Sixty-five years, no address on the site, and two 404s in the navigation

Two of the most important URLs on the site were dead, the address was missing entirely, and the company's own age was inconsistent between its metadata and its copy. A 404 on /contact-us/ is a direct revenue leak — it is one of the highest-intent pages on any contractor site. A missing address blocks the address-in-city local pack factor and breaks NAP consistency across every directory and assistant. And inconsistent tenure claims between metadata and copy is exactly the kind of contradiction that makes an assistant decline to state a fact about a business at all.

Audited September 2026: Blog, location pages, online booking, financing. And a set of live defects — no street address published anywhere on the site, /service-areas/ returns 404, /contact-us/ returns 404, and the meta description still claims 'over 60 years' while the page copy says 65.

Days 0–30: Citation baseline across four assistants, GBP rebuild, page architecture and entity cleanup. Built the service × city page grid properly: local-intent queries return a Local Pack 93% of the time and trigger an AI Overview only about 15% of the time, so this is a Local Pack fight, not an AI Overview panic. Rebuilt the Google Business Profile against the four factors that actually move the pack — primary category, proximity, keywords in the business title, address in the search city.

Days 0–30 — Citation baseline across four assistants, GBP rebuild, page architecture and entity cleanup. Days 31–90 — Service × city page grid shipped, review engine live, first off-site mention wave. Days 91–180 — Mention velocity sustained, citation rate compounds, freshness cycle running on service and city pages.

The programme was run against four targets: AI assistant mention rate from 10% to 29% (+19 pts); Local Pack top-3 coverage from 26% to 50% (+24 pts); Non-branded organic leads from index 100 to index 150 (+50%); Google review velocity and recency from index 100 to index 240 (+140%). These are the targets the work was set and measured against, derived from the published category benchmarks cited on this page — not figures reported back from Hurley & David's systems. Measured results replace them here as reporting is reconciled.

No, and any agency that guarantees a number is selling you something. Every benchmark on this page is published by a named third party with a live source link, and every figure we report is reconcilable against the raw exports listed under proof — the ad platform change history, the call recordings, and the client-side booking or policy export. That is the standard we hold ourselves to, and it is the standard you should hold any agency to.

Hurley & David runs at the Growth tier — $3,000/mo, covering AI SEO. Tier is set by the number of markets, the number of service lines and the reporting cadence, not by hours. Scope is agreed before anything is committed.