Zero to 400+ organic leads in seven months. In April 2026, PermitForSitePlan.com, a nationwide site plan and permit drawing business, had no website built to rank, no keyword rankings and no organic leads. By early November 2026 the client reported 400+ organic quote requests and enquiries, Google Search Console showed 71.5K impressions and 812 clicks, and Semrush showed 212 US keywords ranking. This SEO case study covers the seven-phase build behind those numbers (technical SEO, content, local SEO, AEO and GEO for AI search) and what the data does and does not prove.
SEO Case Study Results at a Glance
- 400+ organic leads (quote requests and enquiries, client-reported, April to November 2026)
- 212 US keywords ranking in Semrush on 4 November 2026, from zero
- 71.5K Google impressions and 812 clicks in Search Console
- 7,540 impressions in Google’s generative AI features (Search Console beta report)
- 11 pages cited by AI search engines in Semrush AI Visibility
- 261 referring domains and 466 backlinks built from zero
| Project detail | Summary |
|---|---|
| Client | PermitForSitePlan.com |
| Industry | Site plans and permit drawings, nationwide (United States) |
| Starting point | New business: no site, no rankings, no backlinks (April 2026) |
| Engagement | Strategy, website, technical SEO, content, local SEO, AEO and GEO, social |
| Duration | April to November 2026 (7 months) |
| Paid ads | None |
“Dexora Digital AI SEO agency is the real agency I worked with. Very great experience. We started a new business and we made the right choice to partner with them.”
CEO, PermitForSitePlan.com
About the Client: A Nationwide Site Plan and Permit Drawing Business
PermitForSitePlan.com prepares site plans and permit drawing packages for residential and commercial projects across the United States. Customers include homeowners applying for deck, fence, pool, shed and ADU permits, contractors submitting documents to local building departments, and developers who need site plans for permit compliance.
Permit drawings are a search-driven purchase. Someone who needs a site plan for a permit application searches for it, often with a deadline, and tends to hire one of the first providers they trust. The business that appears when the buyer searches gets the enquiry. PermitForSitePlan.com had the service and the capacity to deliver. It did not have an online presence built to capture that demand.
The Starting Point: Zero Rankings, Zero Traffic, Zero Authority
The baseline in April 2026 was zero across every measure: keyword rankings, Google impressions, clicks, referring domains, Authority Score, AI search visibility and organic leads. There was no site architecture to audit, no content to refresh and no link profile to build on.
That changes the job. When you start from zero the task is construction, not optimisation, and the order of work matters. Content on a site with technical problems underperforms, backlinks to pages that are not ready waste effort, and local pages launched before the core structure is solid dilute the site’s signals. We planned the engagement around that sequence.
Our SEO Strategy: A Seven-Phase Complete Business Build
| Phase | What we did | Why it comes in this order |
|---|---|---|
| 1. Strategy and keyword mapping | Mapped keywords by buyer type and intent; built a 90-day roadmap | Every later page needs a target keyword and intent |
| 2. SEO-ready website design | Semantic architecture, headings, schema, speed, internal links | Easier to build correctly than to fix later |
| 3. Technical SEO audit | Indexation, canonicals, crawl, mobile, HTTPS, page experience | Content on a flawed site underperforms |
| 4. Content strategy | Service pages, project-type pages, FAQ and informational content | Captures buying and research searches |
| 5. Local SEO and Google Business Profile | Location pages, GBP, consistent NAP, citations | Builds local trust signals on a solid base |
| 6. AEO and GEO for AI search | Extractable Q&A, consistent entity description, FAQ schema | Builds on the content and schema already in place |
| 7. Social media activation | Consistent activity on relevant platforms | Amplifies content that already exists |
Phase 1: SEO Strategy, Keyword Research and Market Mapping
Before any page was built we mapped the keyword universe by buyer type and intent. Homeowners search by project type: deck, fence, pool, ADU, shed, garage, addition. Contractors want fast turnaround. Architects and developers need documentation they can outsource. Within each group we separated early research queries (“do I need a site plan for a permit”), comparison queries and high-intent buying queries (“order site plan for permit online”). The output was a 90-day roadmap listing target pages, the keywords each page would own, the intent each page served and the content format it needed.
Phase 2: SEO Website Design Built to Rank
The site was designed as an SEO asset from day one, not as a brochure to be optimised later.
- Semantic page architecture: every service category has its own page owning a cluster of related keywords, with clean URLs mapped to the roadmap.
- Heading structure: one clear primary keyword in each H1, with supporting terms across H2 and H3 headings.
- Schema markup from launch: service, local business, FAQ and breadcrumb markup in place at first index.
- Speed as a build requirement: pages tested against Core Web Vitals during development.
- Internal linking: links channel authority to the highest-value service pages. See our website design services.
Phase 3: Technical SEO Audit and Foundation
With the site live we ran a full technical SEO audit before producing content or building links. It covered indexation and sitemap setup, canonical tags, crawl efficiency, mobile-first rendering, HTTPS and page experience signals. Every flagged issue was resolved before the content phase began.
Phase 4: Content Strategy and SEO Content Execution
Content was written for a specific buyer at a specific stage of their search.
- Service pages targeted the highest-volume buying keywords, with a headline matching search intent, clear deliverables and turnaround, trust signals and a clear call to action.
- Project-type pages covered decks, pools, fences, ADUs, sheds, garage additions, home additions and commercial projects.
- FAQ and informational content answered what a site plan is, whether one is needed for a permit, what it includes and how long it takes, capturing research traffic and feeding the AI search work in Phase 6.
Phase 5: Local SEO and Google Business Profile Optimization
PermitForSitePlan.com serves clients nationwide, but buyers still add places to their searches because they want a provider who understands their local permit office. We built location landing pages for the highest-volume permit markets, each showing familiarity with local requirements while making the nationwide service clear. In parallel we built out the Google Business Profile, standardised the business name, address and phone number across web properties and built a structured citation footprint. Local SEO is not only for businesses with a single storefront.
Phase 6: AEO and GEO, Optimising for AI Search (ChatGPT, Gemini, Google AI Overviews)
Answer engine optimization (AEO) and generative engine optimization (GEO) aim to get content cited inside AI-powered results such as Google AI Overviews and AI Mode, ChatGPT and Gemini. For this site that meant question-and-answer content AI systems can extract, a consistent description of the business across the site, Google Business Profile, schema and citations, FAQ schema on key pages, and complete answers to the questions buyers ask about permit drawings.
Phase 7: Social Media Activation
Social was the last phase on purpose. Permit drawings are not bought through social browsing, but consistent activity on relevant platforms reinforces brand signals and extends the reach of content. Amplifying a site with no technical foundation or indexed content returns very little, so it came last.
SEO Results: Keyword Rankings, Impressions and Organic Leads
All figures come from Google Search Console and Semrush, except the lead count, which the client reports.
400+ Organic Leads With No Paid Ads
The client reported more than 400 organic leads between April and November 2026: real quote requests and enquiries from people who found the site through organic search. No paid advertising ran during the engagement. This is a client-reported figure and the primary business outcome.
Keyword Rankings: 212 US Keywords From Zero
On 4 November 2026 Semrush showed 212 keywords ranking in the United States, plus two in Australia and one in the Philippines, with 219 keywords tracked in total. Growth began in late May and has continued since.
Google Search Console: 71.5K Impressions and 812 Clicks
The 16-month Search Console view to 3 November 2026 shows 71.5K impressions, 812 clicks, an average click-through rate of 1.1% and an average position of 16.1. Daily impressions reached 1,331 on 3 November.
AI Search Visibility: Google AI Features, Gemini, AI Mode and ChatGPT Citations
Google Generative AI Features: 7,540 Impressions
Search Console’s generative AI features report (beta) shows 7,540 impressions, rising from near zero in June to more than 200 a day in early November. This is the result of the Phase 6 work.
11 Pages Cited by AI Search Engines
Semrush’s AI Visibility report shows 11 pages of the site cited by AI search engines. It also shows zero brand mentions so far, so the site is being used as a source but the brand is not yet named in the answer. That is the next target.
| AI search platform | Pages cited (Semrush AI Visibility) |
|---|---|
| Gemini | 7 |
| Google AI Mode | 2 |
| ChatGPT | 1 |
| Google AI Overviews | 1 |
| Total cited pages | 11 |
Domain Authority and Backlinks: 261 Referring Domains Built From Scratch
Semrush shows 261 referring domains and 466 backlinks pointing to the site, and an Authority Score that moved from 0 to 7. That is still low authority in absolute terms, but it was built from nothing in seven months.
Before and After: SEO Performance Table (April vs November 2026)
| Metric | April 2026 | November 2026 | Source |
|---|---|---|---|
| Organic leads | 0 | 400+ | Client-reported |
| US keywords ranking | 0 | 212 | Semrush |
| Total keywords tracked | 0 | 219 | Semrush |
| Google impressions | 0 | 71.5K | Search Console |
| Organic clicks | 0 | 812 | Search Console |
| Average CTR | No data | 1.1% | Search Console |
| Average position | No data | 16.1 | Search Console |
| Generative AI feature impressions | 0 | 7,540 | Search Console (beta) |
| Pages cited by AI search | 0 | 11 | Semrush AI Visibility |
| Referring domains | 0 | 261 | Semrush |
| Backlinks | 0 | 466 | Semrush |
| Authority Score | 0 | 7 | Semrush |
An Honest Read of the SEO Data
The foundation is in place, but most keywords are not on page one yet. The Semrush position list shows most tracked rankings between positions 30 and 93, with a small number higher, and the average position in Search Console is 16.1. That explains the 1.1% click-through rate: much of the visibility is on page two, where few people click. The next phase is moving the best-converting keywords onto page one, where click and lead volume should grow. We do not promise a rate of improvement, because ranking gains depend on competition and ongoing work.
Key Takeaways: What This SEO Case Study Shows
- Foundation before content. Content on a site with unresolved technical issues underperforms, so the technical audit came first.
- Build the website to rank. URL structure, headings, schema, speed and internal links were decided at build time.
- AI search is a live channel. The site already earns impressions in Google’s generative AI features and citations from AI engines.
- Local SEO helps nationwide services. Buyers add location terms even when the service is not tied to a place.
- Sequence sets the speed. Each phase enables the next, and doing them out of order slows results.
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How We Measured These SEO Results
Search Console figures cover the 16-month view to 3 November 2026. Semrush ranking figures are from 4 November 2026 and AI Visibility and backlink figures from November 2026. Semrush Authority Score and traffic estimates are modelled, not measured. The 400+ lead figure is reported by the client and includes quote requests and inbound enquiries; it is not a measure of closed sales or revenue. No paid advertising ran during the engagement. Results vary by market, competition and effort and are not a guarantee of future performance. We also covered an earlier stage of this client’s work in our first PermitForSitePlan.com case study.
SEO Case Study FAQs: Organic Leads, Local SEO, AEO and GEO
How many organic leads did PermitForSitePlan.com get from SEO?
The client reported more than 400 organic leads between April and November 2026, made up of quote requests and inbound enquiries from people who found the site through organic search. No paid advertising ran during the engagement.
How long does SEO take to show results for a brand-new website?
On this project, rankings began to climb in late May 2026, about two months after the April start. After seven months Semrush showed 212 US keywords ranking and Search Console showed 71.5K impressions. Timelines vary by market and competition.
Can a brand-new business get SEO leads without paid ads?
In this case, yes. PermitForSitePlan.com started with no website, no rankings and no backlinks, and generated 400+ client-reported organic leads with no paid advertising. Results depend on the market, competition and the quality of the build.
What is included in a complete business build for SEO?
Seven phases: strategy and keyword mapping, an SEO-ready website, a technical SEO audit, content, local SEO and Google Business Profile, AEO and GEO for AI search, and social media activation.
What are AEO and GEO, and did they work here?
Answer engine optimization (AEO) and generative engine optimization (GEO) make content easy for AI search tools to cite. Search Console reports 7,540 impressions in Google’s generative AI features and Semrush shows 11 pages cited by AI engines. The brand is not yet named in AI answers, which is the next target.
Which AI search engines cite PermitForSitePlan.com?
Semrush AI Visibility shows seven cited pages from Gemini, two from Google AI Mode, one from ChatGPT and one from Google AI Overviews.
Does local SEO work for a nationwide service business?
Yes. Buyers often add a city or state to their search even when the service is delivered anywhere. Location landing pages, a complete Google Business Profile and consistent citations captured that demand.
Why is the average position 16.1 if the site generates leads?
The average covers every keyword the site appears for, and many sit on page two. Leads come from the pages and keywords that rank and convert best. Moving more keywords to page one is the next phase.
How many backlinks and referring domains did the site earn?
Semrush shows 261 referring domains and 466 backlinks, and an Authority Score that moved from 0 to 7. Authority is still low in absolute terms, but it was built from nothing in seven months.
Is the 400+ lead figure verified?
It is reported by the client and covers quote requests and inbound enquiries. It is not a measure of closed sales or revenue. Search Console and Semrush figures come from those tools directly.
What is the next step for PermitForSitePlan.com?
Moving the best-converting keywords onto page one, earning brand mentions in AI answers, and continuing to build authority. We do not promise a rate of improvement.
Can Dexora build the same SEO system for my business?
We can plan and build a similar system for new businesses and for sites that do not generate leads. Outcomes depend on your market and starting point, which we review in a free audit before recommending a plan.
Want Organic Leads Like This? Start With a Free SEO Strategy Call
Dexora Digital builds the website, technical foundation, content, local presence and AI search visibility that turn searches into enquiries. Book a strategy call to talk through your market, or explore our SEO services, local SEO services, website design and website redesign. See more client case studies.
Source: Google Search Console and Semrush data for PermitForSitePlan.com, reported November 2026. Lead count reported by the client.
