Nine projects. Real Search Console numbers.
Client names are confidential. The verticals, the approach, and every metric are real and taken directly from Google Search Console. Filter by the kind of problem, sort by the number you care about, and compare them side by side.
*Sum of the 16-month totals currently shown. The year-over-year education study covers a different window, so it is left out of the sums.
No case study matches that filter.
Scale and efficiency, side by side.
Volume shows how much search demand a site captured. Efficiency shows how well it turns impressions into clicks at a given average position. Hover, tap, or focus a mark for the exact figures.
Log scale: each gridline is 10× the one below it, so the largest and smallest projects fit on one chart. Case 06 is a three-month year-over-year comparison, so it is not plotted here.
Further left is better: position 1 is the top of page one. Higher is a larger share of impressions turned into clicks. Case 06 uses its current-period values.
What each metric means.
All figures come from Google Search Console’s Performance report for organic web search.
Clicks
How many times a searcher clicked through to the site from Google Search results. This is the closest Search Console gets to “visits from Google”, but it is not the same as sessions in analytics.
Impressions
How many times a link to the site appeared in results a searcher saw. Impressions measure visibility, not traffic—a site can have huge impressions and few clicks.
Average CTR
Click-through rate: clicks divided by impressions. It depends heavily on position, the type of query, and how much of the answer Google shows directly in the results.
Average position
The average ranking of the site’s highest result across all impressions, where 1 is the top of page one. Large sites ranking for many long-tail queries usually have a higher (worse-looking) average than small, focused sites.
Why a 16-month window?
Sixteen months is the longest period Search Console shows in its Performance report, so it captures the fullest history available for each project.
Have a site that looks like one of these?
Recovery, scale, a new launch, or steady growth—tell me which one sounds like yours.