Case study · Brimco · Business research
Brimco. 2.29M search impressions.
From almost no search visibility in August 2022 to 2.29 million impressions and 42,500 clicks by November 2023, through content built around how business buyers search.
The result
Search visibility grew from almost nothing to 2.29 million impressions.
Google Search Console, 23 August 2022 to early November 2023.
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2.29M
Search impressions
Times Brimco appeared in Google results.Google Search Console, Brimco property, 23 Aug 2022 to early Nov 2023
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42.5K
Clicks from search
Visitors who arrived because they were searching for what Brimco knows.Google Search Console, Brimco property, same period
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1.9%
Average click-through rate
The share of impressions that became a visit.Google Search Console, Brimco property, same period
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20.1
Average position
Across every query the site appeared for, which is page two on average.Google Search Console, Brimco property, same period
The start
Strong research. Almost nobody finding it.
Brimco publishes business research across industries. In August 2022 very little of it was reaching readers through Google, and its findings were overshadowed in search results.
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Traffic
Few visitors arrived from search.
Organic traffic was low for a research business of this standing.
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Engagement
Reports were not being read in depth.
Visitors who did arrive stayed briefly.
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Leads
Capturing the right enquiries was hard.
Too few visitors became leads worth nurturing.
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Rankings
The site sat outside the searches that mattered.
Poor rankings made the research hard to discover.
The method
We built the content around how business buyers search.
One system ran the whole period: research into what buyers look for, content written to answer it, and a loop that fed the results back in.
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Audience
Personas for the people who buy research
Detailed profiles of the businesses and professionals who need it.
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Keywords
Search terms the research community uses
Keyword research set the topics before any article was written.
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On-page
Pages built for readers and for search
Structure, titles and schema markup written around intent.
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Nurture
Workflows that follow the first visit
Lead nurturing guided visitors toward Brimco's wider research.
The work
A steady publishing rhythm kept the curve climbing.
Search Console shows no single spike behind the total. Impressions and clicks rose week after week across the whole period.
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Publishing
Research summaries, articles and reports
Regular releases that put Brimco's industry insight in front of searchers.
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Social
Findings shared where researchers already are
Social posts carried each release to new readers.
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Email
Segmented campaigns for new research
Subscribers heard about new findings as they were published.
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Optimisation
Performance evidence set the next topic
Rankings and clicks decided what to expand and what to update.
The outcome
Brimco's research now appears in Google search 2.29 million times, and 42,500 visitors have clicked through.
42.5K clicks. Readers who found Brimco because they were searching for it.
Steady growth. The curve rose across the whole period, not in one spike.
Selected work
The same system. Built for three different markets.
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1.9x
booking enquiries
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