Case Study · GSC Intent Mapping · NDA

// case_002 · fire trap 88 % Brand-Traffic. 2,3 % B2B. Und das Geschäft-Modell heißt B2B.

16 months of Search Console data, top 50 queries classified by intent. 87.9% brand traffic, 9.8% B2C misdirected traffic, 2.3% B2B hits despite a B2B business model. Standard reports praised the numbers; no one checked the intent.

87,9%
Brand Traffic Share
33%
Traffic from recipe pages (wrong target audience)
16Monate
GSC Database
50
Top Queries by Intent

Background

Search Console liefert gute Zahlen. Geschäft hebt nicht ab.

A B2B mid-sized company with an established brand. GSC shows increasing click volume, good click-through rates, and top rankings. The sales team says there aren’t enough qualified leads.

What standard reports show

Clicks up 14% year-over-year, impressions up 22%, average position 3.8. Visually perfect—but no one asks: WHO is actually clicking?

What Intent Mapping Reveals

Top 50 queries classified by intent: 88% brand (direct brand searches), 10% B2C consumers (wrong target group), 2% B2B generic products. Category awareness is completely missing.

Three Ways

Mehr Brand pushen, B2C abklemmen, oder Kategorie aufbauen.

With the findings on the table: three strategic options for the next quarter.

Option A · Status Quo

Continue to promote the brand

Build on current performance and further optimize brand SEO.

Risk Business isn't taking off
Time ongoing
Costs low
Episode The wrong target audience remains
Option B · Disconnect B2C

Remove recipe pages from search results

Technically block fake traffic and strengthen site quality signals.

Risk Traffic loss without replacement
Time 2 weeks
Costs medium
Episode Click-through rates are falling; B2B remains weak
Option C · Create a category

B2B Category Content + Repositioning

Cover generic B2B search queries; build category pages.

Risk 12-month development phase
Time 12 months
Costs medium-high
Episode Real Category Ranking

4 hours · Top 50 ranking

Wie wir aus Search Console einen Strategie-Kompass gemacht haben.

Four hours of manual labor. Reproducible.

Schritt 01
GSC Export Top 50

Top 50 queries from the past 16 months exported. CSV file with clicks, impressions, CTR, and position.

Period 1
Schritt 02
Intent classification

Each query is classified manually: Brand / B2C / B2B industry / B2B generics / Mixed. No tools—classification requires an understanding of the industry.

Periods 2–3
Schritt 03
Calculate distribution

Clicks per intent were tallied, and the percentage was calculated. A donut chart was created.

Periods 3–4
Schritt 04
Findings + Recommendations

4-page report with repositioning recommendations. Ready to implement.

4th period

Tools

Search Console + Tabellenkalkulation. Mehr braucht es nicht.

Data source

Search Console

  • 16 Monate Top-50-Queries
  • Klick + Impression + Position
Classification

Manual + Industry Knowledge

  • 5 Intent-Kategorien
  • Reproduzierbares Ranking
Visualization

Doughnut chart

  • Klick-Verteilung pro Intent
  • Repositionierungs-Argument

A Voice from the Constituency

A quote from the advertising agency.

We had received three SEO reports prior to this, all of which said everything was "going great." The intent report was the first one to explain why business still wasn't taking off.

White-Label-Auftraggeber Advertising Agency · NDA-protected
NDA

Three Lessons from the Brand Trap.

Applicable to any B2B brand with positive GSC reports.

01

Clicks without intent classification are meaningless numbers.

02

Brand traffic is the result of past efforts, not an indicator of growth.

03

Category visibility is built solely through category content.

Frequently Asked Questions

Do you suspect a fire hazard too? We'll check it out in 4 hours.

Send us your GSC export, and we'll compile the top 50 ranking. The first phone call is free, and an NDA is standard.

Request intent mapping White Label

// further reading

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