How search finds the pages
A list of the real pages, a note on what search should read, and old addresses that still open the new page. One official web address, so two versions of the site do not compete.
Search
Be the company the search can read.
More of the first look happens in a search box, a map pack, or a summary a tool writes before anyone calls. SEO is how a contractor becomes legible to those systems: the right page, the right name, and a record that matches the yard.
Why it matters
A builder with a grading package does not tour every yard in the county. They search the scope and the city. Google, maps, and the tools that answer “who does this work” pull from the same public record: the site, the profile, and the words on the page.
A company with better crews can still lose that moment. The old address is what comes up. The title is a theme leftover. The map pin sits on a closed suite. The short list fills with whoever was readable. Search is now part of how work is awarded, and it gets stricter as more of that decision is made by software.
The fix is specific. Each page has one job. The title and the description are written for the result a person actually sees. The business name, phone, and address agree everywhere. Old links still land. Then the record is scored again, so the next change is chosen on purpose.
How I use it
Six places a contractor site usually leaks.
This is the same weighted review used on Cal West: how search finds the pages, the line people see in results, whether a page says enough, the local record, how the site is organized, and how the page feels to open. Rankings and outside links sit outside that score, and the report says so.
Titles and snippets
Every indexable title and description checked for length, so the result in search is a sentence about the work, not a cut-off theme line. On Cal West, titles were brought into a 50–60 character range and descriptions into 120–155.
Content depth
Each service page names who buys the work, what is included, and which job shows it. Length only counts when the new sentences are true. Repeating the scope list does not raise the score.
Local record
The name, phone, address, and license written so Google can read them, the Google listing linked from the site, and one version of that record. Hours go on the site only when they come from the profile you own.
Architecture
The homepage keeps the main search. Services become an index. Each interior page gets its own heading, so two pages do not compete for the same line.
Page experience
Fonts and images that load with the page, and a rule that blocks outside scripts until you decide to allow one. A fast page is part of being found. So is refusing a tracking tag that was pasted in and never actually runs.
The report
An executive summary, then the work list.
You get a short read of the site and a ranked set of recommendations. The Cal West reviews were rescored on the same rubric after each pass, so the summary shows what moved.
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01
Executive summary
A weighted on-site score, the category that is holding it down, and one paragraph on what the number means. Rankings and links are named as outside the score when they were not measured.
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02
What changed
A before-and-after by category. After Cal West’s service pages and the Google profile link, local entity and architecture moved. Page experience did not, because the fonts and images were already in place. The summary says which is which.
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03
Recommendations, in order
High, medium, and low. Each item names the finding and the change that would raise it. A city, a quantity, or a closing time stays off the page until you know it. Filling a blank to look complete is not a recommendation.
Under the surface
The checks most reviews skip.
Old addresses. Search and old emails still send people to pages from the previous site. Those need to open the new page, or the history of the company points at a dead end.
The heading and the title doing different jobs. The homepage can own the category. The projects page should read as selected work, even when both mention the same county.
A map profile that exists but is not the one the site claims. The business record should point at the profile you control, on the homepage and in the details search reads.
Security versus measurement. The site refuses scripts from other companies. A tracking tool will not run until that rule is changed on purpose. The report says that, instead of pasting a snippet that never fires.
Facts left blank. A missing city or a missing unit count is recorded as open, not invented. The valuable line in the summary is often the one that says “do not publish this yet.”