SEO Case Study: NSG Construction LLC
Website Overview
Website: https://nsgconstructionllc.com/
Industry: General Construction, Roofing, and Remodeling
Target Location: Oswego, Illinois, USA
Target Audience: Homeowners and property managers in need of local construction and renovation services
My Role:
Technical SEO (fixing crawl issues, optimizing images, improving site performance)
On-page SEO (keyword optimization, metadata updates, content structure)
Off-page SEO (backlink building, citations)
Starting Point
Before starting SEO work, the website was underperforming in organic search and had limited visibility in the local market.
Issues Identified:
❌ Broken links affecting user experience and crawlability
❌ Unoptimized images leading to slow page speed
❌ Missing or duplicate meta titles and descriptions on key pages
❌ Lack of local SEO signals and content optimization
Tools Used for the Initial Audit:
Screaming Frog – to identify broken links, missing tags, and crawl issues
SEMrush – for domain audit, keyword tracking, and backlink profile analysis
RankMath – to configure WordPress SEO settings, schema markup, and content optimization
Month 1 – Technical Cleanup & On-Page Optimization
Goals for Month 1
The initial month of the campaign focused on resolving technical SEO problems and strengthening the site’s on-page SEO foundation. Key goals included:
Fixing technical SEO issues affecting crawlability and user experience
Optimizing key service pages to target local construction-related keywords
Improving site speed by addressing image and performance-related issuesds
Actions Taken
To achieve these goals, the following tasks were completed:
Fixed broken internal links and addressed crawl errors detected via Screaming Frog
Added missing image alt tags and compressed large images to improve site load times
Optimized meta titles and descriptions across the homepage, service pages, and other key URLs
Enhanced keyword usage in service pages and homepage content to better target local search terms (e.g., “roofing contractor Oswego IL,” “home remodeling Oswego”)
Results in Month 1
Reduction in technical errors (as seen in Screaming Frog and SEMrush audit)
Faster page loading speed, especially on mobile
Improved indexation and better crawl frequency from Google
Early signs of keyword improvement, with minor ranking gains for local service-related keywords
Month 2 – Local SEO & Content Expansion
Goals for Month 2
The focus in the second month was to strengthen local SEO presence, build topical authority, and establish a foundation of off-page signals to improve trust and visibility:
Start publishing blog content to target long-tail and informational keywords
Build local citations to enhance local SEO and NAP consistency
Optimize and improve the Google Business Profile (GMB) for local rankings
Begin link building through manual outreach and business directories
Actions Taken
To support these goals, the following SEO tasks were executed:
Published blog content targeting locally relevant construction and remodeling queries
Added structured data (schema markup) to service and blog pages for better SERP appearance and crawl understanding
Created and updated business directory listings across local and niche citation sites (e.g., Yelp, Angi, Houzz, etc.)
Optimized the Google Business Profile (GMB) by:
Updating service areas and categories
Adding keyword-optimized descriptions and images
Publishing regular blog posts
Results in Month 2
Increased local impressions in Google Search and Maps for “roofing Oswego IL,” “home remodeling contractor,” and related keywords
New keywords began ranking for both blog content and local service terms
Improved visibility in Google Map Pack, showing more frequent appearances in local search results
Month 3 – Authority Building and Performance Optimization
Goals for Month 3
In the third month, the focus shifted to scaling outreach, refining existing SEO efforts, and improving performance metrics:
Strengthen the backlink profile with quality, relevant links
Increase blog publishing frequency to cover more service-related and local queries
Refine keyword tracking and page performance to ensure ongoing visibility gains
Actions Taken
To achieve the month’s goals, the following actions were implemented:
Performed manual outreach to acquire high-quality backlinks from niche and local industry blogs
Continued to update Google Business Profile (GMB) with fresh images, services, and posts to maintain relevance and engagement
Updated underperforming pages, improving keyword targeting, internal links, and content quality
Disavowed spammy backlinks through Google Search Console to maintain a healthy link profile
Continued technical maintenance, including minor speed optimization and removal of unused scripts or bloated elements
Results in Month 3
Increase in local traffic from Oswego and surrounding areas due to better keyword targeting and stronger GMB presence
Technical errors resolved, leading to better crawlability and indexation
Website speed improvements, particularly on mobile, resulting in lower bounce rates and better user engagement
Steady increase in keyword rankings and impressions, especially for service-related local terms
Final Summary: 3-Month SEO Growth for NSG Construction LLC
Over a 3-month campaign, focused SEO efforts led to significant improvements in technical health, local visibility, and content quality. Through a mix of technical SEO, local optimization, content creation, and backlink building, the website experienced measurable growth in:
Organic traffic and local impressions
Map pack presence
Overall search visibility and keyword rankings