Case study · Ecommerce · Composting & waterless toilets
How Composting Toilet USA climbed SERP's rankings from position 28.8 to 8.7
Since June 2025 we have audited the site, fixed technical issues, optimised pages and content, and built links. Average position in Google Search is now 8.7, up from 12.8, and the work is continuing.
Cumulative search clicks since 26 Jun 2025
5,050 → 11,020
By 31 Dec 2025
By 26 Oct 2026
Queries in the top 3
11
8.7
Average position (was 28.8)
1.08M
Search impressions since June 2025
11K
Search clicks since June 2025
48
of the top 54 queries average a page-one position
01 / The Challenge
Visible, but sitting on 3rd page.
These figures cover the first six months of the engagement (26 Jun – 31 Dec 2025), the earliest period Google Search Console still reports for the site.
Average position of 28.8
Most searches placed the site on page two of Google, where few people click.
Impressions without clicks
386K impressions produced 5.05K clicks, a 1.3% click-through rate.
02 / Search demand
Searches that bring people in.
Based on the top 54 queries by clicks in Google Search Console, 25 Oct 2025 – 26 Oct 2026.
Queries in the top 3 (avg. position)
11
Queries on page one (avg. position)
48
Search clicks, last 12 months
7.3K
03 / Solution
A step-by-step plan, still running.
01
Audit and competitor analysis
A full site audit and a review of the competitors ranking for the target searches.
From 26 Jun 2025
02
Keyword research
Target keywords chosen by buyer intent and matched to the pages that should rank for them.
03
Technical, on-page and content work
Technical errors fixed, then page titles, content and structure improved for each target page.
04
AI Overview fixes and link building
Pages adjusted so they can be used in Google AI Overviews, plus links earned to the key pages.
Ongoing
04 / The Results
Monthly momentum
Search clicks, month by month, from Google Search Console.
155.15K
M1
215.01K
M2
290K
M3
328.25K
M4
391K
M5
442K
M6
496K
M7
535.58K
M8
589K
M9
622K
M10
652K
M11
692K
M12
26 Jun – 31 Dec 2025
First six months
5.05K clicks and 386K impressions at an average position of 12.8.
1 Jan – 26 Oct 2026
Rankings improve
5.97K clicks and 692K impressions at an average position of 8.7.
Today
1st Page for the core terms
All five tracked keywords rank on page one, and two sit in the top three.
05 / Proof of Impact
The data behind the claim.
Before
12.8
average position, 26 Jun – 31 Dec 2025
- Search clicks5.05K
- Search impressions386K
After
8.7
average position, 1 Jan – 26 Oct 2026
- Search clicks5.97K
- Search impressions692K
- Tracked queries on page one48 of 54
Google Search Console · performance
1 Jan – 26 Oct 2026 vs 26 Jun – 31 Dec 2025
Keyword
Before
After
Movement
composting toilet
Not Found
5
think tank toilet
Not Found
4
diy composting toilet
Not Found
5
composting human waste
Not Found
3
think tank composting toilet
Not Found
5
thinktank toilet
Not Found
4
thinktank waterless toilet
Not Found
6
how to compost human waste
Not Found
2
compost toilet
Not Found
6
can you compost human waste
Not Found
2
06 / What the data shows
Four things the data shows.
1
Question searches rank highest
"How to compost human waste" averages position 2.3 and "composting human poop" 1.9.
2
Product searches click best
"Think tank toilet" averages position 4.7 with a 9.8% click-through rate.
3
Wide page-one footprint
48 of the top 54 queries average a page-one position.
4
Next: win more clicks
"Composting toilet" gets 63K impressions at position 5.4 but a 0.2% click-through rate, the biggest gap to close.
Want results like this for your site?
Get a free SEO audit
Our clients
Brands that trust us.
