Search growth for a national skills-training non-profit
A large vocational training non-profit whose structured data had no organisation identity at all. Over the last six months, Google Search clicks grew 69% and impressions 80% against the six months before, and its pages appeared about 252,000 times in Google's AI features.
Results
| Metric | Before | After | Change | Comparison and source |
|---|---|---|---|---|
| Google Search clicks | 26.3k | 44.5k | +69.2% | Last 6 months vs previous 6GSC Performance (web) 28 Apr to 26 Oct 2026 compared with 28 Oct 2025 to 27 Apr 2026 |
| Impressions | 666k | 1.2m | +80.2% | Last 6 months vs previous 6GSC Performance (web) 28 Apr to 26 Oct 2026 compared with 28 Oct 2025 to 27 Apr 2026 |
| AI features impressions | No data | 252k | Since 18 May 2026 | Since the report beganGSC Generative AI features 18 May to 26 Oct 2026 (the report has no earlier data) |
The challenge
The SEO plugin produced basic page and breadcrumb markup, but there was no organisation node anywhere: no logo, address, contact points, social profiles or non-profit identity. None of the campuses or courses were described in structured data either.
My role
Senior SEO Specialist at Digital Eggheads. I audited the structured data, then designed, deployed and validated the new schema. Site content was managed by the client.
What I did
- Audited the existing structured data and confirmed there was no Organization node on any page.
- Designed and deployed site-wide JSON-LD describing the organisation as an NGO and educational organisation, with founding date, registration details, contact points, social profiles and a donate action.
- Added a list of 15 campuses to the institutes page and Course markup to the technical (15 courses), advanced (8) and emerging technology course pages, then validated all five pages live.
Evidence
Limits of this evidence
- Most of the click growth arrived in late May and June 2026, before the documented schema work on 13 July, so the schema cannot explain that jump. The result shows the site's overall trajectory during the engagement, not the effect of one change.
- Over the last 3 months against the 3 before, clicks were flat (22k vs 22k): the growth has levelled off since July.
- CTR slipped from 4.0% to 3.7% and average position from 5 to 6 as impressions grew faster than clicks.
- The AI features report only has data from 18 May 2026, so there is no fair earlier comparison. On equal 60-day windows, AI impressions were about level (94.3k to 98.8k). Google reports impressions only for this view, not clicks.
- GSC totals above 1,000 are rounded in the Search Console interface. No GA4 access for this site, so no sessions or conversion claims.
- Client name withheld pending publication approval.
Want results like this for your brand?
Send me your website and what you want more of. I will reply with what I see and how I would approach it.
Or write to moiz@seoexpertinkarachi.online.