Starting from a blank blog. 240% more monthly clicks.
I took on search content for a podcast and video production company in July 2025. It works with purpose-driven organisations in the UK and North America, had never had SEO help, and its blog hadn't launched yet. I built a keyword library in stages from December. By August 2026 monthly clicks were 240% above the August before, and each month from March 2026 onwards cleared a hundred.
Results
Google clicks
Google impressions
A site search barely knew about
In August 2025, the earliest complete month on record, the site earned a few dozen clicks from a few hundred impressions, and its average ranking was near 40.
Nothing on the site addressed what buyers type in before hiring a producer: what it costs, whether it pays back, whether to outsource it at all. By the client's own account no agency had touched the site's search before, so I was starting from first principles rather than undoing anything.
Building the keyword library in layers
Onboarding set the scope: podcast production, video and short-form reels, event filming and livestreams, speaker booking and content repurposing. From there I added keywords in rounds, each aimed a little closer to a buying decision than the last.
- 01
Audience and markets first
In July 2025 I recorded who the client serves - purpose-driven small businesses, charities and B2B teams - and where: the UK first, then the US and Canada. That ruled out a lot of hobby and consumer podcasting searches that would have looked good on volume but sat well outside the brief.
- 02
An informational base
In December I widened a starter list of about a dozen terms into a library of informational keywords across ten categories. These are the questions people ask while they are still working out whether a podcast or video series is right for their organisation, long before they compare producers.
- 03
Warmer, long-tail intent
In February 2026 I added a set of long-tail terms with clearer buying intent: cost, return on investment and outsourcing questions. These are searches made by someone weighing up options and budgets, so they sit much closer to an enquiry than the informational base does.
- 04
Clusters and a gap check
March and April brought keyword clusters for content on choosing a podcast host, an article on SEO and generative-engine optimisation, and a service page for booking podcast guests. In May a gap analysis added several dozen fresh suggestions across twelve categories to feed the next round of content.
Reach first, clicks close behind
August 2026 brought 240% more clicks than August 2025, after a May high near 160. The last six complete months produced 400% more clicks than the opening six, and the page with the most impressions is an article, well ahead of the homepage.
Reach grew fastest. From October 2025, monthly impressions went from around 510 to about 32,000. Set the October to December 2025 quarter beside the latest one and clicks rose about 440% while average position improved slightly to about 11, so the site was shown for far more searches without sliding down the page.
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