FleaMail

FleaMail sells a subscription, so search matters twice: once to find the customer, and again because the articles that rank are how new pet owners discover the product at all. The site had a large library of articles about fleas, ticks, worms and pet health, and a Google presence that did not reflect it. Across the whole site the average position was 37.7 — page four, where almost nobody looks.

The shape of the demand made that expensive. Australian pet owners search generic questions — which treatment, how often, what a tick bite looks like — far more than they search a brand. Branded searches for FleaMail account for roughly 35–40% of search traffic; the other 60–65% arrives through generic queries. A site that ranks on page four for those queries is invisible to exactly the customers it has not met yet.

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.