The brief
I monitored SEO for an Australian listed investment manager, where organic search mainly supports investor and adviser research.
Year on year, impressions grew 158% while clicks held steady at about 41K over three months. The site recorded 274K clicks in the 16 months to February 2024, mostly from brand searches.
What made it hard
- Most traffic came from brand searches.
- Turning new non-brand impressions into clicks.
How I approached it
- Health checks and content recommendations for fund and insight pages.
The numbers
| Metric | Value | Source and period |
|---|---|---|
| Clicks (3 months) | 40.9K → 41.2K (flat, +1%) | GSC; last 3 months 2025 vs same period 2024 |
| Impressions (3 months) | 1.12M → 2.89M (+158%) | GSC; last 3 months 2025 vs same period 2024 |
| Clicks (16 months) | 274K | GSC, 16 months to Feb 2024 |
How I work on projects like this
This project sits in my SEO Lead work, in Finance and investment.
SEO Lead Expert level
What I do. Led SEO from keyword research to content, technical fixes and link building; planned site structures for new sites.
How I work. Audit, keyword map by intent, page plan, content calendar, internal links, outreach, monthly tool-sourced reporting.
Track record. Bajaj 9.1K → 53.8K; Cyanergy 69 → 5,304; Lead Academy 4,131 → 59,176; US auto-repair 6.7K → 34.3K; tutoring startup 52 subject pages.