SEO Case Study · Reborn Renovations

From #2 to #1 for "Home Renovations Calgary" in 8 Months

When Reborn Renovations partnered with GrowME in March 2026, its rankings had stalled just below the top spot, and its main competitor, Ultimate Renovations, held the lead for Calgary’s most valuable renovation searches. Eight months later, Reborn ranks #1 for its core keywords and leads the map pack across most of the city. Its kitchen page went from page four to a top 3 result.

Industry · Home renovation & design-build

Market · Calgary, Alberta

Engagement · Ongoing since March 2026

Services · Local SEO, Content, Links, Technical

THE GROWMETHOD

Four Levers,
Engineered to Compound

An established brand with 15 years behind it doesn’t climb from #2 to #1 on one tactic. We ran four disciplines as one system, each built to strengthen the others.

Local SEO

Google Business Profile, citations, and the Calgary map pack.

Content & On-Page

Rewritten homepage and service pages matched to how homeowners search.

Technical SEO & UX

Clean redirects, no broken pages, and a first screen built to keep visitors.

Link Building

Guest posts and citations every month, building authority steadily.

March 2026 · Where We Started

Starting Conditions

Reborn Renovations has served Calgary since 2009 and holds BILD, CHBA and CICBA awards. The brand was strong. Its search visibility had stalled.

Niche / Market

Home Renovation & Design-Build

Target GEO

Calgary, Alberta (and surrounding area)

Target Language

English

“home renovations calgary” (1,100/mo)

#2, behind Ultimate Renovations

“home renovation calgary”

“kitchen renovation calgary” (600/mo)

#39

Avg. Map Rank (Calgary grid)

13.4, Feb 2026 baseline

Domain Rating (Ahrefs)

The Audit

Main Issues Discovered

We started with a full SEO audit. Reborn didn’t have an authority problem. It had a site working against its own rankings, from technical debt to pages competing with each other for the same terms. Specifically:

Technical Health

Large numbers of 301 redirects slowing crawling and diluting link equity
Many 404 pages wasting crawl budget and sending visitors to dead ends
A lot of internal links across the website set to "nofollow", blocking link equity between pages
Redirect chains and broken URLs left over from earlier site changes

Content & Cannibalization

User Experience & Behaviour

Local & Maps

Average Google Maps rank of 13.4 across the Calgary grid
Ranked 11th to 20th in most of the city; unranked in one north-east area
Google Business Profile under-optimized: incomplete fields, services and products
Inconsistent NAP data across third-party citations

The Strategy

Project Strategy

Team

Based on the audit, we assigned a dedicated team: an SEO strategist (lead), a local SEO specialist, a content writer, a link-building specialist, a web designer and a developer for technical and on-page work.

Competitor & Market Analysis

We mapped who ranked for “home renovations calgary”, “calgary home renovations”, “kitchen renovation calgary” and “calgary renovation contractors”, with Ultimate Renovations as the primary benchmark. We compared content depth, page structure, local signals and backlinks to find the gaps keeping Reborn at #2, then set a target and timeline for every core page. Both the homepage and kitchen targets were hit in 8 months, ahead of the 9 to 12 month estimate.

Page	Main keyword	Start	Target	Est. time
Homepage	home renovations calgary	#2	Top 1	9 to 12 mo
Kitchen	kitchen renovation calgary	#39	Top 3	9 to 12 mo
Home additions	calgary home additions	#3	Top 1	6 to 9 mo
Exterior	exterior renovations calgary	#8	Top 2	6 to 9 mo

Prioritized Action Plan

We ranked every task by expected impact. Technical clean-up and cannibalization fixes came first, so every later improvement would count. Homepage and service-page rewrites followed, then the first-screen and menu redesign. Local SEO and monthly link building ran in parallel from month one.

The GrowMEthod in Action

Work on the Project

Local SEO & Google Business Profile

Homeowners search “renovation company near me” when they’re ready to hire. We fully optimized the Google Business Profile: filled out every field and added the full list of services and products. We also corrected NAP errors across third-party citations, and tracked progress with a geo-grid scan across Calgary, not just a single point.

Before. 4 Feb 2026: average map rank 13.4. Most of the grid ranks 11th to 20th.

After. 16 Oct 2026: average map rank 4.3. Top 3 grid points grew from 2 to 14.

Homepage & Service-Page Content

A renovation buyer decides fast whether a page speaks to them. We rewrote the homepage and core service pages around what each buyer is actually weighing: cost, process, design, and timeline.

Kitchen renovations
Bathroom renovations
Basement developments
Home additions
Exterior renovations

Fixing Keyword Cannibalization

Reborn was competing against itself. Blog posts and service pages were fighting for the same terms, splitting the signal Google needed to rank one clearly. We re-targeted those posts to informational queries and linked them to the matching service page, so each keyword has one clear ranking page.

First-Screen Redesign & New Menu

The first screen shapes bounce rate and behavioural signals more than any other part of a page. We redesigned it to state Reborn’s value right away and give visitors a clear next step. We also rebuilt the main menu so every core service is one click away.

Technical SEO Clean-Up

We audited the full site and fixed the backlog of technical issues:

Collapsed redirect chains and cleaned up the large number of 301 redirects
Fixed 404 pages, redirecting dead URLs to their closest live match
Removed “nofollow” from internal links so link equity flows across the site
Updated internal links to point straight at final URLs

Authority & Link Building

Authority isn’t bought in a month. Every month GrowME published 3 guest posts and built 5 new citations, so the domain climbed on a signal Google trusts. Over 8 months that adds up to about 24 guest posts and 40 citations, a steady authority signal built month over month.

MEASURABLE RESULTS

Proven Results

Across our partnership, which began in March 2026 and continues today, Reborn Renovations went from chasing its main competitor to leading Calgary’s renovation searches in both the map pack and organic search.

“home renovations calgary”

Ahead of the main competitor

Reborn now holds the top organic spot for Calgary's highest-volume renovation search (1,100/mo), above Ultimate Renovations.

13.4

4.3

map rank

Leading Calgary's map pack

Top 3 grid points grew from 2 to 14, and no point in the city now ranks worse than 9th.

+35%

organic visitors to the kitchen page

The page we rebuilt, now pulling traffic

Organic visitors to the kitchen page rose 35% and to the homepage 32% year over year (Google Analytics), matching the #39→#3 and #1 ranking jumps. Form submissions are up 8%.

Keyword Wins

Positions on 19 Oct 2026 (SE Ranking) vs. March 2026 (proposal research), across 31 tracked core keywords.

Home renovations

Homepage

home renovations calgary

calgary home renovations

home renovation calgary

renovation companies calgary

New

calgary home renovation companies

New

renovations calgary

Kitchen renovations

Kitchen page

kitchen renovation

New

kitchen renovation calgary

calgary kitchen renovations

calgary kitchen renovation

calgary kitchen remodeling

kitchen renovations calgary

Exterior renovations

Exterior page

calgary exterior renovations

exterior home renovations calgary

exterior house renovation

New

home exterior renovations

New

exterior home renovation

New

exterior renovations calgary

Home additions

Home Additions Page

home additions calgary

held #1

homes additions calgary

home addition calgary

home addition contractor

New

contractor for home addition

New

house additions calgary

SE Ranking: Home keyword group, 19 Oct 2026.

SE Ranking: Kitchen keyword group, 19 Oct 2026.

SE Ranking: Exterior keyword group, 19 Oct 2026.

SE Ranking: Home Additions keyword group, 19 Oct 2026.

Partner Feedback

In Their Own Words

That’s very good news. That’s what I was told would happen when we signed with you; I’m glad to see you made it happen. Thank you very much for your efforts.

– Tyler Mathews, CFO, Reborn Renovations

The leads have really been increasing… It’s really been keeping me busy.

– Remi, Sales Representative, Reborn Renovations

About the Author

Mykhailo Rudenko

SEO Team Lead, GrowME Marketing

SEO specialist with extensive knowledge in search engine optimization, honed over ten years of experience. He’s passionate about driving impactful results for companies, specializing in optimizing search results and collecting, cleaning, and clustering keyword research data.

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