Consolidating fragmented domains into SEO dominance for a national emergency restoration services provider.
Client Overview
This national property restoration firm operates across Canada with major hubs in Toronto and Ottawa, specializing in large-scale residential and commercial property recovery. Their services span emergency water damage restoration, mold remediation, and fire damage recovery.
Despite having a strong operational presence and a national footprint, the company's online visibility was fractured. Years of ad-hoc digital decisions had left them with multiple competing domains, a CMS plagued by errors, and a site architecture that search engines struggled to interpret. They came to us needing a comprehensive technical and strategic overhaul to match their digital presence with their real-world reputation.
The Challenges
Years of fragmented digital decisions had created compounding technical and structural issues that were actively suppressing the firm's organic visibility.
Recurring errors and duplicate URLs within the content management system were causing major crawling and indexing failures. Search engines couldn't efficiently discover or rank the site's key pages, resulting in wasted crawl budget and poor visibility for high-value service pages.
Multiple "mini-websites" with identical or near-identical content were splitting domain authority and competing against each other in search results. This self-cannibalization diluted link equity, confused search engines about which domain to prioritize, and incurred algorithmic penalties.
The site's information architecture lacked clear topical and structural hierarchy, making it difficult for search engines to understand content relationships and prioritize key service area pages. Internal linking was inconsistent and URL structures were non-descriptive.
Our Strategy
We implemented a three-pronged strategy focused on consolidation, technical repair, and localized content expansion to rebuild the firm's digital authority from the ground up.
We merged all fragmented secondary domains and mini-websites into a single, high-authority core site. This eliminated internal competition, consolidated link equity, and gave search engines one clear domain to crawl, index, and rank.
We conducted a deep technical audit to identify and resolve all CMS errors, broken links, and sitemap issues. The goal was to create a clean crawl path and ensure every important page was discoverable and indexable.
We created unique, SEO-rich content targeting emergency response services in specific Canadian cities. Each page was built to capture local search intent and establish topical authority for key geographic markets.
The Results
The combination of domain consolidation, technical repair, and localized content creation delivered sustained, measurable improvements across all key SEO metrics.
By consolidating fragmented domains and resolving deep technical issues, the firm's core website gained the authority and clarity needed to rank competitively across Canada. The addition of city-specific, service-focused content pages further accelerated growth, securing top positions for high-intent terms like "water damage restoration Ottawa" (#1) and "restoration companies Canada" (#4). Monthly organic traffic more than doubled, and the keyword portfolio expanded by over 150% — establishing a strong digital foundation for continued growth.
Key Takeaways
Strategic technical SEO and domain architecture decisions can unlock dramatic, sustainable organic growth — even in competitive local markets.
Whether you're dealing with domain fragmentation, CMS errors, or poor site architecture — we can help you build a solid technical foundation that drives sustained organic growth.