From zero search history to 124K impressions and 69 conversions in four months after a site rebuild
After a site restructure reset its search history to zero, a construction payroll platform earned 123,934 impressions across search and AI answer surfaces, 3,381 organic clicks and 69 demo and contact conversions from May to August 2026.
Published · Results for May to August 2026, from a zero baseline
- Services
- SEO, GEO, Technical SEO, Content
- Worked with
- Managed Service
- Region
- United States
- Customers
- Commercial and specialty subcontractors
The results
- Search and AI impressions
- 124K
- May to August 2026, from a zero baseline after the site restructure. 123,934 in total.
- Organic clicks
- 3,381
- The same four months, all earned on the new site structure.
- Conversions
- 69
- Demo and contact actions from organic visitors, the channel's first measurable business outcomes.
- Pages earning visibility
- 53
- Pages tracked and earning search and AI impressions after the restructure, up from none.
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About the client
A venture-backed B2B SaaS platform for construction payroll and back-office work, built for commercial and specialty subcontractors. It covers time tracking, scheduling, people management and payroll automation, including certified payroll, prevailing-wage support and union compliance across multiple states: requirements legacy payroll providers don't serve well.
The product and market position were established, but a 2026 site restructure had reset organic search to zero. The goal was to turn search and AI visibility into a reliable source of qualified demo demand, with no history to build on.
The challenge
01
The restructure reset search history
The 2026 URL change moved the site to a new structure with no accumulated search history. Organic clicks, impressions and conversions all started from zero.
02
High-intent demand went unclaimed
Contractors search for certified payroll, prevailing wage and union compliance answers across Google and AI search. The platform had little content positioned to be that answer.
03
Visibility and conversion were separate
Pages that could rank weren't structured for AI answer surfaces or routed toward demo and contact actions, so early visibility wouldn't have turned into pipeline.
What we did
Rebuild a crawlable foundation, publish into the questions contractors ask, make pages readable and citable for search and AI engines, then route new visitors toward demos.
Restructure
52 technical audits
Completed the 2026 URL migration and a full technical audit, rebuilding a crawlable foundation that both search engines and AI answer engines can read.
Publish
Payroll page: 12,709 impressions
Built research-led product, solution and blog pages around the payroll, compliance and workforce questions contractors search. The core payroll product page now earns impressions on the highest-intent term the platform competes for.
Optimize
68 on-page edits
Reworked on-page copy, meta tags, schema and internal linking, and added an llms.txt file, so pages are readable and citable across Google and AI answer surfaces.
Convert
Homepage: 2,792 clicks
Focused homepage and contact-page work routed new visibility toward demo and contact actions. The homepage became the leading organic entry point, drawing 2,792 of the 3,381 organic clicks.
The outcome
Organic search is now a live, measured channel and a tracked source of demo demand. It is set up to grow as content and AI-answer coverage expand from the new foundation.
Why it worked
Starting from zero meant sequencing mattered. A clean foundation made new pages discoverable, optimization made them citable in search and AI answers, and conversion work turned that first visibility into demand instead of leaving it as traffic.
How we measured
- Period
- May to August 2026, from a zero baseline
- Context
- A 2026 site restructure reset search history, so there is no prior-year comparison.
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