Project overview
North Cape Chauffeur Services is a chauffeur and tour business in northern Norway. The client reached out because the website was struggling to appear in Google, and the existing setup was holding it back both technically and structurally.
This was not a website build from scratch. My role here was focused on on-page SEO improvement, technical cleanup, and a round of usability fixes that support search performance in practice. In many cases those two areas overlap: a site that is heavy, unclear, or inconsistent often underperforms both for users and for search engines.
When I took over the project, the homepage alone weighed around 14 MB, the audit score was sitting at C+, and several core SEO elements were either weak, missing, or poorly implemented. The goal was to improve the website in a way that would make it easier to crawl, easier to understand, and more competitive for North Cape tour-related searches.
Starting point
The main issue was not a single broken setting. It was a combination of missed basics across metadata, page structure, media optimization, and indexing signals.
Important pages such as Home, About, Contact, and Tour needed stronger SEO titles and meta descriptions. Headings and page structure needed to do a better job of reinforcing relevant search intent around phrases like North Cape, North Cape Chauffeur Services, and North Cape Tour from Honningsvag. On top of that, missing ALT text, oversized images, a placeholder privacy page, and incomplete technical SEO setup were all limiting the site’s performance.
Before optimization: the site audit score was C+, with significant issues across metadata, media weight, and technical SEO basics.
SEO improvements
I started by tightening the on-page foundation across the main pages. SEO titles were rewritten and aligned with target queries, while meta descriptions were added and optimized to better support local search relevance and click-through potential. I also improved headings and page structure so the content spoke more clearly to North Cape chauffeur and tour-related searches instead of relying on vague page copy.
Another important layer was social and search presentation. I added Open Graph metadata and proper preview thumbnails so the pages would present more cleanly when shared, and I replaced the favicon so the brand could show up more reliably in Google results.
Images also needed attention. I fixed missing ALT attributes across the site, then resized and optimized assets to reduce unnecessary weight and improve presentation, especially in the homepage and About page sliders. That cleanup had a direct impact on both usability and performance.
Technical cleanup and indexing
Beyond the visible copy improvements, I implemented the supporting technical pieces that help search engines understand and trust a local business website.
I added Local Business schema and Organization schema so the business and its location would be easier for search engines to interpret. I created an llms.txt file at chauffeurservices.no/llms.txt, generated an XML sitemap at chauffeurservices.no/sitemap.xml, and added the sitemap link into the footer for easier access.
The site was then connected to Google Search Console, and the sitemap was submitted for indexing and monitoring. I also moved the placeholder Privacy Policy page into drafts so it would no longer sit publicly as unfinished content.
One of the clearest technical wins was asset reduction. The homepage dropped from roughly 14 MB to 4.6 MB, which gives the site a much better baseline for load speed and overall usability.
After optimization: the site audit score improved to A+, reflecting the combined impact of metadata, performance, schema, and indexing improvements.
Result
The overall SEO score improved from C+ to A+, but more importantly, the site became much healthier as a real marketing asset. It now has stronger metadata, clearer keyword targeting, better image handling, proper structured data, an XML sitemap, Search Console integration, and a lighter page experience overall.
The screenshot below shows the website ranking first in Google for the query “Chauffeur Services Honningsvag”, which is a useful signal that the cleanup work translated into actual visibility rather than just a better audit score.
This project is a good example of how SEO improvement is often broader than titles and keywords alone. Better indexing signals, cleaner media, stronger structure, and the removal of weak or unfinished content all work together. In this case, the result was a website that became easier to find, easier to load, and more trustworthy from both a user and search engine perspective.
