Client Case Study

Care N Tidy SEO Case Study

From Near-Zero Visibility to 182K Impressions

Cleaning services, United Kingdom

Two six-month windows, August 2025 to August 2026

Care N Tidy provides professional domestic and office cleaning in the United Kingdom. The service quality was strong; the online visibility was not, so local customers searching for cleaning services were finding competitors first. This case is the local SEO work that changed that, read through two consecutive six-month windows of Google Search Console.

The figures are published with the screen by our founder on nizamuddeen.com: 11.1K to 182K impressions, average position 46.5 to 28. This page keeps the numbers and tells the story in ORM’s words.

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The Numbers at a Glance

Google Search Console, two consecutive six-month windows. The second picks up exactly where the first ends.

182K Impressions

February to August 2026, from 11.1K in the six months before.

1.33K Clicks

Second window, from 471 in the first. Clicks nearly tripled while reach grew far faster.

Position 28

Average position in the second window, from 46.5. This is the number to watch.

16x Reach

Impression growth between the two windows, without any paid traffic in the mix.

4.2% to 0.7%

Click-through fell as reach exploded. Expected at this stage, and explained below.

Map Pack

The business moved into the local pack for its core cleaning keywords.

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What It Shows

What This Case Shows

A cleaning company lives or dies on local search: the map pack, the profile, the reviews and the service-area pages. This case shows what consistent local signals do over a year, and how to read the numbers while they are still moving.

Reach arrives first. Impressions grew sixteen times between the windows because the site began appearing for far more queries.
Positions follow reach. Average position moved from 46.5 to 28, and clicks follow position.
Click-through falls before it rises. Most of the new queries still rank below the top of page one, so impressions multiplied faster than clicks.
The profile and the pages must agree. Google Business Profile, citations and on-page signals were all pointed at the same service areas.
Reviews are a ranking and a conversion asset at once. A review strategy was part of the work, not an afterthought.

The Company and the Problem

Care N Tidy cleans homes and offices. Its customers search locally, compare the map results, read the reviews and call. The company was doing good work, and almost nobody searching for a cleaner could see it.

Domestic and office cleaning across its service areas in the United Kingdom
Strong service quality and satisfied customers, so the business was not the weak point
Limited online visibility: competitors were found first for the core searches
Little presence in the map pack, where cleaning customers actually choose
A starting average position of 46.5, page five of the results

For a local service business that starting line means the phone rings for the competitor. The job was to change who gets found first.

The First Six Months

The first window runs from August 2025 to February 2026 and is the baseline everything is measured against.

11.1K impressions across the six months
471 clicks, a 4.2% click-through rate
Average position 46.5
A high click-through on a small reach, which is typical when a site is seen mostly for its own name
The work started inside this window, so its end is where the change begins

A 4.2% click-through sounds healthy until you see the reach behind it. People who already knew the company clicked; people searching for a cleaner did not see it.

The Local SEO Work

Four strands of local SEO, run together so the signals agree with each other:

Local SEO and Google Business Profile optimisation, so the profile describes the services and areas the way customers search for them
Citation building for consistent local signals: the same name, address and phone number wherever the business is listed
A review strategy to build trust and conversions, asking satisfied customers at the right moment
On-page local signals across the service areas, so each area the company serves has a page that says so
No paid campaigns, so the Search Console figures are organic only

The result on the profile side was presence in the local pack for the core cleaning keywords. The result on the search side is in the next section.

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The Evidence: Two Six-Month Windows

The screen beside this section is Google Search Console for two consecutive six-month windows, so the second starts where the first ends.

August 2025 to February 2026: 11.1K impressions, 471 clicks, 4.2% CTR, average position 46.5
February 2026 to August 2026: 182K impressions, 1.33K clicks, 0.7% CTR, average position 28
Impressions grew sixteen times
Clicks nearly tripled
Average position improved by eighteen and a half places

Two windows of equal length, back to back, from the same property. That is the fairest comparison Search Console allows, and it is the one we publish.

Why Click-Through Fell While Reach Rose

Click-through fell from 4.2% to 0.7% across the two windows. That is expected at this stage, and it is worth understanding rather than hiding.

The site began appearing for far more queries than before
Most of those new queries still rank below the top of page one
So impressions multiplied faster than clicks, and the ratio fell
The first window’s 4.2% was a small reach made mostly of people who already knew the name
Clicks still nearly tripled in absolute terms, which is what customers feel

A falling click-through rate on a sixteen-fold reach is not a problem to fix. It is the middle of the sequence: reach, then positions, then clicks.

Position Is the Number to Watch

Average position moving from 46.5 to 28 is the figure that predicts the next window, because clicks follow position. The work from here is to keep moving it.

Keep the profile, citations and pages consistent as the service areas grow
Keep asking for reviews, because they lift both the map pack and the conversion rate
Add the service-area and service pages that the new queries show demand for
Watch position per query group, not only the average, so the winners are obvious
Report enquiries beside impressions, so the client sees when reach becomes work

If customers are finding your competitors first, the method is on our Local SEO service page. It is the same work in Multan as in Manchester.

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We are here to answer all your questions

Questions about this case study.

Why did click-through fall if the work was succeeding?

Because the site went from being seen for a few queries, mostly its own name, to being seen for a great many, most of which do not yet rank at the top of page one. Impressions grew sixteen times; clicks nearly tripled. The ratio fell while the absolute numbers rose.

What is the map pack, and did the company get into it?

The block of three map results Google shows for local searches. Presence there for the core cleaning keywords was the profile-side result of the work: a profile that describes the right services and areas, consistent citations and a steady flow of reviews.

Is average position 28 good?

It is good movement: eighteen and a half places in six months, across a far larger set of queries than before. It is not the destination. The next windows should show it moving into page two and then page one on the service and area queries, with clicks following.

Would this work for a cleaning company in Pakistan?

Yes. Local search works the same way in Lahore or Karachi: the map pack, the profile, the reviews and the area pages decide who gets the call. The competition is usually thinner, so movement tends to come sooner. Our Local SEO service page covers the method.

Did paid ads contribute to these numbers?

No. The figures are Google Search Console, which records organic search only. No paid campaign is mixed into either window.

Where do these figures come from?

Google Search Console for the client’s site, two consecutive six-month windows from August 2025 to August 2026, published with the screenshot by our founder at nizamuddeen.com. Same figures here, ORM’s wording.

Care N Tidy SEO Case Study

Nizam Ud Deen