SEO case study · 27 June 2024 to late December 2024
A martial arts academy went from near-zero search clicks to about 65 a day
Search brought the academy almost nothing all summer. From October 2024 pages were built for each class and for the local area, and visits began to arrive.
101K
impressions
1.8%
click-through rate
30.9
average position
Measured over
27 June 2024 to late December 2024
What to notice
The top row gives 1.81K clicks, 101K impressions, 1.8% click-through rate and an average position of 30.9. Under the first band the lines lie flat. Under the second they rise from mid November and jump in mid December.
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Who the business is
A martial arts school serving one city. It is not named here, so it is described by its trade and by what the chart shows.
Why marketing mattered
Parents and adults look for a class by type and by distance. An academy with no page for "kids karate" in its own area is not on their list.
- Service
- SEO
- Sector
- Martial arts academy, local SEO
- Period measured
- 27 June 2024 to late December 2024
- Figures from
- A Search Console performance chart for the account
What was not working
The problem
A martial arts academy that was all but invisible in search through the summer of 2024. With so little visibility it could not count on search for trial sign-ups.
- Search clicks were close to zero for three months.
- The academy could not rely on search for trial sign-ups.
- There was little on the site for individual classes or the local area.
Where things stood before the work began
July, August and September 2024 are almost a flat line at the bottom of the chart. There was a short burst at the very start, and then nothing.
What we found, and why we started there
The thinking
People search for a specific class near them, so the work was to give each class and each local area something to land on. Mavix used AI-assisted research to find those class and area searches and built for them.
How we did it, step by step
- 1
A page for each class
Each class type got its own page written for the way people search for it, from around 1 October 2024.
- 2
Built for the local area
The pages were tied to the neighbourhoods the academy draws from, so they could appear in nearby searches.
What the numbers show
The result
1.81K
organic clicks in six months
1.81K clicks from 101K impressions at an average position of 30.9. Clicks are close to zero from July to September, pick up after 1 October 2024 and reach about 65 a day at the end of the chart.
From the work to the outcome
- A page per class and area
- Shown in nearby searches
- 101K impressions
- 1.81K clicks
How to read this, and what it does not prove
About six months of Search Console totals from 27 June 2024. The position is an average across a summer with almost no visibility. The bands and labels on the chart were added by Mavix.
The average position of 30.9 is still on page three or four on average, held down by the summer months. The steepest part of the rise is the last two weeks on the chart, which is too short to call a level. Clicks are visits, not trial sign-ups, 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
Name the class and the place
"Martial arts" is too broad. "Kids jiu-jitsu classes" in a named area is a search a local school can win.
Wait before calling a jump a level
The last two weeks are the best on the chart. Another month will show whether they hold.
Measure trial sign-ups
The purpose of the visits is a booked trial class. That is the number to report next.