From 1 to 111 top-three rankings: how Advanced Health & Safety came to own local search

Why was a trusted local business invisible in search?

Advanced Health & Safety is a certified mold- and asbestos-inspection and remediation company serving Madison and Dane County, Wisconsin since 2000. A mold inspection is a professional assessment that identifies the presence, type, and concentration of mold in a property — the step that tells a property owner whether they have a problem and what it will take to fix it.

The reputation was already there — but the visibility wasn't. When AHS partnered with Asymmetric in early 2024, they were a respected local operator with a low Domain Rating, low organic traffic, and effectively a single top-three keyword ranking. In a market where homeowners and businesses search for "asbestos inspection" or "mold testing" and call the first credible result, that invisibility meant qualified, high-intent local searchers were finding competitors first. The expertise was a market leader's; the digital presence wasn't.

How did Asymmetric build their search dominance?

We rebuilt the company's entire digital foundation and then drove authority and rankings hard.

• Rebuilt the website from scratch — a faster, modern site engineered to rank and to convert searchers into inquiries.
• Ran a Domain Rating improvement project — a deliberate authority-building program. Domain Rating is a measure of a website's overall backlink authority and credibility — the trust signal search engines weigh when deciding who to rank.
• Executed intensive, sustained SEO — targeting the non-branded, high-intent local searches that turn into phone calls and booked jobs.
• Built the lead-generation path so the new search visibility converted into real inquiries, not just traffic.

The strategy was deliberately aimed at non-branded local intent — capturing people searching for the service, not the company name, because those are new customers rather than people who already knew AHS.

What were the results?

In about two years, the program rebuilt AHS's entire search presence — verified in Ahrefs (as of mid-2026):

• Top-three keyword rankings grew from 1 to 111 (+110) — the clearest measure of going from invisible to dominant.
• Organic traffic grew roughly 11x, up 707 monthly visits (from about 57 to 764).
• Organic keywords grew from ~37 to 195 (+158).
• Domain Rating climbed from 11 to 41 (+30), backed by 471 referring domains (+168) and 738 backlinks (+298).
• Almost all of the growth was non-branded — 714 of the 764 monthly visits — meaning the gains came from new customers searching for the service, not existing fans searching the brand name.
• The company now appears in AI Overviews for its category — visibility in AI-generated answers, not just traditional search.
• Leads, booked jobs, and revenue all rose substantially alongside the search gains.

The chain is direct: a rebuilt, higher-authority site ranked for the searches that matter, those rankings captured non-branded high-intent local demand, and that demand converted into leads, jobs, and revenue.

How deep does the partnership go?

The relationship runs deeper than marketing. Advanced Health & Safety is the pilot client for [HazardOS](/proof/case-studies/hazardos/) — the full-span environmental-remediation ERP platform Asymmetric is building to run a remediation company's entire business, from field survey to paid invoice. AHS isn't just a marketing client; they're the design partner proving the product in the real world.

What did the client say?

“We've been working with Asymmetric Marketing for about two years, and the experience has been outstanding. Since partnering with them, the quality of our leads has significantly improved, and our website looks better than ever. They're also developing an app for us that we believe will be a game changer for our business. Our SEO performance is now among the best in our market, and their customer service has been excellent throughout. Highly recommend!”

Gina Richards, General Manager, Advanced Health & Safety