Before we started
Ayumi was already being shown in search for a wide set of non-branded terms. The impressions were there. The clicks were not. A conventional audit would have returned a hundred small recommendations and buried the real problem among them.
The call we made
We decided the audit would have one headline finding, not a hundred. Everything that did not bear on the gap between impressions and clicks was set aside, so the one change that mattered could not be lost in a backlog.
The work itself
A focused audit that traced the impression-to-click gap to its causes: titles and descriptions that did not answer the query, and pages that ranked for terms they were not really built to serve. A prioritised set of rewrites and page changes, in order, with the reasoning for each.
Measured, not claimed
[Click-through on the affected pages moved from [figure] to [figure], recovering demand that was already being shown but not captured. Figures left as placeholders until confirmed against Ayumi's Search Console.]
The honest line
Total impressions stayed roughly flat over the period. That was the point. The work captured demand that already existed rather than chasing new demand, so the ceiling was always the clicks, not the impressions.
Twenty minutes, no pitch deck
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