Brickwork: Fixing a Site That Competed With Itself

Brickwork is a real estate development and brokerage firm operating across multiple service areas. Their listings and service pages weren’t showing up in local search, even for their own branded neighborhoods, while smaller competitors with weaker reputations ranked above them.

The objective was to fix Brickwork’s local search presence and make sure the right pages were ranking for the right locations. Brickwork partnered with Digital Agency Marketing (DAM) to diagnose the problem and rebuild their local search strategy from the ground up.

The audit revealed a site working against its own local SEO goals:

• Multiple pages targeting the same service area, splitting ranking signals.
• Duplicate property listings left live after properties were sold.
• Inconsistent business name, address, and phone details across listings.
• Slow crawling caused by an oversized, unoptimized sitemap.
• No location-specific schema markup.

This meant Brickwork was essentially competing against itself in search results, while duplicate and outdated listings diluted trust signals.

A three-phase plan was put in place to stop Brickwork’s own pages from competing with each other. Technical fixes came first, followed by local content and authority building.

• Consolidated duplicate listing pages and set proper redirects
• Cleaned and resubmitted an optimized XML sitemap
• Standardized business information across the site and directories
• Improved crawl efficiency by fixing broken internal links

• Rebuilt service-area pages so each targeted a distinct location.
• Added local schema markup to listings and service pages.
• Created dedicated pages for underserved neighborhoods.

• Earned mentions and backlinks from local business directories and real estate publications.
• Built citations across relevant local platforms.
• Strengthened internal links between listings and area guides.

• Duplicate listings were fully resolved and consolidated.
• Site crawling became noticeably faster and more consistent.
• Local pack visibility began improving in target service areas.

• Local visibility increased across the majority of target neighborhoods.
• Listing pages began ranking above previously dominant competitors.
• Site-wide crawl errors dropped to near zero.

“Several of our own pages were ranking against each other, which was holding back listings that deserved more visibility. DAM cleaned up that structure, and our local rankings improved noticeably as a result.”

— Marketing Director, Brickwork

Brickwork’s turnaround shows that local SEO success often starts with cleanup, not expansion. Removing duplicate and conflicting pages gave their strongest listings room to actually rank.