Ongoing SEO · Travel & food content site
+11% clicks on a travel site seen 14.8M times
An ongoing SEO engagement for a large travel and food content site. With search impressions holding steady, the site turned the same visibility into more visits, adding about 19,000 clicks in six months.
- 172K → 191K
- clicks, previous 6 months vs last 6 months
- 14.8M
- Google search impressions in 6 months
- 1.2% → 1.3%
- average click-through rate
- 8.9
- average position across all queries
The challenge
The site already had large search visibility: 14.7M Google impressions in the previous six months, at an average CTR of 1.2% and an average position of 9.0. The opportunity was to turn the same visibility into more visits.
What I did
Ongoing, month-to-month SEO work on a large travel and food content site, with performance tracked in Google Search Console against the previous period. Top queries are generic, non-branded searches such as local food and dessert topics.
Results: more visits from the same visibility
| Google Search Console | Previous 6 months | Last 6 months | Change |
|---|---|---|---|
| Clicks | 172K | 191K | +11% |
| Impressions | 14.7M | 14.8M | +0.7% |
| Average CTR | 1.2% | 1.3% | +0.1 pt |
| Average position | 9.0 | 8.9 | Slightly better |
Impressions stayed almost flat, so the gain came from earning more clicks per search result, not from a short-lived ranking spike.
Why it worked
Small change, big numbers
On nearly 15 million impressions, a 0.1-point CTR lift adds thousands of visits. That is where most of the 19,000 extra clicks came from.
Non-branded demand
Top queries are generic searches such as local food and dessert topics, so the traffic comes from search visibility, not people typing the site's name.
Top-10 visibility
An average position under 9 across thousands of queries means most of the site's pages sit on page one.
Ongoing, not one-off
The work continues month to month, with performance tracked in Search Console against the previous period.
What's next
Clicks peaked early in the period and have been flatter in the last two months, and impressions dipped around the same time. The next phase focuses on refreshing the pages that lost visibility and protecting the click-through gains.
Questions about this project
Where did the extra clicks come from?
Impressions stayed almost flat (14.7M to 14.8M), so most of the roughly 19,000 extra clicks came from a higher click-through rate, which rose from 1.2% to 1.3%.
Is this branded or non-branded traffic?
Mostly non-branded. Top queries are generic searches such as local food and dessert topics, not people typing the site's name.
Client and domain withheld. Figures from Google Search Console (web search), last 6 months compared with the previous 6 months, captured Nov 12, 2026.
