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Case study · Enterprise software · Dar es Salaam
Page two to page one — and it held after I left
A six-month consultancy that moved average Google position from 15.3 to 9.0. Four months after the contract ended it had improved further to 7.6, with monthly clicks 21% above where they started. That is the difference between structural SEO and rented traffic.
15.3 → 7.6Average Google position
+21%Monthly clicks, after vs before
4,016Clicks in 12 months
684Clicks from one guide
Client: iPF Softwares · Scope: Six-month SEO consultancy, ipfsoftwares.com and notify.africa · Period: Oct 2025 – Mar 2026 (concluded)
Before, during, after
This is the engagement I point to when someone asks whether SEO work actually lasts. Because the contract ran inside the reporting window, there is a genuine before, during and after in the same dataset.
| Period | Clicks / month | Avg position | CTR |
|---|---|---|---|
| Before (Aug–Sep 2025) | 301 | 15.3 | 2.47% |
| During (Oct 25 – Mar 26) | 308 | 9.0 | 2.59% |
| After (Apr–Jul 2026) | 364 | 7.6 | 2.70% |
Average position moved from page two to page one. More importantly, the gains held and kept compounding after the engagement ended. Monthly clicks in the four months after the contract closed were 21% higher than in the two months before it began. If performance collapses the month you stop paying, you were renting.
Non-branded commercial rankings won
Branded search is easy to win and tells you little. These are searches made by buyers who do not yet know the company exists:
| Query | Avg position | Clicks |
|---|---|---|
| online payment systems in tanzania | 1.2 | 12 |
| software development companies in tanzania | 3.3 | 21 |
| software companies in tanzania | 3.5 | 26 |
| online payment methods in tanzania | 3.6 | 34 |
| payment gateways in tanzania | 6.9 | 31 |
The content asset that carried it
The Tanzania online payment guide earned 684 clicks from 71,030 impressions — second only to the homepage, and the largest non-branded entry point on the entire site. One well-researched piece aimed at a real buying question outperformed every service page.
Reach beyond Tanzania
Twelve-month totals were 4,016 clicks from 149,545 impressions. Tanzania accounted for 3,360 clicks, followed by Kenya (160), Uganda (43) and Rwanda (17) — regional visibility, not just domestic.
AI search visibility
Part of this engagement covered getting the brand cited inside AI-generated answers rather than only ranked in blue links. By the end of the contract, iPF content was being cited in Google AI Overviews, Perplexity and ChatGPT for SMS and messaging queries in the Tanzanian market. This is documented in the end-of-contract performance report I delivered, and it is the same approach behind my AI search optimisation service.
“Awesome service, very knowledgeable, and great passion in SEO. I am impressed.”
Method note
All figures come from Google Search Console for ipfsoftwares.com, covering 5 August 2025 to 4 August 2026. Periods are defined by the contract dates. Monthly click figures are averages across each period. The partial month of August 2026 is excluded.
Need SEO that survives the end of the contract?
I run fixed-scope consultancies for B2B and software companies, with reporting you can audit line by line.