About the project
The client is a B2B company in Morocco that I worked with as a freelance consultant. Its pages were built and online, but they brought almost no traffic. The homepage appeared in Google, with about 4,330 impressions over three months, but it ranked too low and its search result was not convincing enough to earn clicks.
The challenge
The goal was to bring more qualified visitors without creating new pages. Search Console showed why the pages were not working: they were not targeting the right keywords.
The wrong keywords
Search Console data showed the pages were aimed at keywords that did not match what their potential clients searched for.
Ranked too low
The homepage's average position was 34.2, on the fourth page of results, where very few people look.
A search result people did not click
The click-through rate was 0.7%: out of every 1,000 times the page appeared, about 7 people clicked.
What I did
Search Console analysis
I listed the pages and keywords with high impressions but poor positions: the searches where Google already showed the site but did not rank it well.
Keyword and competitor research
Using Google Keyword Planner, Semrush and other tools, and by studying the competitors that ranked, I chose the keywords each page should target.
Titles and descriptions rewritten
I rewrote the meta titles and descriptions to match search intent, so the result in Google gives people a reason to click.
Content, internal links and schema
I made the pages clearer, strengthened the internal links and added schema markup so Google understands the business and its pages.
Before and after
| Metric | Before | After |
|---|---|---|
| Total Clicks | 32 | 74 (+131%) |
| Impressions | 4.33K | 4.49K (+3.7%) |
| Avg CTR | 0.7% | 1.6% (+128%) |
| Avg Position | 34.2 | 14.1 (Top 15) |
Screenshots
What a similar business can take from this
- Impressions barely moved (+3.7%), but clicks more than doubled. The growth came from ranking higher and from a better search result, not from more visibility.
- Before creating new pages, check the ones you have. Pages that already get impressions are often the fastest win.
- The title and description are your ad in Google. Rewriting them around what people search for is one of the cheapest ways to raise clicks.