At a glance
- Client: Commercial Cabling Company (CCC), Mesa, Arizona. A family-run structured cabling and low-voltage contractor, founded in 2014, serving Arizona and Nevada.
- What we did: Foundation interviews, a new website built on what we learned, launched April 22, 2026, then ongoing SEO and GEO (generative engine optimization) every month.
- What changed in 12 months (August 2025 to August 2026): pages found in Google went from 8 to 97. Page-one keywords went from 101 to 797. Search impressions grew from 8,056 to 42,665 a month.
- Organic visits, summer to summer: 138 to 934.
It was a normal monthly check-in in June.
I shared my screen with Ryan Geiselhofer and started walking through her numbers. Visits to the website were up 380% quarter over quarter. They were ranking in the top spot for "structured cabling company" in their area. Search terms they had never shown up for were now on page one.
Ryan was quiet for a second. Then she said this:
"This is just so crazy to me. There's this many people out and about looking around, and we were missing them."
That sentence is the whole story.
The people were always there. The buyers were always searching. CCC just was not in the room when they did.
Who Commercial Cabling Company Is
CCC has been in Mesa since 2014. Crews, trucks, equipment and a full office behind them, running structured cabling, fiber, MDF and IDF buildouts, security and access control, and sound masking for commercial buildings across Arizona and Nevada.
They are very good at what they do. Their business grew the way most trade businesses grow. Word of mouth. Doing the job right. Showing up.
Ryan told me later:
"We just are word of mouth. And we figured our work ethic and our on-the-job site performance was doing enough."
It was doing enough. They had business.
But the owners are building something bigger than one good year. Ryan's son wants to take the company over one day. Before they hired us, she asked him a simple question: do you like life the way it is, or should we make this investment? He said he wanted it.
So this website was not a marketing project. It was a bet on the next generation of the business.
The Website Everyone Thought Was Fine
Here is what the old site looked like to Google in August 2025.
Eight pages showed up in search. The average position was 36.4, which is page four. Their business name ranked. Almost nothing else did. "Cabling company" was sitting at position 43. "Structured cabling company" was at 36.
And the site did not have a contact form.
Ryan realized this after we built the new site:
"We didn't even have a form on our old website to be able to generate any type of leads. And we thought we were fine with that."
I hear this all the time from trade businesses. Construction people are not researching online. That is what Ryan believed too.
They are researching online. They are also asking ChatGPT.
How Ryan Found Us
Ryan is a do-it-yourself person. She came to one of my SCORE webinars to pick up SEO tips so she could do it herself.
She did not stay a DIYer for long.
"I quickly realized that I needed to bow out of thinking that I could do this on my own."
She talked to me, looked at one other agency, and signed. The other agency was the kind that built their old website. A big company with a package. She wanted someone who would actually learn the business.
The Part Nobody Sees
Before we wrote a single page, we did the foundation work.
That means interviews. Long ones. We sat down with Ryan and went through every service, every type of customer, every question a facilities manager or IT director asks before they hire a cabling contractor. We documented the buyer. We mapped the competitors in Phoenix. We connected all of it into one picture of the business.
Only then did we plan the site.
It took a couple of months, and honestly, it was a lot for them. Ryan described it better than I can:
"We just saw a bunch of loose puzzle pieces, and you knew where those puzzle pieces were going, but we had no idea. And somehow, you completed that puzzle."
There was a moment in that process that matters for every business owner reading this.
Ryan thought her buyers already knew the details. What Cat6 is. What an IDF is. What testing and certification actually involves. She assumed anyone looking for a cabling contractor would know.
Humans might. Search engines and AI do not, unless you say it.
"It might be obvious to a human, but it's not obvious to the computers or to AI and the search engines."
That is the shift. A website used to need to be findable. Now it needs to be understood.
What We Built
The new site launched on April 22, 2026.
- A page for every service, instead of one page trying to say everything. Structured cabling, fiber backbone and fusion splicing, testing and certification, emergency repairs, security camera cabling, sound masking and more. Each one says what the work is, who it is for and how CCC does it.
- Industry pages for the buildings they actually work in: healthcare, schools, data centers, manufacturing.
- Real case studies that walk a buyer through a job from start to finish.
- Location pages for Mesa, Phoenix, Scottsdale and Tempe.
- Schema markup, which people never see but search engines and AI read, so the facts on each page are labeled clearly.
- A glossary and a facts page, written in plain language, so terms like IDF, MDF and Division 27 are defined on CCC's own site.
- A real quote form. Finally.
Then we kept going. Every month since launch we have added, fixed and expanded something.
What Happened Next
Impressions had sat around 5,000 a month all winter.
Then the new site went live, and the line went up every single month.
| Month | Google search impressions |
|---|---|
| February 2026 (old site) | 4,913 |
| April 2026 (launch month) | 10,169 |
| May 2026 | 14,739 |
| June 2026 | 17,614 |
| July 2026 | 21,630 |
| August 2026 | 42,665 |
Source: Google Search Console.
Google Search Console, July 2025 to August 2026. Purple = impressions, orange = average position (higher on the chart is better). The marker is the April 22 launch.
Year over year, the change is even bigger.
| August 2025 | August 2026 |
|---|---|
| 8 pages found in Google | 97 pages found in Google |
| 101 keywords on page one | 797 keywords on page one |
| 70 keywords in the top 3 | 345 keywords in the top 3 |
| Average position 36.4 | Average position 16.6 |
Source: Google Search Console, August 1–31 each year.
And the specific searches that matter to a cabling contractor moved like this, comparing summer 2025 to summer 2026:
- "structured cabling company": position 36.6 to 3.1
- "cabling company": 43.7 to 7.0
- "structured cabling arizona": 28.2 to 5.5
- "commercial structured cabling": 39.0 to 10.1
Normally, when a website starts showing up for many more searches, the average position gets worse. New searches come in low and drag the average down. CCC's impressions went up and their position improved at the same time. That does not happen often.
Organic visits to the website went from 138 in summer 2025 to 934 in summer 2026.
Wondering how many buyers you're missing?
Book a call and we'll show you where your site stands.
The AI Moment
In August, we ran live AI searches on the kinds of questions CCC's buyers ask.
AI was quoting CCC's own facts page and glossary pages, word for word.
That is what the foundation work is for. When the facts about your business are written clearly on your own website, AI has something to repeat. When they are not, it repeats someone else.
Visits to CCC's website from AI assistants like ChatGPT and Perplexity went from 1 in summer 2025 to 35 in summer 2026. Small numbers, still early. But they went from nothing to something.
What the Phone Sounds Like Now
Ryan told me what the leads look like now:
"We've gotten all kinds of jobs from it. Little one-offs. We need a couple cables ran, or we need a new phone line. And then there have been other projects that have come through that are large projects."
Some of those big ones are still out for bid. That is how commercial work goes. The difference is that CCC is now on the list of companies being considered.
Before, they were not even in the running.
What We Are Still Working On
Not everything is solved, and I will always tell a client that.
Some of the form submissions are spam or sales pitches, and we are filtering them out. The location pages are showing up in search but are not yet getting the visits they should. Ryan wants pages for Chandler and Gilbert. We are building pricing guides next, because buyers want a sense of cost before they call.
This is not a one-and-done project. Someone else will read this and try to do what CCC did. That is why we keep going.
Ryan said it herself:
"I fully trust that the website won't get stale."
What This Means for Your Business
If you run a trade business and you think your buyers are not searching online, look at CCC.
They were not missing work because they were bad at what they do. They were missing it because the website did not say what they do. Not in a way Google could rank. Not in a way AI could repeat.
The fix was not tricks. It was getting everything in Ryan's head onto the web, clearly, one page at a time.
When I asked Ryan what she would tell another business owner thinking about working with us, she said:
"The numbers speak for themselves."
They do.
Numbers from Google Search Console and Google Analytics 4, pulled September 26, 2026. Quotes are from recorded meetings with Ryan Geiselhofer in June and July 2026.
The numbers speak for themselves
What do your numbers say? If they are not saying what you want to hear, let's fix that.