Local SEO Consulting for a Manufacturer
Reversing organic search erosion through data-driven SEO for a manufacturer of luxury barndominiums and pre-fab homes
Rick Vranish, Marketing Director, DC Structures:
“David is the most valuable digital marketing consultant we have hired in our ten-plus years of business. He took the time to understand our unique and complex business across multiple domains and helped us make sense of our challenges during a tumultuous time in search.
We came to David in 2024 after industry headwinds like high materials and labor costs, rising interest rates, and major changes in the SERPs had reduced our lead generation by nearly two thirds since 2021. His recommendations powered new content initiatives that sent our inbound leads rocketing back to all-time highs.”
In early 2024, DC Structures and its sister brand DC Builders—leaders in pre-engineered and custom-built structures—found themselves losing ground in organic search.
Even though both sites occasionally ranked twice for the same keyword, overall organic traffic, and more importantly their base of leads, was eroding. Their marketing team saw solid traction around a few flagship terms but lacked clarity on where to focus next.
At the same time, the search landscape itself was shifting: AI Overviews, aggressive Shopping Grids, and shrinking organic real estate made performance gains harder than ever to achieve.
They’d not yet conducted a systematic analysis of page performance by keyword theme, nor did they have a clear understanding of Google localized results across their keyword corpus—by city, metro, or state, if at all.
I began by taking a deep dive combining Google Search Console, Google Analytics, and SERP-level feature analysis.
I built dataset mapping every keyword to its intent type, SERP feature presence, and geographic pattern, identifying where each brand had upside potential. This surfaced areas where both sites were being outflanked by competitors—especially in metro-localized searches—and where DC Builders’ authority could be leveraged to lift both domains.
Using real SERP data, I examined:
Which keyword themes Google localized (e.g., “barn homes” vs. “timber frame contractors”).
Which queries were shifting toward AI Overviews or Shopping units, crowding organic listings.
How competing sites structured content to stay visible despite those shifts.
Deliverables included:
Refined site architecture organized by search intent and user journey.
Title tag and meta formulas that adapted across hundreds of pages.
Wireframes for new high-value page types built for both users and algorithms.
301 redirect plan to consolidate and flow authority to key commercial pages.
Google Merchant Center and Google Business Profile guidance.