CASE STUDY: ANONYMISED CLIENT DATA
Climbing Google, month by month.
Real Google Search Console and Google Analytics 4 figures from a UK accident support company. The client is anonymised and shared with their permission.
The results at a glance.
Search Console covers 4 June 2025 to 3 October 2026. Analytics covers 5 October 2025 to 4 October 2026.
average Google position
June–August 2025 vs 1 Sep–3 Oct 2026more clicks per quarter
401 (Jun–Aug 2025) to 549 (Jun–Aug 2026)clicks from Google search
Search Console, 16 monthsof tracked conversions came from organic search
Analytics, 104 of 123 key eventsRankings and clicks, over time.
These charts are rebuilt from the client's Google Search Console monthly totals for web search. They are not screenshots. June 2025 starts on 4 June, and 1 to 3 October 2026 is left out because it is a part month.
What we can see
- Average position moved from about 61 to about 28, so on average the site went from page seven of Google to page three. That is a big move, but the site is still not on page one on average, so there is room to grow.
- Most of the improvement happened between August and November 2025, when the average position went from 61 to 41. It then kept improving more slowly.
- Clicks grew more slowly than rankings: 401 in the first quarter, 549 in the most recent full quarter (+37%). September 2026 was the best month so far at 257 clicks.
- Searches for the company's own name account for at least a third of all clicks (about 36% in the top queries). The rest come from other searches.
Where the visits came from.
Google Analytics 4, traffic acquisition report: sessions by default channel group, 5 October 2025 to 4 October 2026. Figures are as reported by GA4.
| Channel | Sessions | Share of sessions | Engagement rate | Key events |
|---|---|---|---|---|
| Direct | 4,740 | 36.7% | 19.2% | 8 |
| Paid Social | 3,516 | 27.2% | 3.7% | 0 |
| Organic Search | 3,135 | 24.3% | 53.0% | 104 |
| Referral | 1,380 | 10.7% | 30.0% | 10 |
| AI Assistant | 94 | 0.7% | 79.8% | 1 |
| All channels | 12,917 | 100% | 24.7% | 123 |
Smaller channels (organic social, unassigned, organic shopping) are not shown, and GA4's channel rows do not always add up exactly to its reported total.
What we can see
- Organic search brought in 24.3% of sessions but 104 of the 123 tracked conversions (key events), which is 84.5%. Visitors from organic search were also far more engaged than visitors from direct (53.0% against 19.2%).
- Paid social sent 3,516 sessions, 27.2% of the total, with an engagement rate of 3.7% and no key events. We show it so the full picture is visible. It is a separate channel from SEO.
- AI assistants sent only 94 sessions, but those visitors were the most engaged of any channel at 79.8%, with an average of over three minutes per session. The sample is small, so treat it as a direction rather than a rule.
- Key events are the conversion actions set up in the client's GA4. We do not say here what they are, to keep the client anonymous.
How to read this case study.
- This is one client. Results depend on the market, the competition and where a site starts, so yours will differ.
- All figures come from Google Search Console and Google Analytics 4 and are shown as reported. They have not been independently audited.
- No revenue figure is shown for this client.
- The click-through rate is low at about 0.2%, because much of the impression volume comes from broad searches where the site ranks below page one. Impressions measure visibility, not demand.
- Search traffic is also affected by seasonality and Google updates, not only by SEO work.
More case studies.
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