Industry: Boiler Installation and Heating
Target Market: United Kingdom
Project Type: Organic SEO and Performance Recovery
Website: Boiler Hut
Project Overview
Boiler Hut is a boiler installation and heating-related business targeting customers in the United Kingdom. The objective of this SEO project was to improve organic search visibility, target relevant UK search queries, and monitor website performance following a decline associated with a Google core update.
My portfolio documents SEO work on this project, including keyword targeting, organic search performance monitoring, and evaluation of the website’s recovery through Google Search Console and Google Analytics.
The SEO Challenge
The website experienced a decline in organic search performance following a Google core update. This created a need to review the site’s search visibility and identify opportunities to improve its performance.
The main project objectives were to:
- Improve organic visibility in the UK search market.
- Monitor changes in organic clicks, impressions, and average search position.
- Target relevant search queries related to boiler installation.
- Evaluate performance following the observed decline.
- Track website activity and user engagement using Google Analytics.
SEO Strategy and Work Performed
1. UK-Focused Keyword Targeting
The project focused on improving organic visibility for the UK market.
Keyword targeting was part of the documented SEO work, with the objective of aligning the website with relevant search queries in the boiler installation niche.
2. Organic Search Performance Analysis
Google Search Console was used to evaluate the website’s organic search performance.
The analysis included:
- Total organic clicks
- Total search impressions
- Average click-through rate (CTR)
- Average search position
These metrics helped document the decline and monitor subsequent performance changes.
3. SEO Optimization and Recovery Monitoring
The portfolio describes ongoing SEO work following the decline associated with the Google core update.
Performance was monitored through subsequent reporting periods to evaluate changes in search visibility and organic traffic.
The available screenshots document a later improvement in clicks and impressions compared with the earlier reporting snapshot.
4. Google Analytics Monitoring
Google Analytics screenshots were also included to monitor website activity over different reporting periods.
The documented metrics included active users, new users, event counts, and purchases. These figures provide additional context about website activity, although they do not independently establish how much activity was generated by organic search.
Results and Performance
The following figures are taken from the Google Search Console screenshots in the original portfolio.
| Reporting snapshot | Organic clicks | Impressions | Average CTR | Average position |
|---|---|---|---|---|
| Earlier snapshot | 5.96K | 854K | 0.7% | 31.2 |
| Later snapshot | 10.5K | 1.11M | 0.9% | 26.3 |
| Last 3 months snapshot | 37.1K | 3.65M | 1.0% | 25.1 |
These are separate reporting snapshots shown in the portfolio, not necessarily equivalent date ranges. They should not be treated as a controlled before-and-after comparison without confirming the exact dates and filters.
What the Data Shows
Organic clicks: The later screenshots show higher click totals than the earlier snapshot.
Search impressions: The recorded impressions increased across the displayed snapshots, indicating greater search-result visibility during those reporting periods.
Click-through rate: The reported CTR moved from 0.7% in the earlier snapshot to 0.9% and 1.0% in the later screenshots.
Average search position: The displayed average position improved from 31.2 to 26.3 and then 25.1. Since a lower numerical position generally indicates a higher ranking, this represents an improvement in the reported average position.
The screenshots provide evidence of improved metrics in the displayed periods. They do not, by themselves, establish that SEO work was the sole cause of every change.
Google Analytics Results
The portfolio also includes Google Analytics screenshots with the following figures.
| Metric | Last 28 days screenshot | Last 90 days screenshot |
|---|---|---|
| Active users | 15K | 46K |
| Event count | 103K | 320K |
| New users | 14K | 44K |
| Purchases | 4 | 6 |
These figures represent different reporting windows. They provide context about website activity during those periods and should not be interpreted as SEO-only traffic or as proof that organic search generated the reported purchases.
Tools Used
Google Search Console: Used to monitor organic clicks, impressions, CTR, and average search position.
Google Analytics: Used to review active users, new users, events, and purchase metrics.
Key Takeaways
The Boiler Hut project demonstrates the importance of monitoring organic search performance when a website experiences a decline following a Google core update.
The documented screenshots show changes in clicks, impressions, CTR, and average position across multiple reporting snapshots. Google Analytics data provides additional context about website activity during the measured periods.
Continued monitoring and targeted optimization are important for evaluating performance and identifying further opportunities in a competitive UK search market.
Need Help Improving Your Organic Search Performance?
I help businesses assess their SEO performance, identify keyword opportunities, improve website visibility, and monitor progress using search analytics.
If your website has experienced declining rankings or you want to strengthen your organic search presence, get in touch to discuss your SEO goals.
Contact Majid Ayoub — Independent SEO Specialist
Website: https://majidyoub.tech/