FleaMail

Search for FleaMail, Australia's vet-customised flea, tick and worm subscription. Over six months, Google impressions rose 86.7% to 693K and the average position moved from 37.7 to 10.6 — from page four to page one. Clicks grew more slowly, and the report says why.

Headline result

37.7 → 10.6

average Google position, page 4 to page 1

The diagnosis

A large library of pet-health articles, ranking on page four on average — invisible to the customers who search generic questions.

The work

The engagement worked on the three things the report measures. The technical layer, so Google can crawl and understand the site — its health score now stands at 83. Keyword coverage, so the pages answer the questions Australians actually search — the site now ranks for 1,678 organic keywords. And authority, so those pages are trusted enough to rank — 1,454 backlinks, a domain rating of 19 and a domain authority of 15, with a spam score of 1%.

Comparing the last six months with the six before, from Search Console: impressions rose from 371K to 693K, up 86.7%, and the average position improved from 37.7 to 10.6. That is the site moving from page four to page one on average across everything it ranks for, and most of the growth came from non-branded queries — new customers rather than existing ones.

Clicks rose 4.9%, from 3.43K to 3.6K, and the average click-through rate fell from 0.9% to 0.5%. We would rather say that plainly than bury it. A site that suddenly appears for many more searches — many of them broad, informational and at the edge of page one — collects impressions much faster than clicks. Visibility comes first; turning it into visits is the next piece of work, and it is a specific one: rewriting the titles and descriptions of pages that already rank so that more of the people who see them click.

Creative pipeline