SEO case study · The last 28 days against the 28 days before
55% more search clicks in 28 days for a skincare brand
The brand moved from page two onto page one. Impressions nearly doubled, clicks rose by more than half, and the next job is turning more of those impressions into visits.
1.54K
clicks, from 992
165K
impressions, from 91.9K
9.9
average position, from 12.5
Measured over
The last 28 days against the 28 days before
What to notice
The top row reads 1.54K clicks against 992 and 165K impressions against 91.9K. On the chart the solid lines for the last 28 days run above the dashed lines for the period before.
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Who the business is
A skincare and personal care brand that sells direct to customers online. It is not named here, so it is described by its trade and by what the screenshot shows.
Why marketing mattered
A skincare shopper compares several brands on one results page. Price, rating and a specific promise in the listing decide which one gets the click.
- Service
- SEO
- Sector
- Skincare brand selling direct, SEO
- Period measured
- The last 28 days against the 28 days before
- Figures from
- A Search Console performance screenshot for the account
What was not working
The problem
A skincare brand selling direct, sitting on page two for its category searches. Every category page used the same templated description, and product pages showed no price or rating in search.
- Every category page used the same templated description.
- Product pages had no product markup, so no price or star rating showed in search.
- Review and comparison sites ranked above the brand's own pages for some brand searches.
Where things stood before the work began
In the previous 28 days the site took 992 clicks from 91.9K impressions, at an average position of 12.5, which is page two.
- 992
- clicks in the previous 28 days
- 91.9K
- impressions
- 12.5
- average position
What we found, and why we started there
The thinking
The site was close to page one and its listings looked the same as each other. The plan was to make each listing specific, and to give Google the product data it needs to show price and rating.
How we did it, step by step
- 1
Category descriptions rewritten
Each now leads with the problem the product solves, includes something specific to the brand, and ends with the delivery offer. No two are the same.
- 2
Product markup on the top 85 products
Price, availability and review rating were marked up and validated before going live.
- 3
Content linked back to key pages
The top 12 content pages were linked to the homepage and the three best-selling categories.
What the numbers show
The result
+55%
organic clicks in 28 days
Clicks went from 992 to 1.54K against the previous 28 days and impressions from 91.9K to 165K. Average position moved from 12.5 to 9.9. Click-through rate fell from 1.1% to 0.9%.
| Measure | Before | After |
|---|---|---|
| Clicks | 992 | 1.54K |
| Impressions | 91.9K | 165K |
| Average position | 12.5 | 9.9 |
| Click-through rate | 1.1% | 0.9% |
From the work to the outcome
- Specific listings and product data
- Position 12.5 to 9.9
- 165K impressions
- 1.54K clicks
How to read this, and what it does not prove
A 28-day comparison from Search Console. Clicks, impressions and position improved. Click-through rate fell from 1.1% to 0.9%.
Twenty-eight days is a short window. Click-through rate fell, because impressions grew faster than clicks. The green and red labels on the screenshot were added to mark the two periods. Clicks are visits, not orders. The client is not named, so a reader cannot check the screenshot against the account. It is one account with no control group: it shows what happened alongside the work, and it cannot show how much of that the work caused.
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What you can take from this
Do not template your descriptions
If every category reads the same, none of them gives a reason to click.
Give Google your price and rating
Product markup is what lets a listing show stars and a price.
Watch the gap between impressions and clicks
When impressions grow faster than clicks, the listing is the next thing to improve.