Connecting screening services with employer searches

The website was appearing in search, but exposure was producing relatively few visits.

The supplied three-month Search Console summary recorded approximately 17,600 impressions and 96 clicks, with an average click-through rate of around 0.5%. That raised an important question: which searches were generating those impressions, and how well did the pages answer the needs behind them?

The business also needed to explain its verification services more directly. Employers researching a screening provider need to understand the services available and whether they fit their requirements before starting a conversation.

The project therefore considered both visibility and the information people encountered in search and on the website.

The work focused on the relationship between employer searches and the pages representing the company’s services.

Rather than treating every impression as equally valuable, the aim was to strengthen the connection between relevant search intent, page content and the service being offered.

Service-page targeting, technical priorities and content recommendations were considered together. Improving the wording of a page would have limited value if its subject remained too broad or important technical issues were left unaddressed.

Service-page work focused on making the verification offering more explicit.

The objective was to align important pages with the services employers were researching, giving each page a defined subject and a more direct explanation of the offering.

Titles, headings and descriptions formed part of that targeting work. Their role was to help prospective customers recognise the relevance of a page before and after clicking through.

Recommendations addressed how the core services were organised and explained.

Where distinct verification services needed their own coverage, the content structure had to make those differences understandable. Supporting information also needed to help employers assess the offering without relying on broad claims.

Technical SEO was considered alongside the content work.

The purpose was to identify issues requiring attention and establish priorities for the website. This kept the project focused on the site as a whole rather than assuming every visibility problem could be solved through copy changes.

Daily search impressions were more than 150% higher in the later snapshot.

The comparison uses two individual dates: 25 July and 20 October 2026. It shows that the website received more search impressions on the later date.

It does not establish a sustained increase throughout the period between those dates. A longer comparison is needed to assess the underlying trend and account for normal daily variation.

No increase in qualified leads or sales is attributed to this daily comparison.

Search exposure is most useful when it connects the right searches with relevant service information.

This project focused on that connection through page targeting, technical priorities and content recommendations. The later daily snapshot recorded greater exposure, while the longer-term performance trend requires a broader reporting comparison.