The Tile Experts, Edmonton
100 thin portfolio pages rebuilt into ranked landing pages in 2 weeks
Full 50-point SEO audit and implementation for a family-owned tile installation company in Edmonton. Rewrote 100 portfolio posts from 220-word gallery captions into 1,255-word money pages. Zero orphan pages, zero duplicate titles, 100% Yoast coverage, FAQPage schema on every post.
- Avg post length 1,255 words
- Duplicate page titles 0
- Orphan pages 0
Measured results
The transformation, by the numbers.
The challenge
Where the project started.
The Tile Experts had 200+ five-star reviews, strong word-of-mouth, and a decade of portfolio work — but their website was invisible in search. 100 portfolio posts averaged 220 words each. 77 posts shared duplicate titles like "New Build in Beaumont" across 11 different pages. 31 pages had zero inbound internal links and were completely undiscoverable by Google. Only 2 of 131 posts had complete Yoast SEO metadata.
We had the reviews and the work to show for it. Now the website actually reflects that. Every portfolio page reads like a proper article instead of a caption with two sentences.Owner, The Tile Experts Tile installation contractor
Our approach
How we shipped it, phase by phase.
Every project runs through the same three-phase process. Discovery first, build second, optimize ongoing. No shortcuts.
Ran a 50-point technical SEO audit across all 131 published posts and 34 pages, scoring every CRITICAL, HIGH, MEDIUM, and LOW priority item.
Deduplicated 77 shared titles by analyzing actual project content to extract a distinguishing feature (material, technique, neighbourhood) for each post.
Pulled Keywords Everywhere data (297 credits) to validate volume, CPC, and competition for Edmonton tile keywords. Established 6 parent keyword buckets and assigned unique long-tail focus keywords to 98 of 100 posts.
Rewrote all 100 portfolio posts from thin 220-word descriptions into 700-1,600-word money pages: project narrative, materials breakdown using PPR framework, FAQ section, mid-page and closing CTAs.
Deployed an automatic FAQPage schema generator as a WordPress Code Snippet, scanning every post with an FAQ heading and emitting valid schema.org JSON-LD into <head>.
Fixed 31 orphan pages by injecting "More Projects" footer grids with 4 thumbnail cards per post, cross-linked by neighbourhood and project type. Average inbound links per post: 0 → 3.9.
Updated 395 portfolio images with position-aware alt text in the format: [Project Type] [neighbourhood] Edmonton [position descriptor] by The Tile Experts.
Deliverables
What was built and shipped.
- 100 portfolio posts rebuilt to 1,255-word average
- FAQPage schema auto-generator (Code Snippet)
- Full Yoast SEO coverage across 131 posts
- 50-point audit with per-item resolution log
- Internal linking recovery (0 orphans)
- 395 image alt texts optimized
- HTML lang, security headers, robots.txt hardening
Tech stack
What it runs on.
Search demand
What tile installation contractors' customers search for.
These are real monthly searches people make when looking for a business like this one. The new site is built to capture them.
in their market
Data via Ubersuggest · US search volume · intent classified by query type
Why it matters
WordPress done right pays back the investment.
Every project we ship is designed to generate leads, bookings, or revenue, not just look good. The metrics above are what our clients track 90 days post-launch.
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