Case Study · Online Dating
Organic Google clicks in six months for a global dating site. Even at that scale, SEO doubled the clicks that bring in new members: +105% non-brand clicks.
A famous brand still needs SEO to reach people who don’t know its name yet. ProStar SEO doubled the platform’s non-brand clicks, from 5,700 to 11,600 a day, while keeping it first on its own name in every market.
Four numbers that sum up six months of discovery.
+105%
Non-brand organic clicks
per day, 5.7K to 11.6K
+136%
Non-brand impressions,
first vs last 28 days
1.6M
Non-brand clicks
in six months
59.1M
Total organic clicks
from Google
A dating brand people search for by name.
ProStar SEO's client runs one of the most visited dating sites in the world, with members on every continent and a mobile app that carries most of its daily use. People don't browse their way to it. They type its name into Google, often several times a week, in a dozen languages and in hundreds of spellings. Google Search is the front door of the business, and the platform measures that door in millions of clicks a month.
Industry
Online dating
Business type
Global dating platform, web and mobile app
Region
Worldwide, with its largest audience in Western Europe
Primary goal
Win new members on generic dating searches, beyond the people who already know the brand
A strong brand, limited reach beyond it.
Brand searches bring back people who already know the platform. They don’t bring new ones. Someone looking for a dating app in their city types what they want, not a name, and those searches go to whoever Google trusts on the topic. At the start of the engagement, non-brand queries brought in about 5,700 clicks a day, under 2% of the total.
- Brand demand has a ceiling. Clicks on the brand grew 11% over the period. That growth follows awareness, and awareness is bought elsewhere.
- New members search by need. Generic dating searches are where people who have never heard of the platform start, in every language it serves.
- The brand still has to be defended. Hundreds of spellings, many markets and one domain: every variant needs the platform in first position while the discovery work grows.
- Mobile first, almost entirely. More than nine clicks in ten arrive on a phone, so mobile performance decides how the site holds and gains positions.
Goal
Grow the clicks that come from people who don’t know the brand yet, without losing first position on the brand itself.
An approach in four moves.
ProStar SEO has run the platform's search program for 18 months, measuring brand and non-brand clicks separately, market by market.
Separate brand from discovery
ProStar SEO splits every Search Console report into brand and non-brand queries. Brand clicks show how well the platform holds its name. Non-brand clicks show how many new people it reaches, and they are the number the program is judged on.
Target the searches new members make
ProStar SEO worked the generic dating searches people make in each market and language, matching them to the pages built for that intent. Non-brand impressions grew 136%, from 373,000 to 881,000 in 28 days.
An international structure Google reads correctly
ProStar SEO structured the language and country folders with hreflang so Google serves each searcher the version built for their language. The site earned clicks from 239 countries in six months, and 196 of them sent at least 100 clicks.
Keep the brand in first position
Discovery work never costs the brand its place. Nine of the ten most searched brand variants rank at an average position of 1.0, and they convert at a 93% to 96% click-through rate.
Non-brand clicks, doubled.
Brand clicks rose 11% over six months. Non-brand clicks rose 105%. The platform now earns about 11,600 clicks a day from people searching for what it offers rather than for its name, and total organic clicks reached 59.1 million.
| Metric | Before | After | Growth |
|---|---|---|---|
| Non-brand clicks per day, 7-day average | 5,669 | 11,617 | +105% |
| Non-brand clicks, first vs last 28 days | 167,174 | 306,252 | +83% |
| Non-brand impressions, first vs last 28 days | 372,563 | 881,070 | +136% |
| Non-brand clicks, May vs August 2026 | 196,414 | 336,712 | +71% |
| Brand clicks per day, 7-day average | 269,291 | 298,296 | +11% |
| Total organic clicks per day, 7-day average | 284K | 323K | +14% |
| Monthly organic clicks, April vs August 2026 | 8.53M | 10.32M | +21% |
A · Markets
The biggest markets
- France Average position 1.5 33.7M
- United States Organic clicks, six months 4.1M
- Brazil Organic clicks, six months 4.0M
- Mexico Organic clicks, six months 3.0M
- Spain Organic clicks, six months 2.3M
- Countries with 100+ clicks Out of 239 countries sending clicks 196
B · Discovery vs brand
Discovery grew ten times faster
Daily clicks, 7-day average, start of the period against the end. The brand grew with awareness. Non-brand grew with the SEO program.
C · Peak
The best single day
- June 15, 2026 Organic clicks from Google in one day 453,522
- Lowest day of the last quarter Still within 300 clicks of the 300,000 mark 299,732
The numbers, in pictures.
Charts built straight from the client's Google Search Console data.
Four metrics that make the difference.
+105%
Non-brand clicks
From 5,700 to 11,600 clicks a day from people searching by need, not by name.
+136%
Non-brand impressions
From 373,000 to 881,000 non-brand impressions in 28 days.
+11%
Brand clicks
Brand demand grew with awareness; discovery grew ten times faster.
59.1M
Total organic clicks
Six months of Google clicks from 239 countries, at an average position of 1.9.
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