Case study / 3 months of Search Console data

SEO case study: a Melbourne custom home builder

An established custom home builder based in Melbourne. Over a three month window, search delivered 5.46k clicks from 612k impressions, with the builder holding an average position of 2.0 on its single most valuable term.

5.46k

Clicks

612k

Impressions

0.9%

Average CTR

9.4

Average position

Source: client Google Search Console, web search, 9 April 2026 to 8 July 2026

How to read this. Every figure on this page is taken directly from this client's Google Search Console property for the window stated, and nothing has been rounded up or projected. The client is anonymised at their request. Search Console measures clicks and impressions, not enquiries or contracts signed, so no enquiry or revenue figure is claimed here. Past performance on one builder's site is not a guarantee of the same outcome on yours.

Top queries

The exact terms producing the clicks.

Google Search Console, top queries by clicks
Query	Clicks	Impressions	Avg position
custom home builder melbourne	1,133	75,783	2.0
home builders sydney	950	231,956	4.3

The core term is won, not rented

The builder averages position 2.0 for custom home builder melbourne, the exact phrase someone types when they have decided to build and are choosing who builds it. That single query produced 1,133 clicks from 75,783 impressions in the window. No cost per click, no bidding against volume competitors, and the position holds whether or not an ad budget is running that month.

Reach extends past the home market

The second highest earning term is home builders sydney at average position 4.3, producing 950 clicks from 231,956 impressions. A Melbourne builder ranking top five for a Sydney term is the compounding effect described on the services page: authority earned in one market carries into the next, so expansion does not restart from zero.

What the low CTR actually tells us

Site wide CTR reads 0.9% against an average position of 9.4. That is not a failure, it is the shape of a site whose impressions are spread across a long tail of research phase queries that rank on page one or two but are not yet clicked. Those impressions are the raw material for the next phase of work. The two terms above show what happens when a query is pushed into the top five: CTR on them is many multiples of the site average.

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