm is how many of those visits became a conversation.