We are launching or migrating a website. Is it worth doing SEO before the launch?
It is, and Apoan is the case: we built the site from scratch around the search architecture instead of retrofitting it afterwards. It first indexed in May 2025 with 27 clicks, and fourteen months later was drawing 352 organic visits and 60,000 impressions a month, with average position climbing from 18.7 to 7.0, with no backlinks bought and no digital PR.
The situation
Apoan works in geotechnical engineering, environmental consulting and mining. It had no website. Not an outdated one. None.
Most site launches treat organic search as something to fix afterwards, which costs months of indexing that never come back. We built this one the other way around.
What we did
The site was designed around the search architecture rather than the other way around (technical SEO), and from launch it published five blog articles a month on the technical questions the field actually asks (content strategy).
No backlinks were bought and no digital PR was involved. Technical foundation and content, and nothing else.
The numbers
| What we measured | Result | Window | Source |
|---|---|---|---|
| Monthly clicks / monthly impressions | 352 / 60K | Jul 2026 | Google Search Console |
| Average position on Google | 18.7 → 7.0 | May 2025 → Jul 2026 | Google Search Console |
| Clicks and impressions accumulated | 2,796 / 408K | May 20, 2025 – Aug 18, 2026 | Google Search Console |
| Impressions from one page, “talude: o que é e quais são os tipos”, position 6.2 | 211K | Accumulated | Google Search Console |
| Position for the brand's own name | 1.0 | Jul 2026 | Google Search Console |
What happened
The site indexed in May 2025 with 27 clicks in its opening month. Fourteen months later it was drawing 352 organic visits and 60,000 impressions a month, with average position climbing from 18.7 to 7.0, and ranking first for the brand's own name, which a new domain does not get for free.
The engine is deep technical content: one article, on what a slope is and what its types are, accumulated 211,000 impressions by itself at average position 6.2. Read the absolute numbers against the starting point, not against a consumer brand. The slope is the result here.
