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Live working dashboard • built section by section • data: GBP performance export, Jun 2025 vs Jun 2026 (all 170 locations)
Steve's brief: don't assume the action drop is people finishing their journey inside the profile — treat it as a possible conversion issue until the data disproves it. The data supports that caution.
*Comparable = Search mobile + Search desktop + Maps desktop, excluding the Maps-mobile counting change. View→action = (calls + website clicks + directions) ÷ views.
Profile views by surface, Jun 2025 vs Jun 2026. Every surface is broadly flat except Maps mobile, which is why the raw view total is misleading.
Sortable and searchable. Flagged = top-quartile visibility (views ≥ 1,935) but below-median conversion (view→action < 7.4%) — high reach, weak action, exactly the profiles Steve asked us to surface. Click any column header to sort.
Branches with a meaningful 2025 base (≥15 calls) that lost the most call volume — the first candidates for the call-tracking / listing diagnosis below.
The actions for this area. Track and update status on the 30-day plan tab — the single source of truth.
| Action | Issue it fixes | Owner | Acceptance measure | Timing |
|---|
Steve's brief: a specific live-in recovery view — what lost clicks/rankings, what changed at the December migration, and the actions to recover each priority term. Sources: GSC query data (YoY, Jun) + SE Ranking daily positions + Adthena AI Overview/paid data.
First-hand evidence, not a rank tracker. Google.co.uk, Cheltenham-localised. Helping Hands is #1 organic on every head term — the issue is everything Google stacks above the organic result. (An AI Overview renders intermittently and didn't appear on these particular loads; Adthena measures it on 79–92% of these searches.)
| Search | Helping Hands | What appears above / around the organic result |
|---|---|---|
| live in care | #1 organic | Sponsored ads (a Helping Hands ad and Elder), People Also Ask, local pack |
| live in carer | #1 organic | People Also Ask, 2 competitor ads (Elder, The Good Care Group), a discussions/forums block, a video carousel |
| 24 hour home care | #1 organic | Local pack of 3 competitors sits above the organic listing; People Also Ask |
| how much does live in care cost | ~foot of page 1 | NHS answer snippet at #1, then Age UK, Elder, Agincare + a forums block — HH buried. A genuine ranking + zero-click gap, not just interception |
GSC clicks/impressions are YoY (Jun 25 → Jun 26). "Organic" is the live position we saw in Chrome on 13 Jul. AIO = share of searches showing an AI Overview (Adthena; "n/a" = not in Adthena's tracked set). The pattern: impressions flat-to-up, clicks collapsing — Helping Hands is #1 organic on every head term, but the click is taken by ads, the local pack and AI Overviews stacked above it. The two cost queries are the exception — foot of page 1 behind the NHS answer snippet, and the highest AI Overview presence (95–96%), so they lost almost all their clicks.
The click loss shows up as impressions-up / clicks-down, which points to interception on the results page (AI Overview + ads above a strong organic result) rather than lost organic standing. Priorities:
Per priority term: the issue, owner, acceptance measure, timing. Cross-checked against the live site (13 Jul): the FAQ content, the /costs-funding/ cost page and the condition pages already exist — so these are about optimising what's there (schema, answer-box, gaps), not rebuilding it. Track and update status on the 30-day plan tab — the single source of truth.
| Action | Issue it fixes | Owner | Acceptance measure | Timing |
|---|
Steve's brief: separate the decline into lost rankings, low-position impressions, SERP changes, weak titles, branded vs non-branded, and AI Overview impact — rather than attributing it all to AI Overviews and zero-click. Source: GSC "Performance on Search" export, Jun 2026 vs Jun 2025 (% changes; absolute counts treated as indicative).
Year-on-year change by device. Desktop impressions nearly tripled while clicks fell hardest and CTR collapsed 70% — the desktop click-loss Steve flagged. Positions barely moved on any device, so this is interception and impression inflation, not lost rankings.
Both halved on CTR. Branded clicks actually fell more than non-branded (−27% vs −21%) despite sitting at #1 — that can't be a ranking problem, so it points to AI Overviews and paid ads on brand terms (ties to Steve's branded paid/organic overlap priority). Non-branded carries the heavier impression inflation (+76%).
Each priority page with the query cluster it serves, the YoY movement, and the live organic position we saw in Chrome (13 Jul) — not a rank tracker. The split is clear: where organic is #1, clicks were lost to interception (ads, local pack, AI Overview stacked above); "domiciliary care" and the cost queries are genuine ranking gaps to close.
| Factor | What the data shows | Weight |
|---|---|---|
| Lost rankings | Real but localised, mainly on service pages we manage — e.g. "domiciliary care", where we're ~#6 organic (live-checked) behind NHS, directories and a local competitor. Jobs and careers pages also slipped but sit outside Fibre's SEO scope. The live-in and branded head terms are not lost rankings — organic is #1 (live-checked). | Minor |
| Broader low-position impressions | The dominant driver. Impressions +96% overall (desktop +158%) at flat average position — Google matching the site to far more low-value queries, which mathematically halves CTR. | Major |
| SERP changes | Ads, local pack, People-Also-Ask, forums and video carousels now sit above the organic result (confirmed in the live SERP check) — pushing the click away even at #1. | Major |
| Weak titles / descriptions | A minority. A few pages lost CTR without impression inflation ("request a call back" −56% clicks at −4% impressions; some care-advice posts) — worth a title/meta refresh test. | Minor |
| Branded vs non-branded | Both CTR ~halved. Branded clicks −27% at #1 (AI Overview + paid on brand); non-branded −21% with heavier impression inflation (+76%). | Both |
| AI Overview impact | Real and concentrated on branded, informational and desktop queries (Adthena: AIO on 79–92% of the live-in head terms) — but a contributor layered on the impression-inflation arithmetic, not the sole cause. | Contributor |
The actions for this area. Track and update status on the 30-day plan tab — the single source of truth.
| Action | Issue it fixes | Owner | Acceptance measure | Timing |
|---|
Every action from the three sections in one dated plan, in Steve's column format and priority order: live-in cluster → pre-migration gap → branded paid/organic overlap → desktop click loss, then GBP conversion and reporting. 30 days: 13 Jul → 12 Aug 2026. Status saves in your browser.
| Page / cluster | Issue preventing recovery | Action | Owner | Expected impact | Acceptance measure | Status |
|---|
Adding FAQ sections with FAQPage schema across the store (location) and breakout local pages. Why this is a key lever: FAQ answers are exactly what Google pulls into AI Overviews and People-Also-Ask — the features intercepting our clicks — and the schema makes each page eligible for FAQ rich results and easy for an AI Overview to cite. Rolled across every local page it rebuilds topical + local relevance and wins the click back even where we already rank #1. Enter progress below — the bars update live.
"This month" tracks the current batch (default 531); "Overall" tracks against the full FAQ-page total — edit either total as the programme grows.