Weekly Search & Traffic Report

A quiet July 4 week — and a tracking gap to close.

This window straddles the July 4 holiday, so a dip in B2B search and traffic was expected — and that's what happened. The bigger finding is underneath the numbers: the site is pulling steady visits and contact-page views, but no lead-conversion event is firing in Analytics, so we can't yet count how many of those visits turn into enquiries. This week's report is about visibility, traffic, and getting that tracking live.

Search visibility · Google

Clicks

107

▼ 32%

vs 157

Impressions

10,166

▼ 11%

vs 11,359

Click rate

1.05%

▼ 24%

vs 1.38%

Avg position

11.2

▲ 0.2

vs 11.4

Traffic & leads · Analytics

Sessions

692

▼ 7%

vs 742

Users

634

▼ 4%

vs 661

Leads

not tracked

10 form-starts

New users

596

▼ 3%

vs 615

Leads & enquiries

What we can see about leads this week — and the gap in the tracking.

Tracking gap

Here's the honest picture: we can see intent, but not conversions. This week 47 people viewed the contact page and 10 started a form, both down modestly on the holiday week. But there is no form_submit, generate_lead or contact event configured in GA4 — so completed enquiries simply aren't recorded. That means the true lead count for the week is 0 tracked, not because nobody enquired, but because nothing is counting it. Until that's fixed, we steer by search visibility and traffic. The single highest-value action this week is instrumenting a form-submission conversion event so every future report can show real enquiries.

692

sessions on the site

last wk: 742

viewed the contact page

last wk: 63

started a form (form_start)

last wk: 15

form submit — not tracked yet

last wk: 0

What's moving

Every line item, this week vs last.

Line itemThis wkLast wkΔ

Lead signals

Contact-page views4763▼ 25%

Form starts (form_start)1015▼ 33%

Form submits (tracked)00— not tracked

Traffic & engagement

Sessions692742▼ 7%

New users596615▼ 3%

Avg. engagement / session1m 03s1m 37s▼ 35%

Key pages · views

Homepage416480▼ 13%

Leadership2548▼ 48%

Industrial hygiene service519▼ 74%

Traffic and engagement come from GA4 (property 541000682), filtered to the citadelehs.com host so the Netlify staging site is excluded. Leads: GA4 records form-start events but no form-submission, generate-lead or contact conversion event is configured, so completed enquiries can't be counted yet — flagged as this week's priority fix. This window includes the July 4 holiday, when B2B search and traffic typically dip.

Leading keywords

Your top search terms this week, by clicks.

1citadel ehsbrand28 clickspos 1.0

2citadel environmental services incbrand4 clickspos 1.0

3citadel environmental servicesbrand3 clickspos 1.0

4citadel environmentalbrand1 clickspos 1.0

5ehs environmentalrising1 clickspos 8.7

6ehs consultant0 clickspos 6.9

7best risk assessment and mitigation firms for environmental health & safety teams0 clickspos 2.4

8environmental health safety consulting0 clickspos 1.0

Market context

Your standing in the wider search market, via SEMrush.

174

Keywords you rank for

Distinct Google searches citadelehs.com appears for — your organic search footprint. Current SEMrush snapshot.

$1,891/mo

Traffic value

What your organic traffic would cost to buy through Google Ads each month.

~445

Est. monthly visits

SEMrush's model of your monthly organic traffic — an outside estimate, useful for trend, not exact counts.

What's working

Standing strengths to protect.

✓

You own your brand searches

“citadel ehs” brought 28 clicks at 54.9% CTR from position 1, and every brand variant — “citadel environmental services”, “citadel environmental” — also sits at position 1. Brand terms drove roughly a third of all clicks this week.

✓

You already rank for high-intent service searches

“environmental health safety consulting” sits at position 1 and “best risk assessment and mitigation firms for EHS teams” at position 2.4 — buyer-intent, non-brand queries where you're already visible. The demand and the ranking exist; the click-through is what to grow.

✓

Rankings held through a holiday week

Average position actually improved to 11.2 from 11.4, and impressions stayed near 10,000 across the July 4 window — visibility held up even as clicks and traffic took the expected seasonal dip.

Priority fixes

Ranked by upside. Bars show each page's click rate against a realistic 3% target.

1Biggest gap

No lead-conversion tracking — you're flying blind on enquiries

GA4 property 541000682 · contact form

Form starts

Form submits tracked

Lead events

none

Click rateTarget 3%

GA4 fires a form_start event but there is no form_submit, generate_lead or contact conversion event configured. So even though 47 people reached the contact page and 10 began a form this week, not a single completed enquiry is recorded. For a lead-gen consultancy, this is the metric that matters most — and right now it reads zero regardless of reality.

Next stepAdd a GA4 form-submission conversion event — fire it on the contact-form success / thank-you state, mark it as a Key Event, and (ideally) a matching generate_lead event. Once live, every future report shows real enquiry counts and the funnel closes.

2High upside

Homepage is stuck on page 2 for non-brand searches

https://citadelehs.com/

Impressions

2,409

Click rate

1.66%

Position

11.9

Click rateTarget 3%

The homepage is your biggest-reach page by far, but it averages position 11.9 — just off the bottom of page one — across dozens of non-brand EHS and consulting queries. That's why it pulls 2,409 impressions but only 40 clicks. The demand is there; you're one push from the top ten where the clicks live.

Next stepTighten the homepage title and meta description around your core service terms — environmental, health & safety consulting — and strengthen on-page copy and internal links to those service pages, to move from ~12 into the top ten.

3Technical

www and non-www homepages are splitting your search signals

https://www.citadelehs.com/ · http://www.citadelehs.com/

www impressions

1,059

www click rate

0.23%

www clicks

Click rateTarget 3%

Google is indexing both the www and non-www versions of your homepage as separate URLs. The www version alone racked up ~1,059 impressions but just 4 clicks at 0.23% CTR — a near-invisible duplicate that dilutes the ranking strength of your real homepage.

Next stepForce a single canonical host — 301-redirect www to non-www (or vice-versa) and set a self-referencing canonical — so all the authority consolidates onto one homepage instead of being split.

4Worst click rate

Careers pages get seen but not clicked

/benefits/ · /inside-citadel/

Combined impr.

569

/benefits/ CTR

0.78%

/inside-citadel/ CTR

0.00%

Click rateTarget 3%

Both recruiting pages rank in the top seven yet barely earn clicks — /inside-citadel/ took 185 impressions and zero clicks this week. The listings aren't compelling enough for people already seeing them to choose you.

Next stepRewrite the titles and meta descriptions to lead with a concrete promise — pay/benefits specifics, culture, employee-ownership — so the strong rankings you already hold start converting into applicant traffic.

This week's focus

Turn on lead tracking, then chase the page-2 rankings.

The site pulled 692 sessions and 47 contact-page views this week — but zero were recorded as leads, because no conversion event fires. Job one is instrumenting form submissions so every report after this shows real enquiries. Job two: the homepage sits at position 11.9 for dozens of non-brand EHS searches — tightening its title and targeting is the fastest route to more of that demand. No new content required for either.

692

sessions this week

→

reached contact page

→

tracked as leads

fix: turn on tracking