From 154 to 721 Monthly Clicks: How We Rebuilt a London Property Site’s Organic Traffic in 12 Months | UK Local SEO Case Study

A London-based property compliance company was losing ground on Google for two straight years. By the time Khan IT took over, organic traffic had dropped to around 154 monthly visitors. Twelve months later, the site records 721 monthly clicks and 107,000 monthly impressions in Google Search Console. This is the full story of how that happened.

Results at a Glance

Client Background

All Landlord Certificates (ALC) is a London-based property compliance company operating under SR Maintenance Ltd. They provide safety certifications to landlords, letting agents, and property managers across London and the M25 area. Services include Gas Safety Certificates (CP12), EICR electrical reports, Fire Risk Assessments, EPC certificates, PAT testing, fire alarm certificates, and emergency lighting compliance.

The market they operate in is high-intent and legally driven. Every landlord in the UK must hold several of these certificates by law. Search demand is constant and the competition is serious. The challenge was not the service or the market. It was visibility.

Field	Details
Client	All Landlord Certificates LTD (ALC
Location	London and M25 Area, United Kingdom
Industry	Property Compliance / Safety Certifications
Target Audience	Landlords, letting agents, HMO owners
Project Duration	12 months
Website	alllandlordcertificates.co.uk

The Problem

When Khan IT audited the site, the data told a clear story. Semrush showed a red downward trend stretching across two full years. Traffic had dropped from around 1,700 monthly visitors to just 154. The domain had age and history. The execution was the problem.

Website Issues

• Website design was outdated and not built for conversion. Visitors landed on pages that gave them no reason to book.
• Service page content was thin. Google had little to evaluate, so rankings suffered across the board.
• Critical pages were missing entirely. Searches for specific certificates in specific London boroughs returned nothing from this site.
• On-page SEO fundamentals were ignored. Title tags were weak, meta descriptions were missing or duplicated, and heading structure was inconsistent.
• Internal linking was poor. Pages existed in isolation with no content hierarchy connecting them.
• Mobile experience was below standard in a market where most landlords search on their phones.

Off-Page Issues

• Local citations were inconsistent. The business name, address, and phone number varied across directories, which damaged local search trust signals.
• The backlink profile was shallow. Minimal authority was pointing to the key service pages.
• No blog or content strategy existed. The site had no mechanism for earning new organic rankings over time.
• Google Business Profile was not fully optimized for the range of services offered.

The Strategy

Khan IT built a multi-phase SEO strategy covering technical foundations, content, authority signals, and local visibility. All five phases ran across the 12-month engagement.

Phase 1: Foundation Fix

Before building anything new, we fixed what was already broken.

• Full technical SEO audit covering crawlability, indexation, Core Web Vitals, and site architecture.
• Website redesign focused on conversion. Clean layout, fast load speed, mobile-first structure, and a clear booking flow.
• Content rewrite across all core service pages with proper keyword targeting, heading structure, and internal links.
• Meta titles and descriptions written from scratch for every key page, each targeting a specific real search query.
• XML sitemap cleaned, submitted, and monitored in Google Search Console.
• Schema markup implemented for LocalBusiness, Service, and FAQ across all key pages.

Phase 2: Keyword Research and Content Gaps

Keyword research covered primary service terms, location-specific variants, and long-tail compliance queries. The research revealed clear and actionable gaps.

• Primary terms like gas safety certificate London, EICR London, and fire risk assessment London had strong search volume but intense competition. Ranking here required both content quality and domain authority.
• Borough-level terms had strong local intent and far less competition. These became a priority target.
• Compliance question keywords attracted landlords in the research phase. Blog content was built specifically around these.
• HMO-specific searches were underserved across the entire competitive landscape. Dedicated pages were built for this audience.
• Multiple important service pages were missing from the site. These were planned and built.

Phase 3: New Pages and Content Creation

Based on keyword research, we built pages the site had never had. Each page targeted a specific search intent, not just a keyword string.

• Dedicated pages for each certificate type with full service descriptions, transparent pricing, accreditation mentions, and clear calls to action.
• Borough landing pages targeting high-demand London areas, capturing landlords searching for services in their specific location.
• HMO compliance page targeting the distinct legal requirements of Houses in Multiple Occupation.
• Commercial certificates page for business property owners outside the standard residential landlord audience.
• Blog posts built around the compliance questions landlords actually type into Google, written to rank and to convert.

Phase 4: Local SEO and Citation Building

• Full NAP audit across all major UK directories. Inconsistent listings were corrected or removed.
• New citations built across authoritative UK business directories, local London directories, and property and trade-specific platforms.
• Google Business Profile optimized with full service categories, updated descriptions, photo uploads, and Q&A responses.
• Review strategy implemented to grow the volume and recency of verified customer feedback.

Phase 5: Link Building

• Targeted outreach to UK property blogs, landlord associations, and compliance resource sites.
• Guest content placements on relevant UK trade and property websites.
• Local business and trade directory submissions across gas, electrical, and fire safety sectors.
• Internal link architecture strengthened so authority flowed from strong pages to weaker ones that needed a boost.

Results After 12 Months

The Google Search Console data shows the outcome. The screenshots below capture the before state (Semrush domain overview showing a two-year traffic decline to 154 monthly visitors) and the after state (GSC showing 721 monthly clicks and 107,000 monthly impressions). Both are unedited screenshots from the actual client account.

Traffic and Visibility

Metric	Before	After
Monthly Organic Traffic	~154 visits/month	721+ clicks (GSC)
Monthly Impressions	Not tracked	107,000/month
Keywords Ranking	577	Expanded coverage
Average Position	Not tracked	40.1 across all keywords
Average CTR	Not tracked	0.7%
Traffic Trend	2-year decline	Stabilized and growing
Primary Market	UK	80% UK (on target)

Geographic Distribution

80% of organic visitors come from the UK, matching the business service area directly. An additional 15% comes from the United States, likely UK expats or diaspora landlords with London properties. The remaining 5% is spread across other markets. This is exactly the traffic profile a local service business needs to see.

What the GSC Data Confirms

• 721 total clicks in the tracked period
• 107,000 total impressions in the tracked period
• 0.7% average click-through rate
• 40.1 average position across the full keyword set
• Consistent daily traffic with no artificial spikes — organic, sustained growth

Key Learnings

• A two-year declining traffic trend is reversible. This project is proof. Consistent, methodical execution beats any shortcut.
• Content gaps are the biggest missed opportunity for established local businesses. This site had domain history but not the right pages. Adding the right content for the right searches moved the needle faster than anything else.
• Local citation consistency matters more than most business owners realize. Fixing inconsistent NAP data across directories had a measurable impact on local rankings.
• The 0.7% CTR points to the next opportunity. With 107,000 monthly impressions, lifting CTR to 1.5% would more than double clicks without earning a single new ranking.
• An average position of 40.1 is a starting point, not a ceiling. The keyword footprint is established. The next phase focuses on moving the strongest pages from positions 20 to 50 into the top 10.