Digital presence snapshot
64%Overall score from the marketing audit.Business details35%
Technology100%
Google Business Profile100%
Listings47%
Reputation91%
Local SEO heatmap78%
SEARCH & AI VISIBILITY PLAN SEPTEMBER 2026
A good foundation. More qualified opportunities.
Shunnarah Flooring already has the ingredients: a strong reputation, a Homewood showroom, existing search visibility, active marketing technology and a visual product that fits search and social. The next step is to remove the friction, sharpen the pages and build around Birmingham intent.
01 · THE SCOREBOARD
There is a real opportunity — and a clear order of operations.
The audit does not point to a website that needs to be thrown away. It points to a site with measurable technical friction, inconsistent local signals and a lot of untapped commercial search opportunity.
What is already working
The message: this is a consolidation and growth opportunity, not a reset.
Highest-confidence leak
The booking journey breaks at Step 3.
The homepage sends users to
Fix this first./book-consultation, which returns a 404. The live booking destination is /book-appointment.Strategic advantage
The business has proof worth turning into search assets.
Owner-led service, the Homewood showroom, in-stock inventory and local project proof can become the consistent story across SEO, Google Business Profile, Ads, AI answers and social.
02 · THE OPPORTUNITY
People are already searching. We need to meet them at the right moment.
The supplied keyword set contains 33 terms and 337K raw monthly volume. That total is an upper-bound signal, not a traffic forecast, because the list is not de-duplicated and the locale/extraction date were not stated.
“Don't publish more pages just to have more pages. Give every important page a job.”
FIND
Local search + Maps
UNDERSTAND
Service + product pages
TRUST
Projects + reviews + proof
ACT
Call + form + appointment
03 · FIX FIRST
Before we spend harder, make the foundation work harder.
The detailed crawl found 171 error instances. The important part is not the number itself — it is where those errors touch conversion, crawling, indexing and page quality.
Internal image fetch failures
Validate because detailed rows returned 403
Broken internal links
Pages returning 4XX status
Incorrect URLs in sitemap.xml
Duplicate title tags
Duplicate meta descriptions
Duplicate-content pages
Broken canonical links
Conversion
Repair the booking path
- Point Step 3 to
/book-appointment. - 301
/book-consultationto the canonical booking URL. - QA every CTA, form, phone link, header/footer, mobile menu and ad landing path.
- Verify form success, click-to-call and source attribution.
Local entity
Make Google see one business
Two different phone numbers were observed in the public crawl. Before building more citations, choose the canonical business information and align the website footer, contact page, schema, GBP and listings.
2exact matches18partial matches10no matches30total checked
Mobile
Improve the first impression on phones
62Mobile performance score in supplied auditThe remediation sequence focuses on correctly sized media, third-party embeds, DOM/CSS/fonts and real-user Core Web Vitals.
Content
Make important pages genuinely different
35%Unique content in supplied content auditApproximately 20% duplicate and 45% common/template content were also measured in the supplied test.The answer is not filler. It is project proof, costs, materials, local context, FAQs and direct answers.
04 · THE MARKET
We know what the Birmingham competitors are proving.
The competitor review shows different ways local flooring companies build trust. Shunnarah does not need to copy one competitor; the opportunity is to combine the strongest proof available to the business.
Scale + design
Brian's Flooring & Design
4 Birmingham-area showrooms, portfolio, visualizer, design consultation and commercial division.
Process + breadth
In & Out Flooring
Pricing/FAQ content, visualizer, warranty and broader remodeling/service information.
Legacy + showroom
Issis & Sons
Long local tenure, showroom footprint, product breadth and design support.
Specialist proof
Rodgers Flooring
Hardwood installation, refinishing and repair backed by local service-area coverage.
Content ecosystem
Don's Carpet One
Buying guides, product education and lifestyle-oriented navigation.
Service system
Footprints Floors
Clear service clusters, process steps and review-led proof.
05 · THE 90-DAY PROGRAM
Three months. One simple progression.
Fix the revenue leak. Build the right pages. Then use real data to scale the winners.
MONTH 01FIX & MEASURE
Make the foundation trustworthy.
- Repair booking route and QA conversion paths
- Verify GA4, GSC and Ads conversion tracking
- Unify NAP and clean priority citations
- Fix confirmed 404s; validate 403s
- Clean sitemap, canonical and metadata issues
- Improve priority titles/H1s/descriptions
- Validate Birmingham/Homewood SERPs
- Prepare focused Ads landing pages — do not scale budget yet
Month 1 gate: booking, forms and calls can be trusted in reporting.
MONTH 02BUILD & LAUNCH
Turn the foundation into visibility.
- Strengthen Birmingham/Homewood and money-service pages
- Build carpet, hardwood, tile, LVP/laminate clusters
- Create cost, comparison and maintenance guides
- Publish real Birmingham/Homewood project case studies
- Strengthen internal links and local proof
- Build selective manufacturer/local/industry authority
- Launch controlled Search campaigns
- Use Pinterest + Instagram/Facebook to distribute proof
Month 2 gate: pages, campaigns and local signals are producing usable data.
MONTH 03OPTIMIZE & SCALE
Put more weight behind what works.
- Re-crawl against Month 1 baseline
- Improve pages moving through positions 4–20
- Use Search Console data to sharpen content
- Review GBP calls, clicks, photos and reviews
- Reclaim/fix citation and backlink issues
- Optimize Ads around qualified leads — not clicks alone
- Improve mobile UX and conversion friction
- Increase spend only where lead economics support it
Month 3 gate: scale validated winners, not activity for activity's sake.
06 · SEARCH + AI ARCHITECTURE
One content system can do several jobs.
The strategy is to make the website easier for customers, Google and AI systems to understand at the same time.
Local foundation
Birmingham + Homewood entity, showroom, service areas, GBP, reviews and local project proof.
Product hubs
Hardwood, carpet, luxury vinyl and tile with useful material information and links into services.
Service hubs
Installation, refinishing, repair, specialty work and renovation-related services.
Project proof
Real photos, materials, problem → solution → outcome, neighborhood/service context and customer proof.
Decision guides
Costs, comparisons, maintenance, moisture, pets, rooms and other questions people ask before buying.
AI-ready evidence
Direct answers, factual first-party information, consistent entity data and crawlable pages — not “AI-only” content.
21AI visibility score
15Observed mentions
9Unique cited pages
AI visibility already exists. The opportunity is to increase the number of useful pages that can be cited. 73.3% of observed mentions were concentrated in Google AI Mode + Gemini.
07 · RECOMMENDATIONS
If this were my 90-day priority list, I'd keep it this focused.
01DO NOW
Fix the booking leak.
- Correct Step 3
- Add the 301
- Test mobile + desktop
- Verify conversion attribution
02DO NOW
Choose one business identity.
- Canonical NAP
- Website + schema + GBP alignment
- Clean important citation conflicts
03MONTH 1
Run a technical cleanup sprint.
- 404s
- Sitemap
- Canonicals
- Metadata
- Validate image 403s
- robots.txt
- Mobile performance
04MONTH 1
Re-capture Birmingham reality.
- Local rank tracking
- Google Ads Preview
- Auction Insights
- Search Console evidence
05MONTH 2
Build fewer, stronger pages.
- Carpet installation
- Hardwood installation/refinishing/repair
- Tile
- LVP/laminate
- Birmingham/Homewood flooring
- Cost/comparison guides
06MONTH 2–3
Turn every real project into an asset.
- Case study
- GBP update
- Instagram/Facebook post
- Pinterest pins
- Potential local/industry outreach proof
07MONTH 2–3
Keep Ads controlled until the funnel is proven.
- Brand/non-brand separation
- Dedicated landing pages
- Negative keywords
- Call/form tracking
- Scale qualified-lead economics
08ONGOING
Measure the business outcome.
- Qualified calls
- Appointments
- Forms
- Organic visibility
- GBP actions
- Lead quality by channel
THE GOAL
More qualified opportunities — not just more marketing activity.
The first 90 days should leave Shunnarah with a cleaner technical foundation, one consistent local identity, stronger revenue-focused pages, more first-party project proof, controlled acquisition and a measurement system that tells us where to put the next dollar and hour.