The at-bat: Base hit, but it's early.
Client: Multi-location HVAC and mechanical contractor
Change: Rewrote one branch's service area page
Date: September 16, 2026
Window: August 6 to September 15 vs. September 17 to October 27, 2026 (41 days each)
What we did
Rewrote the branch page for its own town instead of the national commercial copy it had. Mapped the other pages competing for that town's searches so they could be folded into it, and repointed the service links on the page to the company's main service pages.
Why we did it
When I start working with service area businesses, I want to make sure they have location-specific pages for their service area. A lot of the time, the content linked with the Google Business Profile needs reworking, and quickly. I typically work on the home page, about page and the heavier-hitting pages, then go quickly to the location pages.
This one was the largest pool of impressions on the whole site, at position 26 with a 0.13% click-through rate. Google was showing it, but the page didn't read like it was about that town. So the rewrite came before the consolidation.
What moved
- Average position went from 37.9 to 27.0.
- The version of the page linked from the Google Business Profile went from position 3.5 to 2.4, and from 1 click to 5.
Both leave out searches that included the company's name.
What didn't
Clicks on the main page went from 4 to 5. Position 27 is still page three. Six weeks is short, and Google's September 2026 spam update rolled out during the second window.
About the data: these numbers come from Google Search Console and measure Google search only. I'm not claiming any calls came from this change.
Talk to Stephen about your location pages.
