Organic growth for reefa.pl
For my company Reefa I rebuilt the website and content for Google and for AI answers: a plan of 33 SEO and GEO changes, 29 free tools for customers, an open dataset of cleaning time norms and a daily routine that looks after the content. In July, after the plan went live (1–29 July against the 3 July baseline), clicks from Google rose from 8.6 to 11.2 a day.
Below is what I measured and what I haven’t yet. I run SEO and AI-answer visibility for companies from PLN 7,000/month excl. VAT. I am based in Kraków and work remotely across Poland.
+30%
daily clicks from Google in July, after the plan went live (1–29 July against 3 July): from 8.6 to 11.2 (as of 1 Aug 2026)
- Company
- Reefa, a B2B cleaning company in Kraków and Katowice
- Period
- June–October 2026
- My role
- Owner. Strategy, website code, content and tools.
- Services
- A similar project
- from PLN 7,000/monthexcl. VAT
What it looks like on screen
What was holding back growth from Google
A service company’s website often looks fine but has little content that answers customers’ questions. In July 2026 I ran a full audit (11 parallel analyses by AI agents), and it showed that the site itself was no longer the bottleneck. What held it back was off the site: Google Business reviews, company listicles, citations and links.
The second issue was AI answers. I checked when Google shows an AI answer above the results: it appeared for 6 of 6 question queries and for 0 of 3 queries asking only for document templates. That shaped how I build content and tools.
What I wanted to know before changing anything
- Which queries and pages bring clicks, and which only impressions
- Where we rank on the map for office cleaning in Kraków
- Whether AI cites the site at all, and for which questions
- What actually slows the site down on a phone
- Which pages compete with each other for the same queries
What I built
SEO and GEO plan: 33 changes
In early July I shipped 33 changes in three waves. I cut the auto-generated district pages from 218 to 86, added llms.txt and llms-full.txt, FAQ structured data built from the visible FAQ, and one set of verified company facts on every page.
29 free tools
Calculators and generators for property managers, school heads and medical facilities. Every tool is a generator plus an explainer that answers the question first, because Google showed AI answers for questions but not for bare templates. 21 tools print a branded A4 document, and the request-for-quote builder for housing communities has an “also send to Reefa” option.
Open dataset of cleaning time norms
8 research agents collected 2,338 rows from 168 sources in 13 countries. I checked 173 rows by hand: 1.7% had substantive errors, and I fixed them all. After filtering, I published 460 categories on ktosprzata.pl in August under CC BY 4.0. One finding from the dataset: preparation time isn’t “+15%”, it’s 7 fixed minutes per shift plus a variable part of 48% at 100 m², 12% at 500 m² and 5% at 2,000 m².
Speed on mobile
Search Console flagged slow responsiveness on mobile (INP 205 ms on about 48 URLs). I shipped four fixes the same day, and in a second round cut the page JavaScript from 1,294 to 772 KB (−40%) and the cookie banner from 43% to about 25% of a phone screen.
City and service pages
A Next.js site with URLs by city and service, migrated from Tilda with 301 and 308 redirects. The company data has one stable identifier, tax and register numbers and a link to Google’s Knowledge Graph.
A blog with one source of facts
runs on its ownSince 4 October 2026 the company facts are written into the instructions of the model that writes the articles. The content routine, which may edit pages and up to two articles per run, has a guard: it blocks competitor names, unverified ratings and site counts.
Measuring queries, not just traffic
Search Console, Senuto, a map rank grid and tracking of 32 queries in Kraków and 16 in Katowice. From 22 October, 14 questions are also checked weekly in ChatGPT, Gemini and AI Overviews.
Content routine
runs on its ownEvery day at 13:00 it edits titles, descriptions and copy by fixed rules: any one URL template at most once every 28 days, with the effect judged after 35 days. Details are in the AI agents case study.
How it fits together
1. Measurement
Search Console
clicks, CTR, indexing
Senuto and maps
top-10 queries, 5×5 grid
AI visibility
14 questions in 3 engines
2. Site
City and service URLs
Structured data and llms.txt
Speed
JavaScript −40%
3. Content
29 tools with explainers
Open norms dataset
CC BY 4.0
Blog with company facts
daily
runs on its own
4. Results and review
Google: results and maps
AI answers
AI Overviews, Copilot
Content routine
judges a change after 35 days
runs on its own
Measurement shows what to fix. Changes go into the site and the content, and results in Google, maps and AI answers feed back into measurement. The content routine judges each change after 35 days.
Key:runs on its owna person decidesdata, people or a place of work
Numbers from the system
| What I measure | Value | As of |
|---|---|---|
| Clicks from Google per day1–29 July against the 3 July 2026 baselineas of 1 Aug 2026 | from 8.6 to 11.2 (+30%) | |
| Google CTRsame periodas of 1 Aug 2026 | from 0.88% to 1.20% | |
| Impressions per dayas of 1 Aug 2026 | 937 | |
| Keywords in the top 10 (Senuto)as of 29 Aug 2026 | 36, the site’s all-time high | |
| Organic traffic (Senuto)as of 29 Aug 2026 | +5.6%, home page +29% | |
| Maps, “firma sprzątająca biura kraków”5×5 grid, points 2.2 km apartas of 30 Aug 2026 | average 9.15; top 3 in 8 of 25 points | |
| Free tools in the reefa.pl menuas of 1 Sept 2026 | 29 | |
| Open norms datasetas of 29 Aug 2026 | 460 categories from 2,338 rows, 168 sources, CC BY 4.0 | |
| Page JavaScriptno Chrome field data (CrUX) after the fix yetas of 21 Jul 2026 | from 1,294 to 772 KB (−40%) | |
| New articles indexed the same dayas of 10 Jun 2026 | 8 of 8 | |
| Content routine baselinebefore the routine’s changesas of 14 Oct 2026 | CTR 1.6% at an average position of 9.9 |
I have no measurement of how much of this growth turned into enquiries, so I don’t quote one.
Not everything worked: the home page was cannibalising the office cleaning page (fixes shipped on 29 August, effect not measured yet), and the off-site work hadn’t been done by 1 August.
Bing baseline: 161 Copilot citations in 3 months, for the disinfection topic only. That is a starting point, not a result.
What it runs on
- Next.js 16, TypeScript, Tailwind
- a statically generated site with content refresh
- Vercel
- hosting and fast deployments
- Schema.org (JSON-LD)
- company data, FAQ, HowTo, Dataset
- llms.txt
- a site summary for AI models
- Google Search Console, Senuto, Bing
- measurement
- Anthropic Claude
- research agents and content support
What you can take for your company
Measure queries first, then write
Before I write anything, I check what Google already shows you for and where you lose clicks. Then it’s clear which pages to fix and which to leave alone.
A tool that answers first
A calculator or generator that solves a specific problem for your customer gives them a reason to come back or get in touch. A short answer at the top lets Google and AI models quote it.
Your own data, which nobody can copy
A norms dataset, counted hours, results from your company. Data like this has a chance of being cited because it doesn’t exist anywhere else.
An honest report
I tell you what I measured and what I didn’t. I’d rather say I don’t know the effect on enquiries yet than show a nice traffic chart.
Services where I do this
Customers from Google and from AI answers (ChatGPT, Gemini, Perplexity): site, content, tools and measurement that tracks enquiries, not just traffic.
from PLN 7,000/monthexcl. VAT
Other case studies
- 13An operating system for a service companyOne panel for the whole company: schedules and shifts, finances across several entities, petty cash, bank matching, e-signed contracts and client reports.
- 1,100 hA bot for the field teamA shift starts and ends with one button in Telegram, with location and photos. The rebuild removed 55 issues and is covered by 19 scenario tests.
- 11AI agents that run part of the company11 routines and agents: a panel doctor, SEO content, lead growth, moderation, tenders and a morning brief. Five of them log every decision, and releases roll back automatically.
- 3 daysKtoSprząta.pl — an industry platformA directory of companies from public registries, a search that fixes typos, a free Pro panel for companies and AI moderation three times a day.
Let’s talk about your company
30 minutes, no sales deck. You tell me where time and money leak, and I tell you what I’d do first and roughly what it costs.