A regional restoration company needed to recover lost search visibility, rebuild service-page relevance and create a stronger connection between location intent and emergency service demand.
A Google core update exposed thin service coverage, weak internal linking and overlapping location pages. Rankings fell across high-value restoration queries, making qualified emergency leads less predictable.
The campaign combined technical cleanup, stronger relevance signals and better measurement.
Rebuilt the service and location architecture around emergency search intent
Consolidated overlapping pages and strengthened canonical signals
Created clearer internal links between service, location and educational content
Improved entity, review and Google Business Profile consistency
Introduced conversion tracking for calls and lead forms
Visibility stabilized as Google recrawled the cleaner architecture. Priority service pages regained stronger positions, local discovery improved and the business had a clearer measurement system for emergency leads.
“The recovery plan gave us a clear route back into the market. We could see what was being fixed, why it mattered and how the work connected to calls.”Water Extraction Team (WET)
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