Rebuilt Sector Pages Earned 3.7 Times The Google Clicks In 90 Days
By Alan Piggott, SEO and AI Search Manager
- Client
- Premium modular and prefab builder
- Market
- Commercial and residential buildings
- Timeline
- February to October 2026
- My Role
- Content plan and page briefs
- 20 April 2026, the education page goes live
- 18 May, the multi-residential and healthcare pages go live
- 9 June, the social and affordable housing page goes live
The Problem
The builder's sector pages were galleries of past projects. The healthcare page had "Health & Aged Care" as its heading, one sentence of introduction and a grid of project names, so it gave Google nothing to match to a search like "modular hospital buildings" and told a hospital or care buyer nothing about what the builder could deliver. The site sat around 8th for the main healthcare and school searches, and the four pages in this case drew 99 Google clicks between them in the three months before they were rebuilt.
What I Did
- Built the content plan around the sectors the builder sells to, starting with healthcare, education, multi-residential and social and affordable housing.
- Wrote a brief for each page, with a heading built around the main search for that sector. Each brief set out sections on the buildings delivered in that sector, why modular suits it, how delivery works and the questions buyers ask.
- Set a new title and description for each page.
The client's team published the four pages between 20 April and 9 June 2026, keeping the project gallery on each one.
What Happened
| Measure | Before | After |
|---|---|---|
| Google clicks to the four rebuilt pages 90 days before against 90 days after each page went live | 99 | 365 |
| The same pages on the same days a year earlier 2025 against 2026 | 62 | 365 |
| Google clicks to all commercial sector pages January to March against July to September 2026 | 223 | 598 |
| Tracked searches ranking first Out of 81 searches, late March against October 2026 | 10 | 23 |
Rankings For The Sector Searches
| Measure | Before | After |
|---|---|---|
| "modular hospital buildings" | 8 | 1 |
| "modular healthcare buildings" | 8 | 1 |
| "modular school buildings" | 7 | 1 |
| "modular medical buildings" | 13 | 2 |
| "modular medical clinics" | 8 | 3 |
| "modular classroom" | 25 | 10 |
Multi-residential moved most, from 21 clicks to 134, and the healthcare page went from 21 to 87 while the builder moved to first for hospital and healthcare building searches.
How I Measured It
Each page is measured over the 90 days before and after the day it went live, so pages published weeks apart are compared on the same footing. On the same days a year earlier the four pages drew 62 clicks, so the rise is not a seasonal one.
Rankings are two-week medians from a rank tracker on Google, 23 March to 5 April against 12 to 26 October 2026, because daily positions move around.
Two pages published in July, for student accommodation and commercial projects, have gained little so far. The enquiry form's tracking has read close to zero since April, so I don't claim more leads from any of this.
What I Would Do Next
I'd get the enquiry tracking fixed first, so the sector pages can be judged on leads as well as clicks. Then I'd work out why the two July pages haven't moved before briefing the remaining sectors.
Next Case Study
What 10,891 AI Answers Showed About A Retailer's 41.9% Share Of Voice
National ecommerce retailer
Read the case studyGet In Touch
The quickest way to reach me is by email or on LinkedIn.