Client Portal · SEO
SEO Plan & Progress
When a business has an invoice that’s 90 days past due, it searches Google. Our job is to make sure Melton Norcross is the firm it finds. You already rank on page one for “oil and gas debt collection agency,” the single most valuable search in your market. That is a strong position, and the new website is built to protect it and expand it.
Most of the heavy lifting is already done. We audited every page of your current site and your two main competitors, mapped every search worth owning to a page, and designed the new site’s structure around them. This page shows that work, what goes live with the new site, and what we do next. The SEO Groundwork tab has the detail.
At a glance
- You rank on page one today for “oil and gas debt collection agency.” That ranking is locked in through the launch.
- The research is complete: a full audit of all 44 pages on your current site, a competitive audit, and a keyword map for every service, industry and market.
- The new site is built for search: dedicated pages for each service, industry and location, written and structured to rank, with every old address preserved or forwarded.
- The technical foundation goes live at launch: page titles and descriptions, business markup for both offices, FAQ markup, a clean site map and fast pages.
- Next: track rankings from day one, restart the blog, earn quality links, and add a second wave of pages in the following 60–90 days.
1. Where Things Stand
Three status labels are used throughout this section. Complete means the work is finished. Built into the new site means it is part of the new website and goes live the day it launches. Next means it begins after launch.
| Work | Status |
|---|---|
| Audit of all 44 pages on your current website | Complete |
| Competitive audit of Ryan & Jacobs and Tucker Albin | Complete |
| Keyword map: every target search assigned to one page | Complete |
| New site structure: service, industry and location sections | Complete |
| Address map for every existing page, so no ranking or link is lost | Complete |
| Rewritten page titles and descriptions for every page | Built into the new site |
| Dedicated pages for each service, industry and market | Built into the new site |
| Business markup for the Frisco and Lafayette offices, and FAQ markup | Built into the new site |
| Clean site map, one main heading per page, image descriptions | Built into the new site |
| Internal links connecting related services, industries and locations | Built into the new site |
| All 28 blog posts moved with the same addresses, dates and images | Built into the new site |
| Ranking and traffic tracking against your “before” picture | Next |
| Monthly blog posts and refreshes of your best existing posts | Next |
| Second wave of pages (more industries, markets and resources) | Next |
| Links from associations, press coverage and trade publications | Next |
2. What We Found
Our audit compared your site with the two competitors you pointed us to. The short version: Melton Norcross has the most expertise of the three, but the current site doesn’t show Google the full depth of it.
| What it means | |
|---|---|
| Your strength: oil and gas | You rank on page one for the most valuable search in your niche, and neither competitor appears for it. Your coverage of upstream, midstream and downstream work is the deepest of the three sites. |
| Your strength: mineral liens | No competitor covers lien rights and deadlines the way your content does. It is a natural advantage and the backbone of the new content plan. |
| Your strength: published fees | You are the only one of the three that shows its rates. It builds trust and filters for serious prospects. |
| The gap: structure | Your services, industries and locations each sit on a single page. Ryan & Jacobs, your real search competitor, has separate pages for 7 services, 6 industries and 8 locations, so it can rank for far more searches. |
| The gap: page titles | Many current page titles are generic (for example, “Services | Melton Norcross”). Rewriting them is the quickest win available. |
| The gap: freshness | The blog has not had a new post since mid-2025, and Google favors sites that stay current. |
The key finding: reorganizing the expertise you already have is worth more than writing new content from scratch. That is exactly what the new site does.
3. The Searches We’re Targeting
Each group of searches has one page that owns it, so your pages never compete with each other. Every search is commercial. We deliberately avoid consumer debt searches, which bring the wrong visitors.
| Topic | Example searches | Page that owns it |
|---|---|---|
| Oil and gas collections | oil and gas debt collection agency, oilfield collection agency | Homepage and Oil & Gas page |
| Commercial collections | commercial debt collection agency, B2B collection agency, business debt collection | Services hub and Commercial Debt Collection page |
| Mineral liens | Texas mineral lien, Louisiana oil well lien, oilfield lien deadline | Mineral Liens page and lien resources |
| Specific services | skip tracing, asset investigation, judgment recovery, demand letters, international collections | One page per service |
| Oilfield industries | collection agency for drilling contractors, equipment rental, trucking, pipeline | One page per industry |
| Local markets | commercial debt collection Dallas, Houston, Lafayette | Dallas–Fort Worth, Houston and Lafayette pages |
| Questions owners ask | how to collect a past-due invoice, personal guaranty, credit application | Blog posts, FAQs and free resources |
4. Built Into the New Site
| Area | What’s in place |
|---|---|
| Page titles and descriptions | Every page has a title and description written for the searches it targets. Your homepage title stays focused on “oil and gas debt collection agency.” |
| Site structure | Services, industries and locations each get their own section, with a hub page linking to every child page. This is the structure that lets Ryan & Jacobs rank broadly, built around your stronger expertise. |
| Local signals | Business markup for the Frisco and Lafayette offices, with your name, address and phone matched exactly to your Google profiles. Market pages such as Houston show the areas you serve without claiming an office there. |
| FAQ markup | Frequently asked questions on key pages are marked up so Google can show them directly in results. |
| Clean technical foundation | One main heading per page, a clean site map, descriptive image text, fast loading on phones, and retired or duplicate pages cleaned up. |
| Internal links | Every service links to related services and industries, and a structured footer connects all main pages, so Google understands how your expertise fits together. |
| Nothing lost | Every one of your current pages keeps its address or is forwarded to its new home, including all 28 blog posts. Pages that no longer belong in the menu stay live as landing pages. See Protecting Your Search Rankings in the Website Design section. |
5. What Happens Next
| When | What we do |
|---|---|
| Launch week | Open the new site to Google, submit the site map, request indexing of your most important pages, test every forwarded address, and record your “before” rankings and traffic. |
| First 30 days | Check Google’s reports daily for two weeks, then weekly. Fix anything that slips. Point both Google profiles to their location pages. |
| Month 1 | Start rank tracking for every target search. Refresh the blog posts closest to page one. First monthly report. |
| Month 2 | Restart the blog at two posts a month, led by mineral liens and oilfield credit. Begin association and directory outreach. |
| Month 3 | Launch the second wave of pages (additional industries, markets and resources). Publish the first linkable resource. Review results and adjust the plan. |
It’s normal for rankings to move slightly for two to four weeks after any website launch while Google re-reads the site. We watch closely through that period and act on anything that doesn’t recover.
6. Building Authority
Google trusts sites that other trustworthy sites mention. We focus on quality and relevance, never volume:
- Press coverage from the three-release program (see Press Releases)
- Industry and credit associations: member directory listings and contributed articles
- Consistent business listings across the major directories (see Local SEO & Reviews)
- Linkable resources, such as a lien and notice deadline guide that trade sites and attorneys reference
- Expert commentary: your team as a source for trade and business publications
We never buy links or use link networks. They put rankings at risk.
7. How We’ll Measure It
| What we track | Why it matters |
|---|---|
| Rankings for every target search | Shows which pages are gaining ground |
| Visitors from Google | The traffic those rankings produce |
| Calls, forms and accounts placed from search | The result that matters most |
| Pages indexed and site health | Catches technical problems early |
| New mentions and links | Tracks growing authority |
Results are reported monthly in this portal.
8. What We Need From You
- Associations: which industry and credit associations you belong to.
- Industries to prioritize: beyond oil and gas, which industries bring you the best accounts.
- Expert availability: whether David, Shelley or Meghan would give an occasional quote to a trade publication.
These items are also tracked in the Further Information or Clarification Needed tab of the Campaign Overview.
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