Inspections Nicolas Landry · Home and building inspection · SEO and local search · 2026
How a single-inspector practice more than doubled its search footprint
A pre-purchase inspection is bought under a deadline, usually within days of an accepted offer, by someone who has never bought one before.
+117%
impressions
39,678 → 86,128, twelve matched months
The results, up top — every number is in the strip below
+117%
impressions
39,678 → 86,128, matched twelve months
+62%
organic clicks
216 → 349
+27%
direction requests
449 → 570
01 — The challenge
A deadline purchase, a first-time buyer, and a capacity ceiling.
Inspections Nicolas Landry carries out pre-purchase and pre-sale inspections of houses and buildings in Quebec, working to the standards of the AIBQ and delivering reports within twenty-four to forty-eight hours.
Two constraints shape the work. The buyer is on a clock, often with days to satisfy an inspection condition, and has no basis for comparing inspectors. And this is one inspector: growth that outruns capacity is not growth, it is a queue.
“They have five days to satisfy the condition and they have never hired an inspector before. What they need to see immediately is that I am accredited, and that the report arrives in time.”
So the site was built to establish accreditation and turnaround immediately.
02 — Our approach
Accreditation and turnaround up front, with regional coverage behind it.
Content was built around the two questions a first-time buyer actually has — is this inspector accredited, and will the report arrive before my deadline — rather than around a description of the inspection process.
Inspection types were separated, since pre-purchase, pre-sale and other mandates are distinct searches with distinct urgency, and regional coverage was extended. Impressions grew 117% to 86,128.
Organic clicks grew 62% and profile direction requests rose from 449 to 570 — the clearest signal of someone intending to book an inspection.
03 — What we did
Accreditation content, inspection types, regional coverage.
Answering the two questions a deadline buyer has.
Accreditation and turnaround
Led with what removes the risk
AIBQ standards and a twenty-four to forty-eight hour report, stated plainly rather than buried in an about page.
Separated inspection types
Pre-purchase and pre-sale are different searches
Distinct mandates with distinct urgency were given distinct pages.
Regional coverage
Impressions from 39,678 to 86,128
Extended coverage across the practice's working region, more than doubling how often it appears.
Direction requests grew 27%
449 → 570 profile actions
Of everything measurable on a local profile, a direction request is the closest thing to someone intending to turn up. It moved the right way.
04 — The results
Twelve matched months: impressions +117%, organic clicks +62%.
Content highlights
The stack we ran it on
Google Business Profile
Local SEO
Google Search Console
Search
GA4
Analytics
Ahrefs
SEO
CallRail
Call tracking
Screaming Frog
Technical SEO
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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