Fewer curious readers, more potential clients: how a web development agency started appearing in searches for its services
A Zaragoza agency specialising in custom web development, PHP, PrestaShop and website maintenance. Its website got visits, but mostly from programming articles read by students and curious readers.
The goal was for Google to show it to companies looking to hire those services, and to do so while migrating to a new website without losing what was already ranking.
Lots of visits, but few from people who could hire the agency
The agency offers custom web design and development, PHP programming, customisation and maintenance of PrestaShop and Shopify stores, corporate intranets and website repair.
Its most visited articles explained programming concepts. They brought clicks, but from people who were learning, not from companies looking for a supplier.
The challenge was for each service page to appear when a company is looking for someone to hire, and also to move the website to a new design without losing rankings.
When we reviewed the website and Search Console we found:
- Traffic from curious readers: the articles with the most clicks answered programming questions unrelated to hiring a service.
- Low-value content indexed: pages and posts with no searches that took weight away from the rest of the website.
- Services lumped together: PHP, intranets or maintenance for each platform did not have their own page.
- A migration under way: the new website was in development and what was already ranking had to be protected.
For an agency, a visit is worth as much as it is close to a quote request. That is why the work focused on service searches, even if it meant no longer chasing informational traffic.
It is not about getting more visits, but about appearing when someone wants to hire what you sell.
One page per service
We split the services into their own pages, each designed for its own searches:
- PHP development agency.
- Corporate intranets.
- PrestaShop, Shopify, WooCommerce and WordPress maintenance.
- Website repair and support.
Clean up and organise
We removed low-value content from Google, reorganised the menu by service blocks and added structured data, breadcrumbs and FAQs.
The blog now always links to the related service.
Migrate without losing what was gained
We prepared the full URL and redirect map for the new website and reviewed every step with the front-end team.
After launch we checked redirects, indexing and robots.txt, and fixed the issues that came up.
Organise the services first, then migrate and keep expanding
The project moved forward in phases: clean up, structure the services, prepare the migration and, once the new website was live, keep creating pages for each service.
Google starts showing the agency for its services
Between July and September 2026, 17 service searches reached page one of Google: searches that a year earlier did not appear or ranked beyond position 10.
Service searches went from 61% of the website's impressions to 72%, and their average position improved from 47.6 to 38.6.
Source: Google Search Console. Service searches (design, development, programming, maintenance, repair…) with an average position of 10 or better and at least 5 impressions in the month, excluding branded searches. The August 2026 drop coincides with a robots.txt issue after the migration, now fixed. June 2025 data starts on the 10th.
Total clicks fell from 470 to 299 between July and September (2025 vs 2026). Almost all of the drop comes from two programming articles: one went from 114 to 34 clicks and the other from 73 to 28.
Some service searches also slipped, such as “página web a medida” (custom website, from 6.8 to 9.2) or “programación a medida zaragoza” (custom programming Zaragoza, from 8.4 to 12.3). They are the project's next target.
Service searches reaching page one
Average Google position, July–September 2025 vs July–September 2026 (Spanish queries):
- 01mantenimiento web zaragozafrom 31.2 to 6.4
- 02empresa programacion webfrom 81.7 to 7.9
- 03reparacion wordpressfrom 63.4 to 2.3
- 04mantenimiento web shopifynew · 6.9
- 05agencia de desarrollo phpnew · 9.4
- 06intranet sistemas corporativosnew · 7.9
“New”: the search had no impressions a year earlier. Only searches with at least 20 impressions in the quarter are counted.
Where the lost traffic came from
Clicks for the two pages that dropped the most, July–September 2025 vs July–September 2026:
- 01How to build a website with a databasefrom 114 to 34 clicks
- 02What client-side web development isfrom 73 to 28 clicks
These are articles for learning to code: they attract students, not companies looking for a supplier.
For an agency, which searches bring visits matters more than how many visits
A website can lose clicks and still be better positioned to win clients. That is why we measure by type of search, not just the total.
One page per service
Most of the searches reaching page one correspond to services that now have their own page: PHP, intranets and maintenance for each platform.
Not all traffic is worth the same
Programming articles brought clicks, but not clients. Losing part of that traffic is not a problem if visibility for service searches grows.
A migration is prepared in advance
The URL map and redirects were defined months before the new website went live, and reviewed right after.
Review after launch
After the migration a robots.txt issue appeared, which coincided with the August drop. Checking Search Console right after launch made it possible to spot it and fix it.
Think about who is searching
74% of clicks come from desktop: companies looking for a supplier during working hours.
Does your website attract visits but not clients?
We review which searches bring you traffic and propose a plan to appear when someone wants to hire what you offer.