Case study

Construction & facilities: how we built 14 sites

One site per type of job, split by the work rather than by location. All 14 started at zero impressions and reached 248,000 impressions in the 60-day reporting period, measured in Naver Search Advisor. The period is 60 days, but the sites were live for 33 days on average.

14 job types

14 sites, one per job type

Sites built: 14 sites, split by job type and built on the same structure. Every one launched as a new site with zero impressions.
Impressions, last 60 days: 248,000 in total. Top site 109,000; median per site 7,850.
Days live: The reporting period is 60 days; the sites were live for 33 days on average.

Sites

Before we started

Construction & facilities: what we diagnosed first

Before deciding what to build, we looked at what was keeping these businesses out of search.

What we checked

How many query variants each job type has
How far trade terms differ from the words customers use
What actually drives a quote, beyond the price itself
Whether the HTML that crawlers receive actually contains the body copy

The problem

Customers describe the same job in different words (“demolition” versus “restoring a unit to its original condition”), but the sites used trade terminology only. Queries in customers’ own words had no page to land on.

So we split the sites by job type. People hiring for construction and facilities work already know the job they need. “Waste removal” and “ladder truck” are not searched by the same person on the same day, so each job got its own pages.

14 job types

Work and results

Construction & facilities: from zero to 248,000 impressions

Between the starting point and today’s numbers is the work. Here are all three side by side.

Before
All 14 sites at zero impressions
New sites with no pages that could appear in search, and no way in beyond brand-name searches.
What we did
Split by job type, same structure 14 times
We launched the sites, expanded the pages that could surface in search, wrote the content, submitted everything to search engines and added evidence that can be verified off-site. The five steps below show the order.
Now
248,000 impressions, last 60 days
Top site 109,000, median per site 7,850. The sites were live for 33 days on average.

Week by week

Construction & facilities: what happened over 33 days

The average of 33 days live across all 14 sites, divided into five stretches.

Week 1 · Days 1–7
Launched a separate site for each job
Waste removal and a ladder truck are different needs on different days, so each job type got a site of its own.
Week 2 · Days 8–14
Expanded pages using customers’ own queries
Pages target the words customers actually type rather than trade jargon: “demolition” and “restoration” are different queries.
Week 3 · Days 15–21
Wrote around what changes the cost
Instead of a flat total, pages explain what moves the price: site conditions, access, and how debris gets out.
Week 4 · Days 22–28
Registered with search engines
Each finished site was registered with the search engines and submitted a sitemap.
Week 5 · Days 29–33
Connected off-site evidence
Pages link to sources that can be verified elsewhere, such as materials and partner relationships.

Original screenshots

Construction & facilities in Naver Search Advisor

Screenshots show Naver Search Advisor’s Korean interface: 최근 60일 = last 60 days, 노출 = impressions, 클릭 = clicks, 평균 CTR = average CTR, 백 = hundred, 천 = thousand, 만 = ten thousand (1.8만 = 18,000).