From page two to page one, for a luxury London chauffeur company.

What we can see

• Clicks rose every month from January to June, from 200 to 2,767. July came in at 2,477.
• Organic visits in Analytics rose from 113 a month in January to 1,250 in June, so the extra clicks turned into real sessions on the site.
• Average position moved from 20.2 to 8.8 over the same period. That is the move from the bottom of page two to the bottom of page one.

What we can see

• Search traffic was close to zero until late 2025, then rose steadily through the first half of 2026.
• Daily clicks peaked at roughly 120. Since the peak, traffic has settled lower but is still far above where it started.
• Across the whole 16 months the site had 15.1k clicks and 3.27m impressions, at an average position of 9.2.

• On page two of Google, with about 200 clicks a month in January 2026.
• Only two of London’s five main airports had route pages at all.
• The footer, on every page, linked visitors to other companies’ websites and not once to booking.
• Published prices did not always match what the booking system charged.
• Google was flagging structured data errors, and old addresses were serving duplicate copies of the homepage.
• No reliable way to tell which pages led to bookings.

• Some of the highest-impression pages on the site today are guides and flight pages that we built or rebuilt. In the three months to 15 September 2026 the biggest three each had more than 130,000 impressions.
• The five London City guides earned more clicks in their first 11 days than all 76 London City route pages combined, which shows how much demand sits in informational searches.

What we can see

• Organic search is the biggest source of visits at 62.6% of sessions. It is also the best-engaged large channel, at 63.4% engagement against 27.5% for direct traffic.
• Organic visitors complete a tracked action (a GA4 key event) in 19.2% of sessions, almost double the rate for direct visitors.
• AI assistants such as ChatGPT sent only 185 sessions, but those visitors had the highest key event rate of any channel at 38.9%. The sample is small, so treat it as a direction rather than a rule. It does suggest AI referrals are early but high-intent.

• 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.
• Work began in 2025. January 2026 is a comparison point partway through the engagement, not a pre-engagement baseline.
• Bookings and revenue come from the client’s online store records. The Analytics data shown here was not set up to track revenue, so the two cannot be cross-checked.
• Much of the impression volume comes from broad informational searches, so the overall click-through rate is low at 0.5%. Impressions measure visibility, not demand.
• Search traffic is also affected by seasonality and Google updates, not only by SEO work.