The brief
A site worth keeping, and search work worth doing
Kaplan Construction came to us with a live Next.js site they were happy with. The instinct in this industry is to answer that with a rebuild, because a rebuild is a bigger invoice. It was not what the business needed.
The gap was not the design. It was that the site said very little Google could act on: thin on-page signals, and nothing addressing the areas they actually build in.
What we found
- On-page signals too thin for the work the business does
- No coverage of the service areas they trade in
- A codebase in good enough shape to work inside
- No case for replacing something that already worked
The work
Inside their repo, on their terms
We worked on a branch in the client's own repository - on-page fixes across the existing pages, plus a set of service-area pages for the places they build in.
Nothing was merged by us. Every change went to the client as a diff for review, so the people who own the site stayed the people who decide what ships to it. That is how we prefer to work on a codebase we did not write.
Delivered
- Technical SEO fixes on the live site
- On-page work across existing pages
- Service-area pages for their build radius
- Every change delivered as a reviewable diff
The point
The honest version of a search engagement
Search work compounds or it does nothing. A page earns its way into the index because it deserves to be there, and that takes shipping real signals and then leaving them alone to work.
We do not guarantee rankings, and we did not promise Kaplan any. What we committed to was the work: the fixes, the pages, and a site that gives Google something true to rank.
