tortoise construction
Tortoise Construction is a Portland-based remodeling company that needed to strengthen its online presence to compete in a highly saturated market. Their website had a basic structure but lacked SEO fundamentals, keyword strategy, and content built for long-term growth. With a clear goal of increasing visibility, improving rankings, and generating quality leads, I partnered with them to lay the foundation for sustainable digital success.
In addition to SEO and website strategy, I manage Tortoise Construction’s social media presence, ensuring the brand looks professional, consistent, and active across all major platforms.
OBJECTIVES:
Establish a keyword strategy targeting high-intent, local remodeling searches
Benchmark performance data to measure ongoing improvements
Optimize existing site pages for SEO and usability
Build new content pathways to strengthen topic authority
Launch a blog as an engine for long-term organic growth
Improve Google Ads performance through strategic restructuring, new asset groups, and ongoing testing
Strengthen Tortoise Construction’s social media presence through consistent, strategic content that supports SEO and showcases recent projects.
KEY CONTRIBUTIONS:
Keyword Research: Conducted extensive research to identify high-volume, low-competition keywords relevant to Portland homeowners, with a focus on basement remodeling, kitchen updates, and ADU conversions. Used tools including Ubersuggest, SEMrush, and Moz to validate opportunities, analyze competitor gaps, and shape a data-backed keyword strategy.
Baseline Metrics: Collected and documented site performance data (rankings, impressions, clicks, insights) to benchmark progress.
On-Page SEO: Optimized existing service pages with keyword-rich copy, updated headings and metadata, and improved internal linking for stronger site structure.
New Page Builds: Created and interlinked new service pages that expanded the site’s topical coverage and improved user navigation.
Blog Launch: Added a blog hub and published the first article, “Basement Remodeling in Portland: A Complete Homeowner’s Guide,” targeting a cornerstone keyword phrase.
Content Strategy: Drafted a content roadmap for future blog posts to build topical authority across remodeling categories.
Google Business Profile Optimization: Coordinated efforts to update and verify their profile after an address change, ensuring NAP consistency across local search. In addition, optimized the profile to strengthen visibility by uploading recent high-quality photos, adding FAQs, building out services and products, rewriting the bio with SEO-focused language, and publishing Google Updates.
Google Ads Optimization: Developed and launched a new Google Ads asset group targeting core remodeling services, improving ad strength to “Excellent” and positioning the campaign to perform more efficiently during the learning phase. Together, the GBP improvements and consistent social presence have strengthened Tortoise Construction’s trust signals across Google, helping improve local search performance.
Analytics & Tracking Setup: Implemented Google Analytics, Search Console, and Tag Manager to gather baseline performance data, track user behavior, and identify keyword opportunities. Combined with insights from SEO tools (Ubersuggest, SEMrush, Moz), this data shaped the SEO roadmap and informed both website optimizations and blog strategy. This included tracking performance tied to social content, giving insight into which posts drive profile interactions, website clicks, and user engagement.
Social Media Strategy & Content Creation:
To support visibility across platforms and reinforce the SEO and content strategy, I took over full social media management for both Instagram and Facebook. This included filming on-site content at active job locations, editing short-form videos and reels tailored to each platform, aligning social posts with blog topics and seasonal trends, maintaining consistent posting across Instagram, Facebook, and the Google Business Profile, repurposing content to keep the brand message unified, improving profile aesthetics with a modern and cohesive visual identity, writing SEO-friendly captions with relevant local hashtags, and coordinating project credits for transparency and brand integrity.
RESULTS AFTER THE FIRST MONTH:
Search Insights: 77 percent increases in impressions, clicks, and visibility in local search.
Keyword Rankings: Began ranking for competitive terms in the Portland remodeling market earlier than projected.
Content Engagement: The first blog post has already started indexing and bringing in impressions from long-tail searches.
Foundation for Growth: With optimized pages, a clear content plan, and a blog engine in place, Tortoise Construction is positioned for steady month-over-month growth.
Improved social presence with consistent content rollout across IG, FB, and GBP, increasing brand visibility and reinforcing newly optimized service pages.
SOCIAL MEDIA HIGHLIGHTS:
Increased posting frequency across Instagram, Facebook, and Google Business Profile
Established a consistent brand voice and modern visual style
Created a library of reusable content for ongoing marketing
Coordinated photo and video capture directly from job sites
Produced reels, carousels, and educational content customized to Portland homeowners
Improved engagement and expanded reach to local audiences
Built a platform for future paid campaigns and lead generation
IN DEPTH PLANNING & RESEARCH:
To support Tortoise Construction’s growth in Portland’s competitive remodeling market, I conducted extensive SEO research and created a content roadmap designed to position the brand as a trusted local authority. This included a comprehensive keyword analysis, a competitor SEO audit, documentation of starting metrics, and the implementation of Google Analytics, Search Console, and Tag Manager. These tools provided the foundation for tracking performance and guided all optimization and content decisions from page structure to blog strategy.
Competitor & Positioning Overview
Highlights how Tortoise Construction compares to top Portland remodeling companies, including keyword visibility, service area strengths, and gaps in competitor content strategies.
🔗 Download Competitor SEO Audit
Keyword Research & Content Strategy
An in-depth look at high-intent keywords in the Portland area, content clusters to target (basement, kitchen, ADUs), and a phased blog roadmap to build topical authority and drive organic leads.
🔗 Download Keyword Research & Content Plan
