What to Measure in the First 90 Days After a Website Launch
A 90 day launch review should separate live defects, search discovery, inquiry quality, and mature business outcomes so each finding leads to the right next action.
TROJAN DIGITAL MARKETING
SEO and AI search optimization for local and national brands.
Help customers find your business through search engines, AI answers, and local discovery. We connect technical SEO, useful content, AEO, and GEO with the next customer decision.
Benefits
The questions your search pages should answer
Useful search work starts with the information a buyer needs. These questions help identify the pages, evidence and technical fixes to prioritize.
Can the right page be found?
Check whether important service pages are accessible, linked from the site and represented by the intended canonical URL.
Does the page match the request?
Separate a customer seeking a service from someone researching a definition, a job vacancy or a product you do not sell.
What does the service include?
Explain scope, exclusions and the details that change an estimate so the page can support a useful first conversation.
Can someone check the evidence?
Connect claims to real projects, named expertise or published resources that your business is entitled to share.
Is the location information accurate?
State the actual office or service coverage. A city page should not imply an office or operating capacity you do not have.
Are common questions answered?
Use questions from sales calls and customer feedback to choose the next explanation the page needs.
What should the visitor do next?
Put the relevant appointment, contact or estimate route beside the information that helps someone decide.
Which inquiries came from the work?
Review available search data alongside accepted inquiries and sales outcomes. Page views alone cannot tell you whether the request was useful.
Service Details
Search work you can inspect
The plan names the pages and issues to address, the source material needed and the evidence we will use to review progress.
Query and page mapping
Match useful search requests to existing pages. Identify where a page can be improved before adding another URL for the same customer question.
Titles and page structure
Write titles and headings around the page purpose. Check internal links and descriptions so customers can distinguish related services before they click.
Service answers and supporting evidence
Develop explanations from your actual offer, customer questions and project material. Review factual claims with the person responsible for the work.
Technical access and usability
Review crawl access, indexing signals, mobile layouts and loading behavior. Prioritize issues that prevent customers or search engines from using important pages.
Relevant references and mentions
Identify legitimate opportunities to share useful work with relevant organizations or publications. Any outreach needs a real reason for the other party to reference the business.
Business Profile and location detail
Review Google Business Profile information alongside the website. Check actual services, hours, categories, contact details and coverage for contradictions.
Search and inquiry review
Compare query and page observations with inquiries your team can evaluate. Record changes and allow for incomplete attribution when interpreting results.
An actionable next report
Show the work completed, the outcomes observed and the next decision. Separate a page being published from evidence that it produced a useful inquiry.
Why Choose Us
Why we are your best choice
More than 1,400 live sites
We run more than 1,400 live websites, so building and keeping a site online is routine work here.
Scope from your own numbers
The plan starts from your average job value, your margin and your close rate, so the budget matches what one customer is actually worth to you.
Indianapolis based, national reach
We work out of Indianapolis and take clients across the country, so the local market knowledge here is first hand.
Reporting you can check
Reports show the inquiries and where they came from, including the ones that went nowhere, with the arithmetic behind every figure.
Free tools you can use today
Cost per lead, job profit, invoices, estimates and a website audit are all free to use on this site before you talk to anyone.
What we will and will not promise
We name the work, the order it happens in and what each piece should change. Rankings and timelines stay with Google, and we report what actually happened.
How We Work
Our 4 Stage Process
Step
Discovery Phase
We start with what you're already getting. Where your traffic comes from, which pages actually produce inquiries, how many of those inquiries close, and what a closed job is worth to you. That last number sets the budget, so we work from your own figures and show you the arithmetic behind them.
Strategy Development
You get the plan in writing, with the work named and put in order, and a line on what each piece is meant to change. It names the channels we're using and the ones we're leaving alone, with the reason for both. If part of it won't clear your margins, we'll tell you before you spend anything on it.
Implementation and Execution
We build it in the order the plan set. Technical fixes first, then the pages that earn money, then the profiles and campaigns that feed them. You get a record of what changed and when, so six months from now you can still account for every edit made to your site.
Monitoring and Optimization
Reporting shows the inquiries and where they came from, including the ones that went nowhere. Each month we look at what moved, change what's underperforming, and leave alone what's already working. Google sets its own pace on results, so the report covers what actually happened in the period and what we're changing next.
From the businesses we've worked with
“It’s been 2 years; I couldn’t imagine going anywhere else.”
Vanessa WilliamsBujeesummer
A search phrase is a brief, not a paragraph to repeat.
“Web design for a service business” asks for a different answer than “how much does a website cost?” We map the question to one useful page, then add the scope, examples, and limits that make its answer worth reading.
Does every keyword need its own page?
No. Questions with the same intent often belong together. A separate page earns its place when the service, audience, location, or decision actually changes. Structured data should describe the visible page accurately; it cannot guarantee a ranking or a citation in an AI answer.
QUESTION → PAGE BRIEFIllustrative planning example
A buyer asks“How much does a service business website cost?”
ONE USEFUL PAGEExplain what changes the price.
- Scope
- Pages, copy, forms, and integrations.
- Tradeoffs
- Template or custom. Launch now or phase it.
- Evidence
- An actual project with its scope disclosed.
- Next step
- Bring the requirements to a scope call.
Your questions, answered.
What is the difference between SEO, AEO, and GEO?
SEO gets your website ranking on Google. AEO, or Answer Engine Optimization, gets your content chosen as the direct answer to a search query, like the featured snippet at the top of results. GEO, or Generative Engine Optimization, gets your brand cited by AI tools like ChatGPT, Gemini, and Claude when someone asks them a question in your category. All three work together.
How does Trojan Digital Marketing approach SEO?
We start with a full website audit to find technical issues, keyword gaps, and missed opportunities. Then we build a custom strategy targeting the search terms your customers actually use, optimize your content structure, and build the authority signals Google uses to decide who ranks.
What is Answer Engine Optimization and why does it matter?
AEO is the practice of structuring your content so search engines pull it as the direct answer to a question. When Google shows a paragraph at the top of results without the user clicking a link, that is an AEO win. It drives visibility and trust even before someone visits your site.
Can you get my business cited by ChatGPT, Claude or Gemini?
Yes. GEO focuses on building the signals these tools use to decide which brands to recommend. That includes authoritative content, strong backlink profiles, consistent brand mentions across the web, and structured data that AI models can parse. We build all of it.
What does a full SEO audit include?
Our audit covers technical site health, page speed, mobile performance, crawlability, keyword gap analysis, on page optimization, content quality, and backlink profile. You get a clear picture of where you stand and exactly what needs to be fixed.
Is local SEO different from regular SEO?
Yes. Local SEO focuses on ranking for searches tied to a specific geography, like "marketing agency Indianapolis." It involves optimizing your Google Business Profile, building local citations, and creating location specific content. We specialize in local SEO for Indiana markets
Take the idea further.
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KNOW YOUR NEXT STEP
From Indianapolis.
Across the United States.
Based in Indianapolis, we serve businesses across central Indiana, including Carmel, Fishers, Zionsville, Westfield, Noblesville, Greenwood, Avon and Plainfield, and clients across the United States.
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