From 46 to 118 ranking keywords in Massachusetts, in four months.

Leo's Marble & Granite had a showroom, an installation crew and a solid reputation around Leominster and Worcester, and almost no presence in search. At the May 2026 audit, the site ranked for 46 keywords, nearly all of them variations of the company name.

The Massachusetts countertop market is contested by local fabricators, home improvement chains and material marketplaces. Someone shopping for a granite countertop compares three or four suppliers, looks at photos of finished work, asks the price per square foot and decides fast.

There was also the newer layer: a share of those buyers no longer opened Google alone. They asked an AI assistant which countertop company to call in the area, and the answer came back with competitor names.

The engagement was designed as an SEO and GEO operation in English, with the Netlinks team writing for the American buyer rather than translating Brazilian material.

• Intent mapping for the local market. Material terms (granite, quartz, marble), application terms (kitchen, bathroom, island), city terms and the competitor names buyers use as a reference point.
• A silo of internal pages. Every material and every application got its own page, tied together in a silo structure, so Google could read the catalog hierarchy instead of a pile of loose pages.
• Product guides. Content that answers the real pre-purchase question: how materials differ, how to maintain them, what drives the price, how templating and installation work. Written to be quotable by a language model, with explicit questions and answers.
• Technical foundation. Crawl and indexing fixes, speed work and structured data for local business and service, making it unambiguous what the company does and where it serves.
• Authority and local signals. Business profile consolidation and regional reference work, supporting the city terms.

Between the May audit and September 2026, the site went from 46 to 118 ranking keywords, per DataForSEO estimates. The growth came mostly from the internal material and application pages, which is exactly the silo that had been built.

The company now holds position one on its own brand terms, which had not been consistent before, and started registering top 20 entries for two competitive market terms: granite countertops massachusetts and worcester marble and granite.

The project is ongoing, with the same monthly cadence: new silo pages, product guides and AI citation tracking. It also became the foundation of our English-language practice for countertop companies in the United States.