Mammoth Machinery sells mini skid steers, excavators, dumpers and wheel loaders across Canada. Earlier in 2026 its catalogue moved to new addresses and the old ones were left pointing at nothing, so Google kept sending buyers to dead ends while the category pages had no structure to catch the demand that did land. One quarter of work later the searches a site actually has to earn, the ones that never mention the company name, had quadrupled from 62 clicks to 262, and the biggest term in the range had climbed from the bottom of page two to the top of page one.
Two 91-day windows, the quarter before the work and the quarter of it, read from the client's own Google Search Console property. Nothing redrawn.
Both panels cover all searches, brand included, for sc-domain:mammothmachinery.ca. Two things worth naming rather than burying. Google over-reported impressions until 27 April 2026, which falls inside the earlier window, so the real growth in impressions is larger than the +67% these totals show. And average CTR fell from 3% to 2.7% because the site began appearing for far more searches than it used to, and more impressions at lower positions dilute the rate even while clicks rise. The non-brand figures elsewhere on this page use tighter 64-day windows, which is why they differ from these totals.
Mammoth Machinery had a catalogue problem dressed up as a traffic problem. Its product pages had moved to new addresses earlier in 2026 and the old ones were retired without forwards, so Google went on sending buyers to pages that no longer existed: those retired addresses earned around a hundred visits a month until April, then twenty in May, then three in June. Meanwhile the category pages, where most search demand actually lands, had no section structure, unreadable link colours, and nothing to answer the questions a buyer asks before enquiring. We took one quarter, 14 July to 16 September 2026, and rebuilt the range from the redirects up.
Eight areas of work, in the order they unblocked each other. Redirects first, because no amount of content fixes a page Google cannot reach. Then the machine and category pages that were already earning impressions but converting none of them. Then the guides, to catch the demand sitting above the range. Then the weight, the photographs and the forms, because a page that loads slowly and emails its enquiries to a stranger is not finished, however well it ranks.
Non-brand clicks went from 62 to 262, and non-brand impressions from 11,834 to 53,724. The number of distinct searches earning clicks rose from 68 to 169 and the number of pages earning them from 27 to 35, which is the shape you want: not one lucky page, but a range that is findable. Average position across the property improved from 16.4 to 11.7 even while eight brand-new guides were entering that average at the bottom and holding it down. Two things this does not say, and we would rather name them than let a chart imply otherwise. Part of the quarter is a recovery rather than a gain, because reconnecting the retired addresses returns traffic the site used to have; the growth beyond that, in the category pages and the guides, is new. And no links were built from other websites this quarter, so everything above was earned on the site itself, with the gap between position eleven and position eight still open.
62 to 262 in 64 days, on searches that never mention the brand.
Across the whole property, while eight new guides dragged the average down.
Every number above was earned on the site itself.
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