Introduction

Search Engine Optimization (SEO) is vital for enhancing a website’s visibility on Google. In this case study, we analyze the performance data of a website over six months using Google Search Console (GSC). The focus will be on traffic trends, impressions, click-through rate (CTR), and ranking position.

Overview of the Data

Website 1:

• Total Clicks: 107K

• Total Impressions: 1.31M

• Average CTR: 8.2%

• Average Position: 16.3

• Data Range: Last 6 months

Website 2:

• Total Clicks: 23.6K

• Total Impressions: 1.04M

• Average CTR: 2.3%

• Average Position: 6.5

• Data Range: Last 6 months

Performance Analysis

1. Growth in Clicks and Impressions

Both websites have experienced a significant increase in impressions and clicks. However, Website 1 has a higher CTR, while Website 2 has a better ranking position. The rise in traffic suggests effective SEO strategies such as:

• Content updates and keyword optimization.

• Enhanced on-page SEO with better meta descriptions and title tags.

• Improved Google indexing and crawling through sitemap updates.

2. CTR Analysis

Website 1 has a CTR of 8.2%, significantly outperforming Website 2’s 2.3% CTR. This suggests that Website 1’s content is more compelling and relevant to users’ search queries. Possible contributing factors include:

• More attractive search snippets using structured data.

• Better keyword targeting and user intent alignment.

• Stronger brand recognition and engagement.

3. Ranking Position and SEO Improvements

Website 2 has an average ranking position of 6.5, much better than Website 1’s 16.3. This indicates that Website 2 is ranking for competitive keywords on the first page, but it still struggles with engagement (low CTR). To improve both ranking and CTR, recommended actions include:

• Strengthening backlink profiles for Website 1.

• Enhancing internal linking structures for both sites.

• Updating older content with fresh insights.

• Focusing on long-tail keywords for better conversion.

Key Takeaways and Action Plan

To enhance and sustain SEO performance for both websites, the following strategies should be implemented:

• Content Optimization: Regular updates with high-quality, intent-driven content.

• Technical SEO Improvements: Faster page load times, mobile-friendly design, and structured data markup.

• Link Building: High-quality backlinks to increase domain authority.

• Keyword Strategy: Leveraging search intent and optimizing for user-friendly keywords.

• User Experience Enhancement: Better site navigation and engagement metrics to reduce bounce rates.

Conclusion

Both websites have shown strong performance trends, but there are different areas of improvement. Website 1 needs to focus on improving rankings, while Website 2 needs to increase engagement and CTR. Implementing a well-rounded SEO strategy will help both sites achieve sustained growth, better rankings, and higher organic traffic. The outlined action plan will ensure long-term success in search visibility and audience reach.