TWAG: Six years, 33 cities, and the +104% keyword lift that came from one Cloudflare config change

Aug 15, 2024 min read

The engagement

Tetrault Wealth Advisory Group (TWAG) — Canaccord Genuity-affiliated wealth advisory based in Winnipeg. Engagement window: November 2019 through November 2025 [engagement records]. Six years, 138 bi-weekly KPI reports [engagement records].

The headline outcome

Anchor advisor lifted from #6 to #2 on Wealth Professional Canada’s Top-50 Advisors list during the engagement [Wealth Professional Canada, 2024]1.

The national location program

33 location pages built across every Canadian province [engagement records]. Each page: geo-modified H1 + title + meta, province-specific content, LocalBusiness schema with province-specific GeoCoordinates, map embed, and internal links.

Top-100 ranked URL share went from 26% to 55% across the engagement [SEMrush, Nov 2019–Nov 2025]2. Calgary location page eventually outperformed the homepage in GSC — verified visible [Google Search Console export]2.

The Cloudflare + Argo Smart Routing deployment

Mid-engagement, Google started favouring crawl-budget efficiency and mobile-first signals more aggressively 3. A Cloudflare deployment with Argo Smart Routing enabled [Cloudflare Argo documentation]4 delivered a SEMrush-verified +104% keyword visibility lift in the months following [SEMrush Landscape report]2.

Why it worked: Argo reduced TTFB across the long tail of city-specific page-loads [Cloudflare Argo]4, improving Core Web Vitals signals Google was newly weighting 3. The pages were faster from the locations Google’s crawlers happen to live in.

Lessons

  • Multi-location SEO is two ranking systems running in parallel. Map Pack (per-GBP) and local organic (per-page-on-the-domain) move on different signals [Sterling Sky / Joy Hawkins]5.
  • Schema correctly applied is force-multiplier infrastructure. Six years of pages with proper LocalBusiness + Service schema let the brand surface in dozens of intent classes.
  • Performance optimization for SEO is about Google’s crawlers’ experience [Cloudflare Argo]4.

Sources

Engagement closed Nov 2025. Domain has since been migrated and rebranded — case-study data reflects the engagement-period state.

  1. Wealth Professional Canada. Top 50 Advisors, 2024 edition. Rankings verified against published list during the engagement period. ↩︎

  2. SEMrush. Keyword visibility and URL ranking data exported from TWAG domain tracking, November 2019–November 2025. 104% keyword lift figure verified from SEMrush Landscape report. ↩︎ ↩︎ ↩︎

  3. Google Search Central. Mobile-First Indexing Best Practices and Core Web Vitals. developers.google.com. ↩︎ ↩︎

  4. Cloudflare. Argo Smart Routing. cloudflare.com/products/argo-smart-routing. Routes traffic through Cloudflare’s optimized network paths to reduce latency and TTFB. ↩︎ ↩︎ ↩︎

  5. Sterling Sky; Joy Hawkins. Multi-Location Local SEO Methodology. sterlingsky.ca. Framework distinguishing Map Pack signals (GBP-driven) from local organic signals (on-page and domain-level). ↩︎