The results
Seven weeks after launch, measured against the seven weeks before it (Google Search Console):
Impressions up more than five times over. Clicks up nearly three times. More than three times as many pages earning anything at all in search, and six times as many keywords sitting in Google's top three.
July was the strongest month the site has ever had, and it was not close. More clicks than any month in the year before it, and more impressions than the previous four months put together.
How
NZ Concrete Group is Māori-owned and family-run out of Hamilton. Doug and his son Adam have been pouring concrete for over 30 years - foundations, precast, tilt slab, seismic strengthening - plus a residential wall system they developed themselves. Their website was 22 pages on Wix and reflected almost none of it.
Discovery started on 2 June. The site went live on 7 June: 49 pages, a rebuilt brand palette, a contact form wired into their inbox and a spreadsheet, and every old Wix URL redirected across so nothing that already ranked was thrown away.
Then the search work. Structured data across 32 pages, FAQ schema on the four commercial hubs, 17 city pages spanning residential and commercial, 11 researched articles, and an llms.txt so ChatGPT, Claude and Perplexity can read the site properly too.
The call that mattered
Their residential system is called ThermaCast. They developed it, they own it, and they are rightly proud of it. The obvious move was to build the whole residential side around that name.
That would have been a mistake. Nobody searches "ThermaCast". They search for concrete homes. So the brand name became the eyebrow line and the search term became the H1.
Same page, same pride in the product, aimed at a query that has real people behind it. Those pages now sit on the front page of Google for the searches buyers actually type.
The blog beat the homepage
The best-performing page on the site is not the homepage. It is an article about tilt slab construction. Four of the top six pages are articles.
That is what depth buys you. Eleven properly researched construction articles would have taken weeks to write by hand and cost thousands. AI does the heavy lifting. We direct the strategy.
Still climbing
Impressions are running well ahead of clicks, which is exactly what you want to see this early. Google is showing the site for far more searches than it ever showed the old one, and a good number of those rankings are still working their way up the page.
The pages are already built. From here it is mostly a matter of letting them settle into place.
The opportunity
We are in a window right now where the tooling lets us build the kind of sites Google rewards: deep content, fast load times, proper structure. Depth that used to be a five-figure content budget is now a week's work. That means free, quality traffic, without paying ongoing lumps of money for Google Ads.
This window will not stay open forever. If your site has been neglected, now is a very good time to get ahead.
Want a website that earns its keep?
Call Louis on 021 027 61476 or email [email protected].
We build fast, search-optimised websites using the same approach we took to NZ Concrete Group. Get in touch and let's talk about yours.