Each case study shows the artifact, what I reviewed, what I found and what I would recommend next.
A structured review of crawlability, on-page signals, local relevance and performance opportunities for an automotive service website.
The written findings below stay limited to observations that can be validated on the public site.
| Public-page observation | What to validate | Recommendation | Priority |
|---|---|---|---|
| Repeated heading patterns across homepage modules | Export the H1-H3 outline for key templates | Use headings for hierarchy rather than repeated visual styling | High |
| Image-rich service and gallery templates | PageSpeed and Core Web Vitals by template | Right-size, compress and serve modern image formats | High |
| Large number of service links and repeated menu blocks | Internal-link depth and crawl distribution | Keep contextual links focused on related services | Medium |
| Public address and local service language | Schema, profile and citation consistency | Validate LocalBusiness markup and matching entity details | Medium |
Google Search Console, with account access: validate performance, page indexing and sitemap findings.
Screaming Frog: status codes, metadata, canonicals, headings and link discovery.
PageSpeed Insights: Core Web Vitals, performance diagnostics and prioritized loading opportunities.
A search-intent and page-mapping plan designed to attract homeowners researching window replacement services in the Greater Toronto Area.
A real spreadsheet excerpt makes the clustering logic easier to evaluate than a decorative keyword graphic.
Start with services, products, problems, locations and customer language.
Separate commercial, local, comparison and informational searches.
Match each cluster to an existing or proposed page to prevent overlap.
| Keyword | Intent | Relative competition | Recommended page | Reasoning |
|---|---|---|---|---|
| window replacement Toronto | Commercial + local | High | Toronto service page | Strong service intent with location modifier |
| energy efficient windows | Informational | Medium | Educational guide | Early research topic that supports product pages |
| casement windows Vaughan | Product + local | Lower | Vaughan product page | Specific need with strong geographic relevance |
| window replacement cost | Commercial research | Medium | Cost guide | Addresses a key decision-stage question |
Keyword ideas, volume ranges, seasonality and commercial context.
Keyword difficulty, competitor rankings, related questions and content gaps.
Query trends, average position, clicks, impressions and page-level search performance.
A before-and-after concept showing how one service page can better match search intent without sacrificing clarity or usability.
Use concise annotations so a recruiter can connect each recommendation to a visible page element.
Meta-description direction: Lead with the local service, ENERGY STAR-rated products, certified installation and a free-estimate action.
Explain service scope, product choices, process, local availability and the next step.
Use semantic HTML, descriptive links, responsive images and valid structured data where eligible.
A before-and-after format makes each recommendation easy for non-technical stakeholders to review.
Rather than optimizing for a single update, the page should offer original, useful information, transparent business details and a strong user experience. Avoid manipulative links, hidden text, keyword stuffing and copied location pages that could create spam-policy risk.
A focused editorial plan that moves from early homeowner questions to comparison, decision and conversion content.
A cropped sheet is enough—show the columns that demonstrate how the plan would be managed.
| Topic | Target query | Journey stage | Primary CTA | Internal-link destination |
|---|---|---|---|---|
| Signs You Need New Windows | when to replace windows | Awareness | Explore replacement options | Window replacement service |
| Best Windows for Canadian Winters | energy efficient windows | Consideration | Compare window types | Product category pages |
| Double Pane vs Triple Pane | triple pane windows | Comparison | Find the right glass package | Energy-efficiency page |
| Window Replacement Cost Guide | window replacement cost | Decision | Request a personalized estimate | Quote form |
Record target query, intent, audience question, angle, CTA and page relationship.
Link guides to comparison and service pages using descriptive, useful anchor text.
Track owner, status, publish date, review date and performance notes in one calendar.
A practical plan to improve location accuracy, service relevance, trust signals and local discovery for a home-services business.
Capture only public information and date the screenshot so the review has context.
Use the most accurate primary category, relevant secondary categories, complete services, hours, attributes and consistent NAP information.
Add current project photos, before-and-after work, team members, vehicles, showroom details and products—named and organized consistently.
Cover service areas, installation timing, product options, warranties, estimates and preparation in plain language.
“Thank you for sharing your experience, Alex. We’re glad the installation team kept the project clear and tidy. We appreciate you choosing us for your Vaughan window replacement.”
“Thank you for letting us know. We’re sorry the timing did not meet expectations. Please contact our team directly with your project details so we can review what happened and help resolve the concern.”
A one-page reporting concept that combines search visibility, site behaviour and conversion signals with a concise executive narrative.
Prioritize title and description tests where impression volume is sufficient.
Keep a visible “sample data” label inside the screenshot—not only in the surrounding portfolio copy.
High-impression pages with below-average CTR should be reviewed for title and description testing. Conversion performance should then be segmented by landing page, device and query intent.
Recommended next step: prioritize pages with enough impressions to make a metadata test meaningful.
Clicks, impressions, CTR, average position, queries, pages and indexation.
Organic sessions, landing pages, engagement, key events and conversions.
Dashboard views that turn search, traffic and conversion metrics into concise stakeholder insights.
| Reporting layer | Core question | KPI examples | Decision supported |
|---|---|---|---|
| Visibility | Are people seeing the site? | Impressions, average position | Topic and ranking priorities |
| Acquisition | Are they choosing the result? | Clicks, CTR, sessions | Metadata and SERP improvements |
| Experience | Is the visit useful? | Engagement, landing pages | Content and UX improvements |
| Outcome | Does traffic create value? | Leads, conversions, conversion rate | Commercial optimization |
Each qualification appears where it naturally supports a decision or deliverable.
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