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Brown Chimney
A local search system for a multi-state chimney company — built to put them in front of homeowners searching in every city their trucks already drive to.
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Brown Chimney serves homeowners across six states — Michigan, Texas, Massachusetts, Indiana, Rhode Island and New Jersey. Every one of those markets has its own competitors, its own search results, and its own homeowners typing "chimney sweep near me" on the first cold morning in October.
The site showed up in none of them. Average search position was 47.8 — page five, which is the same as not existing. Every customer was being bought through ads, and bought again the next month. The objective was never a redesign. It was to make the site earn traffic in every city the company already services.
Solution
Local search isn't won with one page. It's won with a page for every city you serve, and a structure search engines can actually read. I built localized pages for each market — real content about that city, not a template with the name swapped — connected by an internal linking architecture that passes authority from the core service pages down to every location.
Underneath sits the schema layer: LocalBusiness markup on every hub, Service markup on every satellite city, FAQ markup on the questions homeowners actually ask. Every piece mirrors what's visible on the page. Nothing invented for the crawler.
Then the calculators. A homeowner doesn't start by searching for a company — he starts by searching what it costs. Eight cost calculators, priced from the company's own 2026 price book, meet that search and answer it honestly. The visitor gets a real number. The company gets someone who already knows the price and called anyway.
The same structured data does a second job. When a homeowner asks an AI assistant who to call about a cracked flue, the answer gets assembled from sites machines can parse. Traffic from AI assistants now arrives as its own channel — small today, and growing.
March – July 2026, against the same period the previous year:
Average search position: 47.8 → 14.2
Clicks from Google: 903 → 1,670 (+85%)
Search impressions: 223,000 → 321,000 (+44%)
Organic search now appears in 67% of the paths that lead to a key action on the site.
Five months took the site from page five to page one. The work isn't finished — position 14 means most of the traffic is still ahead of it.