How CyberOptik took an HVAC provider from position 43 to position 17 and quadrupled click-through rate
The numbers, sourced from Google Search Console
Avg quarterly clicks
448
+37% growth
Click-through rate
0.32%
4x improvement
Avg search position
16.8
Improved 26 positions
The challenge
Position 43 is nowhere. That's page five of Google, which means the site was showing up in searches but never getting seen. The impressions were high because Google was matching the site against a wide range of loosely relevant queries, but nothing was ranking well enough to be clicked.
For a service business, ranking on page five is the same as not ranking at all. Every impression that doesn't convert is Google logging that people saw your listing and skipped it, which reinforces the bad ranking.
The strategy
Two moves. First, tighten the site's footprint so it's ranking for queries it can actually win. Second, work the on-page and content structure so those queries move up the results page fast.
We built out service-category pages, geographic service pages, and equipment-specific content (heat pumps, furnaces, AC install, maintenance plans). We de-emphasized queries the site couldn't defend and doubled down on the ones where local intent and service specifics gave us leverage.
The impression drop is intentional. We shed the queries that were dragging the average position down.
The results
| Metric | Before (Summer 2025) | After (Summer 2026) | Change |
|---|---|---|---|
| Clicks | 326 | 448 | +37% |
| Impressions | 407,568 | 139,140 | -66% |
| Avg search position | 43.1 | 16.8 | Improved 26 pos |
| CTR | 0.08% | 0.32% | 4x |
CTR going from 0.08% to 0.32% is the number to look at. That's a 4x improvement in how often people actually clicked when they saw the site. And they clicked more often because the site was suddenly showing up on page one and page two, not page five.
Fewer impressions, more clicks, better ranking. That's a healthier profile for a local service business. If you're ranking on page five for a lot of things, you're not ranking. Moving to page two for the queries that matter is worth ten times more than moving up two spots on page four for queries that don't.
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