SEO case study · 6 June 2023 to 26 September 2024
From almost no clicks to 326K for an HR software company
The site was being shown for HR software searches and not being chosen. Pages were built for the specific, technical questions buyers ask, and clicks followed within weeks.
9.77M
impressions
3.3%
click-through rate
19.2
average position
Measured over
6 June 2023 to 26 September 2024
What to notice
The top row gives 326K clicks and 9.77M impressions for the period. On the chart, clicks hug zero under the first band, then lift under the second. The tall spikes are single days.
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Who the business is
A business software company selling an HR product to other companies. It is not named here, so it is described by its trade and by what the chart shows.
Why marketing mattered
Software buyers search with long, exact questions before they ever ask for a demo. A site that answers those questions gets the visit that a broad page never will.
- Service
- SEO
- Sector
- HR software company, SEO
- Period measured
- 6 June 2023 to 26 September 2024
- Figures from
- A Search Console performance chart for the account
What was not working
The problem
A software company in a crowded category. It was shown in search every day and almost never clicked, because the pages it had did not match the specific questions buyers were asking.
- The site was shown in search daily and almost never clicked.
- It could not win the broad, crowded software terms.
- There were no pages for the specific questions buyers ask.
Where things stood before the work began
For the first eight months on the chart the impressions line is steady and the clicks line lies almost on the floor. The site was visible and nobody was choosing it.
What we found, and why we started there
The thinking
The broad terms were held by much larger sites, so the plan went after the long, technical searches instead. Mavix used AI-assisted research to map those questions and built pages for them at scale.
How we did it, step by step
- 1
A page structure for long, specific searches
Pages were planned and built in groups for the technical questions buyers type, starting around 31 January 2024.
- 2
Built at scale, on one template
The same structure was repeated across many topics, so new pages could be added without a rebuild each time.
What the numbers show
The result
326K
organic clicks in 16 months
326K clicks from 9.77M impressions over the 16 months. Daily clicks sit close to zero through 2023, start to lift in February 2024 and run in the low thousands by spring, with several sharp peaks.
From the work to the outcome
- Pages for specific buyer questions
- More searches matched
- 9.77M impressions
- 326K clicks
How to read this, and what it does not prove
About sixteen months of Search Console totals, 6 June 2023 to 26 September 2024. The total includes the eight months before the change. The bands and labels on the chart were added by Mavix.
Nearly all of the 326K clicks arrive after the change, but the total still covers both parts. Several peaks on the chart are single days and look like one page or one news moment, not a new level. Clicks are visits, not trials or customers, and no sign-up 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
Go after the questions, not the category
A small software company rarely wins the one-word terms. It can win the fifty exact questions around them.
Being shown is not being chosen
Steady impressions with no clicks means the wrong page is ranking, or no page fits the search.
Do not read a spike as a new level
Judge the line between the peaks. That is the traffic that will still be there next month.