How CyberOptik tightened a solar installer's search footprint and lifted CTR 43% on queries that actually convert
The numbers, sourced from Google Search Console
Avg quarterly clicks
304
Right-audience shift
Click-through rate
0.40%
+43% improvement
Avg search position
19.3
Improved 3.4 positions
The challenge
Solar is a search category with a lot of top-of-funnel curiosity traffic. "How do solar panels work", "are solar panels worth it", "solar tax credit" -- these get searched thousands of times a day, and they're extremely hard to convert into installation leads.
The site was catching a lot of that curiosity traffic. Great for impressions, terrible for the actual business, which is booked installations in a defined service area. We had to decide: chase volume, or chase leads.
The strategy
We chased leads. That meant deprioritizing the broad educational content and building out the local service pages, financing pages, and specific system-type pages that people search when they're actually ready to install.
We also tightened the on-page targeting so Google understood the site as a regional installer, not a national solar information resource. That change alone shed a lot of the low-intent impressions.
The results
| Metric | Before (Summer 2025) | After (Summer 2026) | Change |
|---|---|---|---|
| Clicks | 550 | 304 | -45% |
| Impressions | 197,514 | 75,973 | -62% |
| Avg search position | 22.6 | 19.3 | Improved 3.4 pos |
| CTR | 0.28% | 0.40% | +43% |
The click number is honest. But it's not the whole picture. When impressions drop 62% and clicks drop 45%, the audience is more efficient. And CTR went up 43%, which is Google telling us the queries the site now shows up for are better-matched to what visitors are looking for.
Solar is a long-consideration purchase. Fewer, higher-intent visitors from local queries beats more, lower-intent visitors from national queries every time. For high-consideration home services, click volume is a bad proxy for pipeline. A qualified visitor from a "solar installer [city]" search is worth twenty visitors from "how do solar panels work". This case study is the shape of that tradeoff.
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