The short answer: Hondo Resources, an oilfield water transfer company in Midland, Texas, went from an average Google position of 31 (page four) to 8.9 (page one) in under a year after Unrth took over its website and search in mid-2025. Over the same stretch, its search impressions more than doubled, from about 31,000 a month to about 72,000 a month, and it reached page one for Midland and West Texas water transfer searches.
Oilfield service companies tend to treat their website as a brochure. Hondo Resources' site now works like a salesperson around the clock, and the numbers show what that looks like.
Where Hondo Resources started
Hondo provides water transfer and oilfield water services in the Permian Basin. The people who hire them are operators and completions teams, and those people search for exactly what they need. In June and July 2025, Hondo's pages showed up in Google at an average position of 31.2. That's page four, where almost nobody looks.
What we changed
Search is neuroscience in plain sight: every query is a question someone's brain is already asking. The job is to be the clearest answer. So we built Hondo's site around the questions Permian operators actually search, and kept publishing on a schedule, with content that answers specific questions instead of repeating generic claims.
No one else touched Hondo's website or search during this period, so the change in the numbers below is the result of that work.
The results
From Google Search Console, average position by period:
June to July 2025: 31.2 (page four)
August to October 2025: 22.3
November 2025 to January 2026: 11
February to April 2026: 8.9 (page one)
Impressions, how often Hondo appeared in Google results, grew from 62,400 over June and July 2025 (about 31,000 a month) to 216,000 over February through April 2026 (about 72,000 a month). And Hondo reached page one for Midland and West Texas water transfer searches, the searches that turn into work.
What oilfield service companies can take from this
Your buyer is searching. Operators look up services, locations, and costs before they call. If you're not on page one, you're not in the conversation.
Answer the question, not the keyword. Pages that answer what an operator actually needs to know outperform pages stuffed with "best water transfer company."
Location matters. Service businesses win searches tied to where they work.
Give it time. Search moves in quarters, not days. Hondo's climb from page four to page one took about nine months of steady work.
This is the Unrth Method™ applied to search: research what buyers ask, form a hypothesis about why they can't find you, run the experiment long enough to measure, and keep going. For a company with a very different kind of growth, see how GMI Group built its LinkedIn from zero.
Oilfield or industrial company stuck on page four? That's an Unrth project. Start at unrth.com.
