How We Grew Non-Branded Organic Clicks 207% for Overwatch

The challenge: Reach job seekers who weren’t already searching for Overwatch

Traffic alone wasn’t the goal. The real objective was to connect Overwatch with qualified candidates at the exact moment they were searching for data center, mission-critical and skilled-trade opportunities.

We began SEO work in March 2026 with a handful of high-impact projects rather than a continuous month-over-month campaign. The north star was simple: improve visibility for role, location, specialty and experience-level searches, then turn that visibility into meaningful actions such as job applications, resume uploads and talent-form completions.

The foundation: Fix the site before asking Google for more

We started by strengthening what Overwatch already had. In spring 2026, we optimized 15 existing pages, improved site performance and cleaned up technical issues that could make crawling, indexing or user experience harder than they needed to be.

The technical cleanup included mixed-content problems, broken internal links, incorrect sitemap entries, 4XX errors, broken canonicals, schema validation, HTTPS/security checks and performance issues such as JavaScript/CSS bloat, render-blocking fonts and image optimization.

Source: Performance screenshots in the August 2026 SEO report. The reported PageSpeed performance score improved from 74 to 95.

The content strategy: Build a career cluster around high-intent searches

Instead of blogging broadly, we built content around questions real candidates were already asking. The new pages focused on salaries, qualifications, career paths and specific data center roles—topics with clear job-search intent.

New content included:

• Critical Facilities Engineer Salary & Career Path Guide
• Data Center Jobs for Veterans | Career Guide
• Data Center Jobs Without a Degree | Career Guide
• Data Center Technician Salary Guide | Pay, Roles & Growth
• How to Become a Data Center Technician
• What Does a Data Center Commissioning Engineer Do?

We also handled the web-development and layout work needed to turn the content into useful, search-friendly landing experiences instead of standalone blocks of text.

The breakthrough: Non-branded organic clicks grew 207%

Google Search Console showed growth across the entire search footprint—but the non-branded gains were the most important. Overall monthly organic clicks increased from 1,317 to 2,167 (+65%), while monthly search impressions increased from 15,500 to 36,167 (+133%).

When branded searches containing “Overwatch” were filtered out, monthly organic clicks increased from 25 to 76 (+207%) and non-branded impressions increased from 2,733 to 7,817 (+186%).

Source: Google Search Console data included in the August 2026 performance report. Overall organic clicks increased 65% and search impressions increased 133%.

Source: Google Search Console with branded queries containing “Overwatch” filtered out. Monthly non-branded clicks increased 207%; non-branded impressions increased 186%.

The rankings: New career pages reached the top of Google

Semrush Position Tracking shows the content cluster moving from little or no visibility to prominent first-page rankings. Between April 1 and August 12, several target queries reached position #1.

That is the behavior we wanted to see: one well-structured topic cluster beginning to earn visibility across multiple closely related searches rather than relying on a single keyword win.

Source: Semrush Position Tracking, April 1-August 12, 2026, as shown in the client report.

The AI signal: ChatGPT referrals started climbing too

Organic search wasn’t the only discovery channel showing movement. Google Analytics data in the report shows AI-driven referral traffic trending upward through 2026, with activity accelerating noticeably in July and early August.

ChatGPT was the largest recorded AI traffic source, with additional referral activity from Gemini and Claude. We treat this as an early visibility signal rather than proof that any one SEO change directly caused an AI citation or referral—but it is encouraging to see the brand being discovered beyond traditional search results.

Source: Google Analytics AI referral data in the August 2026 report, showing ChatGPT as the largest listed AI referral source and higher activity in July/early August.

The validation: Semrush and Ahrefs saw the same upward trend

First-party Google data is the most important evidence here, but independent SEO tools pointed in the same direction. The report’s broader Semrush domain metrics show rising organic traffic and keyword visibility into August 2026, while Ahrefs also shows a substantial upward trend in estimated organic traffic and referring domains.

Third-party SEO tools use estimates, so we don’t treat their traffic numbers as exact session counts. Their value here is validation: multiple measurement platforms are seeing the same general direction of travel.

Source: Semrush general domain metrics and Ahrefs general traffic report shown in the August 2026 client report. These are third-party estimates used to validate the trend, not replace first-party analytics.

The takeaway: Focused SEO created momentum before a full monthly campaign

The interesting part of this case study is that these gains came from concentrated SEO initiatives—not yet from a continuous month-over-month optimization program. The technical foundation improved, the career content began earning first-page positions, non-branded visibility expanded and AI referrals started moving in the right direction.

The next opportunity is consistency: continue publishing high-value content, optimize existing pages, monitor technical health and expand into additional job roles, locations and search topics. The early results give us something concrete to build on.

If you’re trying to grow a similar search footprint, our WordPress SEO services combine the same core pieces: technical cleanup, search-intent research, content, on-page optimization and ongoing measurement.

Overwatch SEO Case Study FAQ

What SEO work did Hog the Web do for Overwatch?

The spring 2026 campaign included on-page optimization across 15 existing pages, performance improvements, technical SEO fixes, and new career-focused content targeting data center and mission-critical job searches.

How much did Overwatch’s organic search traffic grow?

According to the Google Search Console comparison in the August 2026 report, monthly organic clicks increased from 1,317 to 2,167, a 65% increase, while monthly search impressions increased from 15,500 to 36,167, a 133% increase.

What happened to Overwatch’s non-branded search traffic?

Non-branded organic clicks increased from 25 to 76 per month, a 207% increase, while non-branded search impressions increased from 2,733 to 7,817 per month, a 186% increase. These searches are especially valuable because they introduce Overwatch to people who were not already searching for the brand by name.

Did Overwatch gain traffic from AI tools?

Yes. Google Analytics data in the report shows AI-driven referral traffic trending upward in 2026, with activity accelerating in July and early August. ChatGPT was the largest recorded AI referral source, with additional traffic from Gemini and Claude.