A new contractor site, tightened for search.
Butler's Construction & Service Solutions, a Las Vegas general contractor, launched a new site built by another developer. Our part was everything after the build: launch support, a full SEO audit and fixes, 146 in-body internal links, blog content and a search-term pass from the site's own Search Console data.
Client work for Butler's Construction. Every number below comes from our own audit and build records.
average Search Console position since launch, mostly brand searches so far
contextual internal links added inside the service page copy
duplicate titles or meta descriptions across 44 pages
search-term edits across 9 pages, plus 9 new FAQs
Counts from our audits and the live build. Average position is Search Console's blend of every search that showed the site, so brand searches weigh heavily.
A solid build, with work left in the details.
Another developer built the site, and built it well: correct canonical tags, a clean robots file and sitemap, structured data on every page, one H1 per page and alt text on every image. We took on the SEO and content work from launch onward.
The details still needed work. Seven page titles ran past 60 characters and two meta descriptions past 155, the www address served the site without redirecting, and the service page copy had no in-body links, only a related-services grid.
Our first audit, all 44 pages
| Check | At launch |
|---|---|
| Canonical tags | All correct |
| Structured data | On every page |
| One H1 per page | Yes |
| Titles over 60 characters | 7 |
| Descriptions over 155 characters | 2 |
| In-body links in service copy | 0 |
The old homepage and the new one.
Drag the line to compare. The source and date of each capture are under the slider.
- 146contextual internal links added across service pages
54to35average Search Console position since launch, mostly brand searches- 0duplicate titles or meta descriptions across 44 pages
A new contractor site, tightened for search: average position from 54 to 35.
Average Search Console position moved from 54 to 35 since launch, with zero duplicate titles or descriptions across the site.
Every title fits the results page.
We trimmed the seven long titles and two long descriptions by hand so they show in full on Google, added a permanent redirect from the www address to the main one, built an HTML sitemap page and an llms.txt file, and linked the company's social profiles in the footer and structured data. A follow-up audit of all 44 pages found zero duplicate titles and zero duplicate descriptions.
- 7 titles and 2 descriptions trimmed by hand
- www redirected to the main address
- 0 duplicate titles or descriptions on the follow-up audit
- HIGH7 titles trimmed to 60 characters or lessFixed
- MED2 meta descriptions trimmed to 155 or lessFixed
- MEDwww address redirected to the main domainFixed
- LOWHTML sitemap page and llms.txt fileAdded
- LOWSocial profiles in the footer and schemaAdded
146 links, written into the copy.
Each service page got three or four contextual links inside its own paragraphs, pointing to closely related services, for 146 in all. Ten pages with few natural matches got a short paragraph naming related services instead. Every link was checked against a real page, and no page links to itself. It is the same internal linking we build for contractors and other home services companies.
- 3 to 4 in-body links per service page
- Every link checked against a real page
- Zero pages linking to themselves
Search Console data, worked into nine pages.
Search Console showed most clicks coming from people searching the company's name, and that name competes with other businesses called Butler. We matched 9 pages to the terms people actually search, with 35 edits and 9 new FAQs, and added the company's short names to its structured data. Two repair services went in only after the company confirmed it offers them. It is the same approach behind our work for Las Vegas businesses.
- 9 pages, 35 edits, 9 new FAQs
- Short company names added to the structured data
- Services added only after the company confirmed them
How the work actually ran.
The same order every time: measure, rank, fix, then measure again and report the result either way.
- 01
Launch
Hosting, contact form email tested to both inboxes, and only the website DNS records changed.
Email recordsStatusUntouched - 02
Audit
Titles, descriptions, canonicals, schema and headings checked on every page.
Pages checkedCount44 - 03
Fix
Titles and descriptions trimmed, www redirected, links written into the copy.
FixesTitles trimmed7Links added146 - 04
Content
Blog guides for homeowners, each with an FAQ section and FAQ schema.
GuidesFAQ schemaOn each - 05
Keywords
Nine pages matched to real searches from Search Console.
EditsPages9Edits35 - 06
Measure
Average position tracked from launch onward.
Average positionSince launch54 to 35
Most clicks are still brand searches.
The move from 54 to 35 is Search Console's average position across every search that showed the site. Most clicks so far come from people searching the company's name, and service pages still rank far from page one. Non-brand growth is the next job.
We did not build this site. Another developer did, and the strong technical base is theirs. Our part is the launch support, SEO and content described here. We do not show Butler's Construction's traffic or leads without their permission.
Services used
The work on this project maps to these services.
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Case study FAQ
Did you build the Butler's Construction website?
No. Another developer built the site. We handled what came after: launch support, the SEO audit and fixes, 146 in-body internal links, blog content and a search-term pass from Search Console data.
What are contextual internal links?
Links written into a page's own paragraphs that point to closely related pages. They help visitors find related services and help search engines see how pages connect. On this site we added 146 across the service pages.
Does moving from position 54 to 35 mean more customers?
Not by itself. Average position blends every search that showed the site, and most clicks so far come from people searching the company's name. It shows Google ranking the site better over time, not a lead count.
Why trim titles and descriptions?
Google cuts off long titles and descriptions in search results. Keeping titles to 60 characters and descriptions to 155 means the whole message shows. We trimmed 7 titles and 2 descriptions by hand.
Why add some services only after confirmation?
Search data pointed to two repair services. We added them only after the company confirmed it offers both, because pages for services a business does not provide would mislead customers.
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