The at-bat: Sacrifice bunt.
Client: Multi-location HVAC and mechanical contractor
Change: Removed and redirected branch pages for services those branches don't offer
Date: October 1, 2026
What we did
One branch only does commercial HVAC, but the site had a commercial electrician page and a commercial plumber page for that town. Another branch does residential and commercial HVAC only, but had electrical and plumbing pages for its town too. We unpublished them and redirected each one to the company-wide page for that service, then took electrical and plumbing off both branch pages.
Why we did it
There are always businesses getting calls they can't take, because they select all of the options, or they put a bunch of services on pages they don't actually provide. Sometimes businesses don't actually know what they have on their page.
These pages worked. One electrician page ranked around #9 for "electrician" plus the town name. One residential plumber page had about 45,000 impressions. But the branch can't take those calls.
What we gave up
Visibility on searches that looked good in a report. That's the bunt. The branch pages now stand for the work the branches actually do.
What moved
Too early to say. This went live October 1, 2026.
About the data: the ranking and impression figures are from Google Search Console before the change. The point of this one isn't a number going up.
Talk to Stephen about what your site is ranking for.
