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Client project · Charlotte, NC · in progress

Rebuilding the site of a local-marketing agency that search engines could barely read.

System Groove is a Charlotte, North Carolina agency that runs Meta Ads, Google Ads, Google Business Profile optimization, landing pages and review follow-up for local service businesses. ALCA Software is rebuilding its website and running the technical SEO program behind it. This page documents the starting point — a dated audit of the live site — and the work in progress. Every screenshot here is the old site, before the rebuild.

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Type
Client project
Industry
Marketing & local service growth
Project
Full website rebuild + technical SEO program (engagement in progress)
Location
Charlotte, North Carolina
System Groove homepage before the rebuild: dark navy hero with the headline "Fix the gaps between being found, trusted, and contacted"
Old site — before the rebuild

Organic search program

An agency that sells visibility, starting from zero of its own

System Groove’s pitch is that local service businesses lose work in the gaps between being found, trusted and contacted. The audit below is what its own site looked like in those same terms: reachable, but almost entirely unreadable to search engines and AI assistants. Every figure here was checked against the live site and can be re-checked the same way.

Pre-redesign audit snapshot

pages carrying JSON-LD structured data
0pages carrying JSON-LD structured data
Open Graph or Twitter card tags site-wide
0Open Graph or Twitter card tags site-wide
response at both /robots.txt and /sitemap.xml
404response at both /robots.txt and /sitemap.xml
URL carrying all five service intents
1URL carrying all five service intents

Audit snapshot: September 6, 2026

Measured against the live pre-redesign site. These counts change as the rebuild ships.

The challenge

  • No robots.txt and no sitemap.xml — both paths returned 404, so nothing guided crawling.
  • No JSON-LD structured data on any page, leaving the business, its services and its location undeclared.
  • No Open Graph or Twitter card tags, so every shared link rendered without a preview.
  • Canonical tags present on the case-study pages but missing from the homepage, /services, /process and /contact.
  • All five services collapsed onto one /services URL behind anchor links.
  • No location pages, despite a Charlotte, NC base and a local-service audience.
  • The apex domain redirecting to an insecure http:// URL before reaching https.

The strategy

  • Split /services into five indexable service pages, each mapped to one buyer intent.
  • Generate the sitemap and robots.txt from the route tree so new pages are covered automatically.
  • Emit a self-referencing canonical on every route, not just the case-study family.
  • Generate Organization, Service, BreadcrumbList and FAQPage schema from page content, so the two cannot drift apart.
  • Add Open Graph and Twitter card coverage site-wide.
  • Build a Charlotte-metro location layer for the local searches the site could not reach.
  • Collapse the apex redirect to a single hop straight to https://www.

The architecture

The rebuild replaces one flat brochure with a linked graph, so each page has a defined parent and a reason to exist.

  1. Home
  2. Service
  3. Location
  4. Case study
  5. Contact

The observable outcome

The work is in progress, so this page claims no rankings, traffic or leads. What is verifiable today is the starting point: the audit above, taken from the live site on a stated date and re-checkable by anyone. Search performance will be published here only once Search Console data backs it.

The next growth phase

  • Ship the five service pages and retire the anchor-only /services structure.
  • Publish the generated sitemap and robots.txt, then register the property in Search Console.
  • Roll out the Charlotte-metro location pages.
  • Add FAQ content shaped so AI assistants and AI search results can cite it.
  • Establish a Core Web Vitals baseline and track it through the rebuild.

What this case study does and does not claim

  • The screenshots on this page are the pre-redesign site, captured September 6, 2026 — they are the starting point, not ALCA’s design work.
  • The rebuild and the search program are both in progress; no rankings, traffic or lead results are claimed.
  • The audit figures describe the live site on the date stated and will change as work ships.
  • Quantitative search performance appears here only when backed by Google Search Console evidence.

The challenge

System Groove sells local visibility for a living. Its own site was the weakest link in that pitch: an audit on September 6, 2026 found no robots.txt and no sitemap.xml (both returned 404), not a single line of JSON-LD structured data on any page, and no Open Graph or Twitter card tags anywhere — so every share on Facebook, LinkedIn or iMessage rendered without a title card.

The information architecture worked against the business too. All five services — Meta Ads, Google Ads, Google Business Profile optimization, landing pages and automated reviews — lived on a single /services URL behind anchor links, which means one page competing for five different search intents instead of five pages each answering one. For an agency headquartered in Charlotte and selling to local service businesses, there were also no location pages at all.

Smaller issues compounded it: canonical tags existed on the case-study pages but were missing from the homepage, /services, /process and /contact, and the apex domain redirected to an insecure http:// URL before landing on https, adding a wasted hop to every request that started without the www.

The ALCA solution

ALCA is rebuilding the site rather than patching it, because the fixes that matter most are structural. The five services become five real pages with their own URLs, titles and internal links, so each one can rank for the intent it actually serves instead of splitting authority across a single anchor-linked page.

On the technical side the program covers the foundations that were missing outright: a generated sitemap and robots.txt, self-referencing canonicals on every route, Organization, Service, BreadcrumbList and FAQPage structured data generated from the same content that renders the page, and full Open Graph and Twitter card coverage so shared links carry a preview.

Because System Groove is a Charlotte business selling to local service companies, the rebuild adds the local layer the old site never had — a location architecture for the Charlotte metro and service-area pages that match how their buyers actually search. The engagement is ongoing; the screenshots on this page are the site as it stood before the rebuild, kept here as an honest baseline.

Key modules & features

Service pages split by intent

Meta Ads, Google Ads, Google Business Profile optimization, landing pages and automated reviews each move from an anchor on /services to their own indexable URL.

Crawl foundations

A generated XML sitemap and robots.txt, replacing the 404s the audit found at both paths.

Structured data from source

Organization, Service, BreadcrumbList and FAQPage JSON-LD generated from the same records that render the page, so schema and visible content cannot drift.

Canonical coverage

Self-referencing canonical tags on every route, including the homepage, /services, /process and /contact, which had none.

Social preview metadata

Open Graph and Twitter card tags across the site, so shared links render a title, description and image instead of a bare URL.

Local search architecture

Charlotte-metro location and service-area pages, built for an agency that sells local visibility but published no local pages of its own.

How it works

  1. 1Prospect searches for one specific service — not the agency category as a whole
  2. 2A dedicated service page answers that intent and carries its own schema and internal links
  3. 3Location and service-area pages catch Charlotte-metro searches the old site could not reach
  4. 4Case-study pages provide the proof, linked from the service page that matches the work
  5. 5Every path ends on the same scheduling step, tracked as a conversion

Architecture & approach

The rebuild keeps System Groove on a modern React framework and adds the server-rendered metadata layer the previous build never emitted: per-route titles, descriptions, canonicals, Open Graph tags and JSON-LD, generated from content rather than hand-written per page. That is what makes the difference durable — new services and locations inherit correct metadata by construction instead of depending on someone remembering to add it.

The old site, before the rebuild

Every screenshot on this page is System Groove’s previous website, captured September 6, 2026. It is the starting point ALCA is replacing — not ALCA’s design work.

The "What we fix" section listing Meta Ads, Google Ads, Google Business Profile Optimization, Landing Pages and Automated Reviews as five cards
Pre-redesign site, captured September 6, 2026. Five services shown as cards — but all five linked to anchors on one /services URL.
The System Groove services page with the headline "Local marketing built around real lead flow" and a service menu sidebar
The single /services page carrying all five service intents at once.
"Work that shows the system" section with three case-study cards for epoxy flooring and concrete clients
The case-study grid — the only page family that had canonical tags.
A System Groove case-study page for an epoxy flooring client, showing client, industry and duration alongside tracked-lead figures
A client case study on the pre-redesign site — published without any structured data.
"How the system comes together" section laying out four numbered steps: Diagnose, Build, Launch and Improve
The four-step process section on the pre-redesign homepage.
System Groove contact page showing email, phone and a Charlotte, North Carolina address
The Charlotte address that never appeared in structured data or a location page.
System Groove homepage on a phone, showing the hero headline and the "Schedule a call" and "View services" buttons
Pre-redesign mobile homepage.
The "What we fix" service cards stacked vertically on a phone screen
Pre-redesign mobile service cards.

Technology & capabilities

Website rebuildTechnical SEOStructured data (JSON-LD)Local SEO architectureInformation architectureCore Web Vitals

What it was designed to improve

  • Give each of the five services its own page and its own search intent
  • Replace missing crawl foundations — sitemap, robots.txt, canonicals — with generated ones
  • Make the site machine-readable through structured data generated from its own content
  • Give a Charlotte agency the local page architecture it sells to its own clients

Status

  • Website rebuild and technical SEO program in progress
  • Pre-redesign baseline audited and documented on September 6, 2026

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