A nonprofit Google could barely read.
Utica Creative Reuse is a 501(c)3 arts and crafts thrift store in Central New York. The site had crawl errors, unindexed pages and no analytics when I started.
02 / What I DidWhat I did.
| Skill | Before | After |
|---|---|---|
| Technical SEO | Critical crawl errors, pages not indexed | Errors resolved, full indexing confirmed |
| On-page SEO | Titles and metas missing or duplicated | Unique, keyword-aligned titles and metas |
| Site architecture | No internal link structure | Link architecture connecting key pages |
| Measurement | No GA4, no GSC | Full tracking from day one |
Non-brand clicks grew 4x faster than brand.
Non-brand clicks rose 25.9% against 6.1% for brand, among queries Google reports by name.
| Page or query | Result |
|---|---|
| /events/ clicks | 49 to 92 |
| /donate-materials/ clicks | 38 to 56 |
| "art thrift store" position | 11.5 to 5.1 |
| "craft thrift store" position | 10.5 to 6.9 |
| "where to donate art supplies" impressions | 7 to 598, at position 3.1 |
GSC Clicks and Impressions: Aug to Oct 2026 vs 2025
Aug to Oct 2026
Aug to Oct 2025 (baseline)
Google changed how results are collected in September 2025, which affected reported impressions and average position across most sites. Clicks are the cleanest comparison.
Traffic by Channel: May 2026
Worth knowing.
Both periods fall after the store opened in June 2025. Local press and social activity also drove demand.