Case study · Home services · Client work

Search Console data, turned into 63 page edits.

A Las Vegas fireplace, glass and doors company had a rebuilt site we made, live and working. Three months of its own Search Console data showed the words customers actually search, so we matched 13 high-value pages to those terms and shipped every change after one approval round. The client's name is withheld for privacy.

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Client work, described by industry and region. Every number below comes from our own audit and build records.

Las Vegas fireplace, glass and doors co. homepage on a laptop, client site blurred for privacy
Las Vegas fireplace, glass and doors co. on a phone
63
Page editsApproved and live in one round
client site · client site, blurred · captured live Oct 9, 2026
13

high-value pages matched to real search terms

63

edits made across those pages

89

search-term placements

25

service-area city pages on one shared layout

Counts from the approval document and the live build. Ranking results are still being measured.

ClientHome servicesSite rebuild and search-term pass
The situation

A good site using the wrong words.

We had already rebuilt the site: new service pages, a cleaner homepage and 25 service-area city pages. It looked better and loaded well, but its pages still described services in the company's words, not always the words customers type into Google.

Search Console had three months of data on exactly that: which searches showed the site, and which pages Google matched to them. That export became the brief.

Las Vegas fireplace, glass and doors company: homepageClient site, blurred
Blurred capture of our rebuild: a clean dark header, a full-width showroom photo, a left-aligned headline with two buttons, and a quote form beside it.
Blurred capture of the client's old homepage: a crowded header with address and hours, an orange menu bar, and a centered headline over a dark photo.
Before: the old site, archived by the Wayback Machine, Jun 12, 2026After: our rebuild, captured live, Oct 9, 2026Drag or use the arrow keys. Both captures blurred for client privacy.
What we did

Search Console data turned into 63 page edits, approved and live in one round.

All 13 pages passed our pre-publish checks and went live after one approval round.

01 · The rebuild

25 city pages, one layout to maintain.

Every service-area city page renders from one shared layout, with only the city-specific details passed in. Change the layout once and all 25 pages update together, which kept the later search-term pass fast and consistent.

One layout, 25 pagesIllustration
1 shared layoutCity name, intro, map
Diagram of the page structure, not a screenshot of the client's site.
02 · The search-term pass

Real searches, worked in page by page.

From the three-month export we picked 13 pages with real search demand and worked the terms people actually used into their title tags, descriptions, intros and FAQs: 63 small edits and 89 placements in all, not rewrites. We added FAQ sections to two pages and fixed cross-links between related services. We skipped terms for services the company had not confirmed it offers.

  • 13 pages, 63 edits, 89 term placements
  • New FAQ sections on two service pages
  • Terms for unconfirmed services left out on purpose
Approval document, sample layoutSample layout
Title tag in the company's own words
Title tag using the search term customers used
Intro paragraph with no local term
Intro naming the service and Las Vegas
No questions answered on the page
New FAQ section from real customer searches
13 pages · 63 editsStatus: approved
Placeholder wording to show the format. The client's real page text is not shown.
03 · Approval

Nothing ships without a yes.

Every change went to the client as a before-and-after document, page by page, before anything shipped. Two business details were flagged for confirmation and confirmed. After approval, all 13 pages passed our pre-publish checks and went live in one release.

From data to live pagesIllustration
Three-month Search Console exportThe terms that already showed the site.
Plan and edits on a preview build13 pages, nothing live yet.Preview
Before-and-after approval documentEvery change visible to the client before it ships.Approved
Pre-publish checks, then liveAll 13 pages passed and shipped in one release.Live
Process

How the work actually ran.

The same order every time: measure, rank, fix, then measure again and report the result either way.

  1. 01

    Rebuild

    New service pages and 25 city pages on one shared layout.

    City pages
    Layouts to maintain1
  2. 02

    Read the data

    Three months of Search Console searches and pages.

    Source
    Window3 months
  3. 03

    Edit

    Title tags, descriptions, intros, FAQs and cross-links on a preview.

    Edits
    Pages13
    Edits63
  4. 04

    Approve and ship

    One approval round, pre-publish checks, one release.

    Status
    Live pages13
  5. 05

    Measure

    The same search terms compared about four weeks after launch.

    Rankings
    ResultIn progress
The honest part

Ranking results are still being measured.

The edits went live in early October. We are comparing the same search terms about four weeks after launch, and we will add the numbers here when they are in, not before.

We show the client's site blurred and describe them by industry. We do not show their analytics without permission.

Services used

The work on this project maps to these services.

Questions

Case study FAQ

What is a search-term pass?

We take your own Search Console data, find the searches that already show your site, and work those words into the matching pages, only where they describe a service the business actually offers. On this project that meant 63 small edits across 13 pages.

Did rankings go up?

We do not know yet. The changes went live in early October and we are comparing the same terms about four weeks later. We will publish the result when we have it.

Why skip some search terms?

Some searches were for services the company had not confirmed it offers. Writing pages for services a business does not provide would mislead customers, so we left them out.

Does the client approve every change?

Yes. Every change went out as a page-by-page before-and-after document, and nothing shipped until it was approved.

Why are the city pages built from one layout?

So a change to the layout updates all 25 city pages at once. It keeps the pages consistent and makes later improvements fast.

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