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A full-funnel search audit of employmentlawhandbook.com.au, combining first-party Google Search Console data with a live technical and on-page crawl.
The site is technically healthy and rankings have improved sharply, but it sits well below where it was a year ago. The last 90 days show a strong recovery (clicks up a third quarter on quarter) off a base that fell roughly 46% year on year. The job now is to convert hard-won ranking gains into clicks, and to recover the lost traffic ceiling.
The core tension: average position has more than halved year on year (~38 → ~15) yet clicks fell ~46% over the same period. That pattern points to a content / platform change that shed high-traffic URLs, not a ranking-quality problem. Recovery is underway, and the fastest gains now are CTR fixes on pages already ranking in positions 5 to 12.
Clicks and impressions across three comparable 90-day windows. The quarter-on-quarter trend is clearly up, but both metrics remain materially below the same period last year.
Desktop drives 62% of clicks; mobile 37%. Notably, mobile ranks far better (avg pos ~8.9) than desktop (~19.2), so desktop is accumulating many low-ranking, deep-page impressions that drag the blended average and CTR down.
Australia accounts for 95.7% of clicks (4,532). The US generates 38.8k impressions but just 50 clicks (0.13% CTR), inflating impression counts and depressing blended CTR without adding value.
The site ranks only #4 for its own brand term "employment law handbook" despite 45% CTR on that query. A brand-led homepage title and structured data should lift this toward #1.
These pages already attract large impression volumes but sit in positions 7 to 15 with low click-through. Each is a "striking distance" page: a title, intro and internal-link refresh can move it onto page one and unlock meaningful traffic without new content.
| Page | Impressions | Clicks | CTR | Avg pos | Priority |
|---|---|---|---|---|---|
| /chapters/rostering/ | 26,967 | 120 | 0.44% | 8.8 | Highest |
| /bulletin/can-personal-leave-be-used-for-medical-appointments/ | 20,565 | 280 | 1.36% | 7.3 | Highest |
| /untitled-2/ bad slug | 7,884 | 68 | 0.86% | 8.0 | Highest |
| /bulletin/8-things-support-persons-can-and-cant-do/ | 4,442 | 89 | 2.00% | 9.0 | High |
| /bulletin/who-is-the-primary-carer (parental leave)/ | 3,046 | 35 | 1.15% | 12.4 | High |
| /chapters/secondments/ | 3,625 | 34 | 0.94% | 12.1 | High |
| /question-and-answer/carers-leave-after-childbirth/ | 3,796 | 122 | 3.21% | 6.5 | High |
| /chapters/transfer-of-employment/ | 721 | 17 | 2.36% | 15.7 | High |
Quick maths: the rostering chapter alone draws ~27k impressions at 0.44% CTR. Lifting it from position ~8.8 to the top of page one (a realistic 4 to 6% CTR for that slot) would take it from ~120 clicks to 1,000+ clicks per quarter, from a single page.
The technical base is in good shape. The site runs on Ghost 6.42 behind a Fastly/Varnish CDN, is mobile-first indexed, and serves fast. No critical crawl or indexation blockers were found.
• Homepage indexed: "Submitted and indexed", crawled as mobile, last crawl 28 May 2026.
• Canonicals correct and self-referencing; Google canonical matches user canonical.
• HTTPS enforced; clean robots.txt (only /ghost/, /email/ and API paths blocked).
• Fast delivery: TTFB ~105ms, ~40KB homepage HTML, edge-cached.
• Healthy footprint: ~1,877 indexable URLs (1,826 posts + 51 pages) across 4 sitemaps.
• Homepage <title> is brand-only ("Employment Law Handbook") with no keywords.
• Meta description is just 46 characters ("Understand and apply Australian employment law") versus a ~155-char budget.
• A live page at /untitled-2/ ranks on ~7.9k impressions with a placeholder slug.
• Footer reads "© 2012–2022 Tanda", a stale freshness/trust signal in 2026.
• Nav links "Ask AI Beta" to an external dev domain (gaiden-demo.fly.dev).
The biggest, fastest win. Pages ranking in positions 7 to 12 with sub-2% CTR (rostering, personal leave, support persons, primary carer) need keyword-led titles and compelling meta descriptions. This lifts CTR immediately and signals relevance, which can in turn nudge rankings.
Move from brand-only to a keyword-led title, e.g. "Employment Law Handbook | Australia's Plain-English Employment Law Guide", with a full meta description. Add Organisation / WebSite structured data to win the brand SERP and sitelinks, and reclaim the #1 brand position.
A page pulling ~7.9k impressions sits on a placeholder slug. Rename to a descriptive, keyword-rich URL and 301-redirect the old path. Audit for other default slugs left over from the Ghost migration.
Clicks are down ~46% YoY while positions improved markedly. This signature usually means high-traffic URLs were lost or not redirected during a migration. Pull the top pages from 12 months ago, identify what dropped out, and restore or redirect them to recover the traffic ceiling.
Login / sign-in pages are appearing in results; consider noindex for thin utility URLs. Move "Ask AI Beta" onto a branded subdomain or path rather than an external fly.dev demo domain, which is a trust and continuity risk.
Update the footer copyright year, confirm author bio pages (14 indexed) carry E-E-A-T signals (credentials, profiles), and ensure each chapter / bulletin shows a visible "last updated" date given the legal subject matter.