On-page SEO work for Adoption Network across high-impression pages, measured on matched 30-day windows in Google Search Console and GA4. Real before-and-after data, including the pages that slipped. This is batch one of an ongoing optimization program — batch two is live here.
Adoption Network ranked for thousands of adoption searches, but several high-traffic pages pulled impressions without the clicks — or the on-page lead actions — to match. The metric that matters here isn't rankings; it's key events: the form and contact actions that turn an expectant mother's visit into a lead.
My job was to find the pages where targeted on-page changes could move clicks and lead actions fastest, ship the edits, and prove the result with matched before-and-after data instead of guesswork.
Solo on the SEO side: I ran the audit, prioritized pages, wrote and shipped the title, meta, H1 and intro changes in WordPress and AIOSEO, and built the tracking in Google Sheets. Template and code-level items were flagged and escalated to the dev team.
The process runs in batches every few weeks: audit, edit, track, then decide whether to monitor, re-edit, or move on.
Pull page-level impressions, CTR, and position to find visibility that wasn't converting to clicks.
Map each landing page to sessions, key events, and key-event rate to see which traffic drove lead actions.
Rank by CTR opportunity, position, and lead value, with birth-mother and expectant-mother pages weighted highest.
Rewrite SEO titles, meta descriptions, H1s, intros, and CTA placement in WordPress and AIOSEO.
Log baseline vs current on matched date windows so every change is measured, not assumed.
Re-pull after the window closes, flag wins and declines, route each page to monitor, re-edit, or next.
Across the site, key events — the lead-related actions the business cares about — climbed from 414 to 1,182 between the two matched 30-day windows, while sessions rose from 16,276 to 24,419. The pages I worked carried much of that lift.
Site-wide sessions and key events span all traffic sources, so I treat them as the business outcome during the work — not proof that on-page SEO alone caused every gain. The directly attributable SEO wins are in Search Console: the homepage moving to position 10.3, and cost pages earning more clicks at higher CTR. I also flag the pages that declined rather than quietly dropping them.
The clearest organic win. After the title, meta, and intro rewrite, the homepage's average Search Console position improved from 15.4 to 10.3 — climbing out of page two and onto the bottom of page one — while sessions and lead actions rose sharply.
The full set on matched windows, including the pages that slipped. Showing the misses is part of the job; deciding what to do about a decline is the skill.
| Page | Sessions | Key events | GSC clicks | Avg. pos. | Read |
|---|---|---|---|---|---|
| Homepage | 3,877 → 5,704 | 220 → 704 | 174 → 175 | 15.4 → 10.3 | ✓ Win |
| Contact Us | 173 → 258 | 44 → 132 | 2 → 3 | 14.8 → 11.1 | ✓ Win |
| Adoptive Parents | 750 → 1,143 | 41 → 99 | 3 → 13 | 5.5 → 6.3 | ✓ Win |
| How Much Adoption Costs | 513 → 649 | 3 → 9 | 460 → 563 | 6.1 → 8.3 | ✓ Win |
| Criminal Background Checks | 324 → 302 | 0 → 6 | 316 → 320 | 7.0 → 7.3 | — Hold |
| Adoption Process Overview | 118 → 94 | 1 → 0 | 126 → 94 | 12.6 → 13.6 | ↻ Re-edit |
| Requirements to Adopt a Child | 408 → 300 | 7 → 5 | 411 → 178 | 8.2 → 12.4 | ↻ Re-edit |
| Unplanned Pregnancy Options · birth-mother, priority | 48 → 18 | 0 → 0 | 27 → 12 | 17.3 → 23.0 | ↻ Re-edit |
Sessions and key events from GA4; clicks and position from Search Console. Every page measured on matched 30-day windows (April 1–30 vs May 20–June 18).
I can take a live site, find where search demand is being wasted, ship the on-page fixes, and prove movement with matched-window GA4 and Search Console data — including being straight about what didn't work.