Local SEO case study: what changed when I fixed structure first

This case study is from my own site. I wasn’t missing content. I was missing structure — and that was suppressing visibility and lead flow.

Problem:

  • Important pages were buried
  • Internal links didn’t guide users (or Google) to the right pages
  • Traffic arrived without a clear next step
  • The homepage was doing all the work

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The Local Visibility Diagnostic identifies what’s limiting discovery and where the lead path breaks — then gives you a clear fix order.

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Delivered asynchronously (Loom + written summary). No sales call required.

What I changed

I treated the site like a visibility system instead of a collection of pages.

  • Promoted pillar pages so the most important pages were obvious to users and Google
  • Rebuilt internal linking so each page led to the next logical step
  • Reduced decision friction by giving each page one job and one clear action

No new blog posts. No redesign. Just clearer architecture and cleaner pathways.

What happened next (30 days)

  • Traffic doubled without new content or ads
  • Engagement increased (more page views, deeper activity, better navigation flow)
  • The Local SEO page saw a 584% increase in views
  • Direct and referral traffic rose, showing stronger brand demand and better capture

Screenshots and the full breakdown are on the results page.

If your important pages are buried, your visibility gets capped

The diagnostic shows you which pages should be elevated, what’s confusing Google, and where visitors drop off — based on your market and your current setup.

Request the Local Visibility Diagnostic — $295

Delivered asynchronously (Loom + written summary). No sales call required.

The takeaway

Most local websites don’t need more content. They need a structure that makes it easy for Google to understand the business and easy for a buyer to take action.

If your visibility feels inconsistent, start with diagnosis.

Get the fix order for your visibility

Find what’s limiting discovery, what’s leaking leads, and what to fix first.

Get the Local Visibility Diagnostic — $295

Delivered asynchronously (Loom + written summary). No sales call required.