About this report
How a high-performance platform rebuild and 20 months of content marketing turned a stagnant web presence into a compounding growth engine.
Norm Wales Construction undertook a full digital transformation — replacing their existing website with a high-performance platform built on the Smarter Websites tool stack, followed by a structured content marketing programme through Builder Content Marketing. This report captures the compounding results of both, from the September 2023 benchmark through to June 2026.
Smarter Websites | Builder Content Marketing
Norm Wales Construction — SEO & Digital Growth Report
High-performance platform + 20 months of Builder Content Marketing
Sep 2023 — Benchmark
May 2024 — Platform live
Oct 2024 — BCM starts
Oct 2025 — BCM 12mo
Jun 2026 — Now ★
Key gains — benchmark to June 2026
Monthly web traffic
5,800
↑ 241% from 1,700
Avg monthly visitors (recent 3mo)
Pages indexed
466
↑ 108% from 224
More entry points from search
Page 1 keywords
34
↑ 127% from 15
High-intent rankings that convert
AI overview appearances
3
↑ from 0
Google AI citing content
People also ask
4
↑ from 0
Question-based SERP visibility
People also ask
4
↑ from 0
Question-based SERP visibility
Web traffic growth trajectory
First 5 months post-launch
1,700
avg monthly visitors
Next 4 months
3,000
avg monthly visitors
Recent 3 months
5,800
avg monthly visitors
Keyword rankings
Full performance metrics
| Metric | Sep 2023 Benchmark |
Oct 2024 BCM start |
Oct 2025 BCM 12mo |
Jun 2026 Now |
Change |
|---|---|---|---|---|---|
| Pages indexed | 224 | 185 | 218 | 466 | +108% |
| Total keywords ranking* | 244 | 337 | 179 | 224 | —† |
| — Page 1 | 15 | 23 | 28 | 34 | +127% |
| — Page 2 | 22 | 24 | 33 | 20 | — |
| — Page 3 | 30 | 31 | 14 | 19 | — |
| Top 3 pages combined | 67 | 78 | 75 | 73 | +9% |
| AI overview appearances | 0 | 0 | 0 | 3 | New |
| Local pack listings | 6 | 6 | 6 | 6 | Held |
| Knowledge panel keywords | 0 | 0 | — | 3 | New |
| People also ask | 0 | 1 | 4 | 4 | New |
| Short videos | 0 | 0 | 0 | 1 | New |
| Image pack | 0 | 0 | 1 | 1 | New |
* Sep 2023 and Oct 2024 totals were heavily weighted with poor-converting, low-intent terms. The BCM programme deliberately shifted focus to high-intent rankings — raw total is not the primary success metric.
† Page 1 keywords (+127%), pages indexed (+108%), and traffic growth (1,700 → 5,800/month) are the meaningful performance indicators.
New Google SERP formats unlocked
3
AI overviews
from 0
4
People also ask
from 0
3
People also ask
from 0
1
Short videos
from 0
Key insights
Platform first — then content built on top
The May 2024 platform launch gave Google a site it could properly crawl, index, and trust. By the time Builder Content Marketing commenced in October 2024, the technical foundation was already producing improved rankings. BCM then accelerated those gains by building topical authority on a platform engineered for search performance.
Page 1 rankings up 127% — quality over quantity
The raw keyword count fluctuation is misleading. The BCM programme deliberately moved the site away from low-intent, poor-converting terms toward high-value Page 1 rankings. From 15 Page 1 keywords at benchmark to 34 today — these are the rankings that generate enquiries, not noise.
Pages indexed more than doubled
rom 224 pages at benchmark to 466 indexed in June 2026 — a 108% increase. This reflects both the platform's improved crawlability and the content volume generated by the BCM programme. More indexed pages means more entry points into the site from organic search.
Traffic has grown 241% from post-launch baseline
Monthly visitors have grown from an average of 1,700 in the first five post-launch months to 5,800 in the most recent three-month period. This trajectory is the compounding effect of a high-performance platform and 20 months of consistent content marketing working together.
AI overviews, People Also Ask, Short Videos — all new
oogle is now surfacing Norm Wales Construction across multiple SERP formats that did not exist in the benchmark: AI overviews (3), People Also Ask (4), Short Videos (1), Knowledge Panel (3), and Image Pack (1). This breadth of visibility goes well beyond standard blue-link rankings and reflects the authority built through consistent content marketing.
Local pack held at 6 — a consistency win
Maintaining 6 local pack listings across the entire measurement period reflects the stability and authority that the Smarter Websites platform and ongoing content activity provides. Local pack is the highest-converting real estate on Google's results page — holding it through platform migration and a major content programme is a significant achievement.
Want Clients Who Are Already
Sold Before You Say a Word?
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