CASE STUDY — 02
ProfilDance
Dance School · Warsaw, PL
Visual identity and website for a Warsaw dance school. Type, colour, layout — then Next.js build with Payload CMS. A year on, non-branded Google traffic — impressions up 72%, clicks up 34%, visible queries up 78%.
profildance.com ↗— Overview
The Brief
My Role
Results — year over year
Google Search Console, last 28 days vs the same period a year earlier. Branded queries filtered out — searches for the school's name don't count here.
The site simply shows up for far more searches than it used to — average position climbed from 19.3 to 14.6.
A third more clicks from people who weren’t searching for the school by name. On mobile — where parents actually search — clicks grew 45%.
The site appears for nearly twice as many distinct queries, including a wave of entirely new ones — "baby dance", "acro dance warszawa", "profesjonalni tancerze warszawa".
First-page queries up 63%, top-three queries up 47%. Of the queries present in both periods, nearly two in three improved their position — the trend, not a lucky outlier.
Queries that moved
Three examples of what the year-over-year shift looks like on real searches.
akrobatyka dla dorosłych warszawa
From page four to page two — nine times the impressions and five times the clicks. The strongest single move in the dataset.
modern jazz warszawa
From invisible to first page. A year ago this query brought zero clicks; now the dedicated modern jazz page collects them.
akrogim
A niche discipline the school effectively owns in search — more than half of everyone who sees the result clicks it, and clicks nearly tripled year over year.
Why it moved
No link building, no content farm — the growth tracks the structure of the site itself.
- 1One page per classInstead of a single offer page, every discipline got its own URL — its own title, copy, and schedule. Google can rank "modern jazz warszawa" on a page that is actually about modern jazz.
- 2New pages, new trafficPages that didn’t exist in search a year ago now carry weight — /oferta/akrogim converts at a 13.3% CTR, /oferta/modern-jazz pulls in a steady stream of impressions on its own.
- 3Desktop catching upAverage desktop position improved from 34.0 to 21.8 — twelve positions. Mobile was always the stronger side; now both curves point the same way.
Chapter