Case Study • Civic Services

90 leads in 15 days,
85% growth in AI impressions

Jaagruk Bharat helps people with passports, driving licences, e-Shram cards, number plates and state welfare schemes. In July we started a guide library on its own domain. Three months later the site's Google impressions were up 75% and clicks up 29%, it had appeared 1.26M times inside Google's AI features, and the guides had brought in 90 leads in 15 days.

/ Key Metrics

Thirteen weeks, measured

+29%

Site-wide clicks

20.1K → 25.9K per 28 days

+75%

Site-wide impressions

1.79M → 3.13M per 28 days

+85%

Google AI impressions

303K → 563K per 28 days

Leads in 15 days

20 Sep – 4 Oct 2026

Search figures cover all of jaagrukbharat.com, from Search Console in 28-day windows. Leads come from the forms on the guides. Full method on our methodology page.

/ The Problem

A big audience, standing on one page

Jaagruk Bharat did not need introducing to Google. Since May 2025 it has earned close to a million clicks from search. But 40% of them came through a single page, an e-KYC guide for one Madhya Pradesh welfare scheme. That is an audience borrowed from one government deadline. When the deadline passes, so does the traffic.

The work Jaagruk Bharat actually sells sits somewhere else: passport appointments, licence renewals, HSRP number plates, FSSAI and GST registrations, the certificates every state issues differently. Nobody searches for those as a topic. They search for the step they are stuck on. How do I check my status. Where is my application number. How do I change the mobile number on my card. Each of those is its own question, asked dozens of ways, and the site had no page answering most of them.

In procedural search, the question is the keyword. “Gruhalakshmi status check” and “how to get gruhalakshmi application number” are two different jobs, and each is won by the page that does exactly that job.

/ The Approach

One question, one guide

We built a library at jaagrukbharat.com/feeds and kept filling it at the pace the questions demanded. Every guide is held to the same specification, because a library is only as useful as its weakest page.

The specification every guide ships against

One job: A single task, named the way people type it: check HSRP order status, download an e-DL, update the mobile number on an e-Shram card. If two searches need different steps, they get two guides.
Answer first: A quick-overview table at the top with the portal, documents and steps at a glance, then numbered instructions, then short FAQs. People arrive mid-task and need the answer before the explanation.
Official sources only: Every outbound link goes to a .gov.in or .nic.in portal. No aggregators, no other facilitators. Readers are about to type in an Aadhaar number, and the guide should send them somewhere they can trust.
A next step: Inline links to the matching Jaagruk Bharat service for readers who would rather have it done for them, and a lead form on every guide.
Kept current: Portals change their process without notice. Guides are re-checked and revised in place, under a named author, rather than left to go stale.
On their domain: Every guide lives on jaagrukbharat.com itself, as the site’s own content. We run and maintain the library, so Jaagruk Bharat’s team never had to take on the work.

/ Results: Search Console

Impressions +75%, clicks +29%

Across all of jaagrukbharat.com, the 28 days to 2 October against the 28 days to 7 August: impressions from 1,785,313 to 3,132,500 and clicks from 20,074 to 25,928, while the average position improved from 8.1 to 7.2. Over the full three months the site took 71.1K clicks from 7.05M impressions.

Search Console · Site-wide · 3 Jul – 2 Oct 2026Client's own data

Google Search Console for jaagrukbharat.com, 3 Jul to 2 Oct 2026: 71.1K clicks, 7.05M impressions, 1% average CTR, average position 8.1, with daily clicks and impressions rising through September

Daily clicks (blue) and impressions (purple) across the whole property. Both hold steady through August, then lift together from early September and keep climbing to the end of the window.

/ Results: Google's AI Features

1.26M impressions inside AI answers

Search Console now reports separately on the times a site appears inside Google's generative AI features, the AI Overview at the top of the results page among them. For jaagrukbharat.com that was 1.26M impressions in three months. Over the same two 28-day windows as the figures above they rose 85%, and the daily line more than tripled: under 10K a day in early July, over 30K a day by the end of September, with the steepest climb in the final fortnight.

Search Console · Generative AI features · 3 monthsClient's own data

Search Console Generative AI features report for jaagrukbharat.com, last 3 months: 1.26M total impressions, daily impressions rising from under 10K in early July to over 30K in late September

The same property, filtered by Google to its AI surfaces. The step up in mid-September lines up with the site-wide lift above.

/ Results: Leads

90leads in 15 days.

Traffic is the means. Every guide carries a short enquiry form for readers who would rather have Jaagruk Bharat handle the paperwork, and every enquiry is stamped with the guide it came from. From 20 Sep to 4 Oct the guides produced 90 leads from 89 different people, 73 of them straight from organic search. That is an average of 6 a day, and the busiest day brought in 11.

Leads from the guides, per day

Enquiry forms on the guides, spam excluded · 20 Sep – 4 Oct 2026

90leads

Guides that brought in the most

The guides that bring in the most leads are status checks and corrections: exactly the moments when someone would rather pay to have it done.

/ The Takeaway

Publish the question, then wait.

None of this arrived in the first month. Impressions and clicks held level through August, lifted from September, and the leads followed. Content in procedural search works on a lag, and the first few weeks are the wrong place to judge it.

The other lesson is about where to aim. A brand that lives inside a regulated process will not out-rank the portal on the procedure itself. It can own the hundred small, specific, frustrating questions around the process, one page each, and in Google those add up.

Judge it on leads, not traffic

Traffic is the means. The number that matters to Jaagruk Bharat is 90 leads in 15 days, from people asking to have their paperwork handled, each one stamped with the guide that brought them in.

/ Take Action

Find the questions you are not answering.

We will map the specific questions your customers type, show you who answers them today on Google and in AI answers, and tell you honestly which of the two you can win.

Schedule a discovery call