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Local SEO That Took a Career-Counselling Startup From Map Rank 20 to 1.4

SEO and local SEO for a career-counselling startup expanding into new cities: indexing fixes, site structure, content and backlinks that took its average map rank from 20.2 to 1.4.

Keywordcareer counselling near meGrid Size: 5x5 (Grid Points: 25)Spacing: 500 MetersCompare Maps
28th Jan 2022Average Map Rank20.2
20+20+20+20+20+20+20+2020+20+20+20320+20+20+20+20+20+20+20+20+20+20+20++−GoogleMap data ©2022 Google · Terms
3rd May 2022Average Map Rank1.4
2111311112111112111232112+−GoogleMap data ©2022 Google · Terms
1–34–1011–20+
Client
CareerNaksha
Location
India
Sector
Education
Built with
Google Search ConsoleGoogle Analytics
average map rank
20.2 → 1.4average map rank
high-ranking grid points (from 1)
25/25high-ranking grid points (from 1)
organic traffic
+300%organic traffic
session bookings, month on month
+72%session bookings, month on month

01 · About the client

CareerNaksha is a career-counselling startup offering psychometric career tests and counselling for school students, graduates and professionals, online and offline across India. As a newer brand, it was up against competitors that had been in the market longer with more resources, and it was rolling out into several new cities at once.

02 · The problem

  • 01

    Older, better-funded competitors.

    Established brands dominated the searches CareerNaksha needed to win.

  • 02

    Not built for SEO.

    The site was originally developed without SEO best practices.

  • 03

    A site change that cost traffic.

    A change in early 2022 altered the URL structure and slowed organic traffic.

  • 04

    New cities, new competitors.

    Each new city page needed local traffic, and each city had different local competitors.

03 · Our solution

We began with an SEO audit, which traced the drop in traffic to indexing issues caused by the URL structure change. We improved site flow and link structure for crawlability and user experience, researched high-potential keywords for each city, and optimised pages for better click-through rates. A content strategy produced engaging content on and off the site, and high-quality backlinks raised domain authority. Effort split across competitor analysis (23.1%), analytics monitoring (20%), backlinks (18.5%), site speed (15.4%), technical fixes (12.3%) and user experience (10.8%), with A/B testing along the way.

04 · What we built

  • Indexing recovery

    Indexing issues from the URL change identified and fixed.

  • Site flow and link structure

    Rebuilt for crawlability and a better user experience.

  • City-by-city keyword targeting

    High-potential keywords for each new city page.

  • On-page optimisation

    Titles and pages tuned for higher click-through rates.

  • Content and backlinks

    Engaging content on and off the site, and high-quality backlinks.

Expanding to new cities? Let's get you found in each one.

05 · Challenges we solved

  1. 1

    A hidden cause

    The traffic drop came from indexing issues after a URL change, not from content.

  2. 2

    Many local markets

    Every new city had its own local competitors, so each city page needed its own plan.

  3. 3

    A young domain

    Competing with established brands meant building domain authority from a lower base.

06 · Our approach

  1. Step 1

    01 Audit

    SEO audit that identified indexing issues from the URL structure change.

  2. Step 2

    02 Structure

    Improved site flow and link structure for crawlability and user experience.

  3. Step 3

    03 Keywords

    Keyword research for high-potential targets.

  4. Step 4

    04 On-page

    On-page optimisation for better click-through rates.

  5. Step 5

    05 Content

    A content strategy for engaging content on and off the site.

  6. Step 6

    06 Authority

    High-quality backlinks for higher domain authority.

07 · Results

Between 28 January and 3 May 2022, CareerNaksha's average map rank moved from 20.2 to 1.4, and all 25 points on the local rank grid went from low to high ranking. Better site flow, link structure, keyword targeting and on-page work raised its visibility in search, while content and backlinks built domain authority. Organic traffic grew 300% and session bookings rose 72% month on month.

“Their comprehensive strategy and execution led to significant improvements in my website's rankings.”
Nimish Gopal, CEO, CareerNaksha

Inside the work. 

Screenshots from the live work. Click any screen to enlarge.

Local rank grid on 28 January 2022: average map rank 20.2, 24 of 25 points ranking low

Rank tracker on 28 January 2022 showing an average map rank of 20.2
01Local rank grid on 28 January 2022: average map rank 20.2, 24 of 25 points ranking low

Local rank grid on 3 May 2022: average map rank 1.4, all 25 points ranking high

Rank tracker on 3 May 2022 showing an average map rank of 1.4
02Local rank grid on 3 May 2022: average map rank 1.4, all 25 points ranking high

Rank grid maps side by side: 28 January vs 3 May 2022, every grid point now in the top 3

Keywordcareer counselling near meGrid Size: 5x5 (Grid Points: 25)Spacing: 500 MetersCompare Maps
28th Jan 2022Average Map Rank20.2
20+20+20+20+20+20+20+2020+20+20+20320+20+20+20+20+20+20+20+20+20+20+20++−GoogleMap data ©2022 Google · Terms
3rd May 2022Average Map Rank1.4
2111311112111112111232112+−GoogleMap data ©2022 Google · Terms
1–34–1011–20+
03Rank grid maps side by side: 28 January vs 3 May 2022, every grid point now in the top 3

Google local results for "career counselling near me" with CareerNaksha first in the map pack

google.com/search?q=career+counselling+near+me
Googlecareer counselling near meVG
AllMapsImagesNewsVideosMoreTools
ABC
RatingHoursOnline appointments

CareerNaksha – Career Counselling

4.9(1,146)

Career guidance service · Online appointments

Open · Closes 8 pm

WebsiteDirections

Disha Career Guidance Centre

4.6(212)

Career guidance service

Open · Closes 7 pm

WebsiteDirections

Pathway Career Counsellors

4.7(96)

Educational consultant

Open · Closes 6:30 pm

WebsiteDirections
More businesses
CareerNakshahttps://www.careernaksha.com › career-counselling

Career Counselling Near Me | Online & Offline Career Guidance

Book a 1-to-1 session with an expert career counsellor. Psychometric career tests and counselling for Class 8–12 students, graduates and professionals.

04Google local results for "career counselling near me" with CareerNaksha first in the map pack

Search Console, January to May 2022: organic clicks growing across the city pages

search.google.com/search-console/performance/search-analytics?resource_id=sc-domain%3Acareernaksha.com
Performance on Search resultsEXPORT
Search type: WebDate: 1 Jan 2022 – 31 May 2022NewLast update: 7 hours ago
Total clicks38.9K
Total impressions2.54M
Average CTR1.5%
Average position11.8
QUERIESPAGESCOUNTRIESDEVICESSEARCH APPEARANCEDATES
Top pages
↓ Clicks
Impressions
https://www.careernaksha.com/
9,846
214,093
https://www.careernaksha.com/career-counselling-in-delhi
4,412
98,270
https://www.careernaksha.com/career-counselling-in-mumbai
3,978
91,506
https://www.careernaksha.com/career-counselling-in-bangalore
3,265
77,841
https://www.careernaksha.com/psychometric-test
2,917
70,112
https://www.careernaksha.com/career-counselling-in-pune
2,184
49,368
https://www.careernaksha.com/career-counselling-in-hyderabad
1,731
41,904
https://www.careernaksha.com/career-counselling-in-kolkata
1,206
30,777
05Search Console, January to May 2022: organic clicks growing across the city pages

Business Profile performance: interactions and the searches that found CareerNaksha

www.google.com/search?q=careernaksha&authuser=0#mpd=~performance
PerformanceCareerNaksha – Career Counselling
OverviewCallsMessagesBookingsDirectionsWebsite clicks
Jan 2022 – May 2022

1,862

Business Profile interactions

Calls418Bookings301Directions236Website clicks907

Searches showed your Business Profile in the search results

6,418

Searches breakdown

1.career counselling near me1,974
2.career counsellor1,208
3.careernaksha861
4.psychometric test near me642
5.career guidance centre417
6.career counselling for class 10288

See more

06Business Profile performance: interactions and the searches that found CareerNaksha

CareerNaksha's website today: careernaksha.com

CareerNaksha website home page
07CareerNaksha's website today: careernaksha.com

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