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Live working dashboard • built section by section • data: GBP performance export, Jun 2025 vs Jun 2026 (all 170 locations)
The brief: don't assume the fall in actions is simply 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 — the profiles to prioritise. 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 |
|---|
A specific live-in recovery view — the pages and queries that lost clicks, what's happening on the SERP, and the actions to recover each priority term. Sources: GSC query data (YoY, Jun), live SERP checks and Adthena AI Overview / paid data.
First-hand evidence, not a rank tracker (Google.co.uk, localised). Even the broad head terms — "live in care", "domiciliary care", "24 hour care" — return a local SERP (a local pack and locally-relevant results), so the search intent is local. That reinforces the local strategy: GBP, branch/local pages and local relevance are the right levers, and it's why local competitors can appear above us even on generic terms. Helping Hands is #1 organic on every head term here — the issue is everything Google stacks above the organic result. (An AI Overview renders intermittently and didn't appear on these 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 |
|---|
The aim: 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 highlighted in the brief. 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 (a paid-media matter — see the branded paid/organic overlap item). 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. The odd page held rank but lost CTR with no impression inflation (e.g. /housekeeping-services/, 1.2%→0.5%) — worth a title/meta refresh. Most CTR loss is impression inflation or AI Overview, not titles. | 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 |
|---|
Every action from the three areas in one plan, in priority order: live-in cluster → pre-migration gap → branded paid/organic overlap → desktop click loss, then GBP conversion. Owners are colour-coded; SEO/AIO work is Fibre, site/local implementation is Helping Hands. Status saves in your browser.
| Page / cluster | Issue preventing recovery | Action | Owner | Expected impact | Acceptance measure | Status | Currently with | Link / attachment |
|---|
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.
Everything else on this plan is Fibre's SEO/AIO work. These are the inputs we rely on from Helping Hands to deliver it: