Beartooth Labs
Services · Improve
Search and discoverability.
Finding the specific technical reasons an aviation website isn't being found, understood, or recommended — and fixing them in the order that matters.
Diagnosis first
"We're not showing up on Google" is five different problems.
They have different causes and different fixes, and buying the wrong one is how businesses waste money on search. The first job is working out which one is actually yours.
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01
The page isn't indexed
Google can't rank a page it hasn't stored. A stray
noindextag, a blocked path in robots.txt, a canonical pointing somewhere else, content that only appears after JavaScript runs, or a site that was never submitted at all. This is the first thing we check, because nothing else matters until it's resolved. -
02
The site doesn't clearly say what you do
A page headed "Welcome" that never states you're a Part 141 flight school in a named town gives search engines nothing to match against. Aviation sites are especially prone to this: they assume the reader already knows the field, the aircraft types, and the service area.
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03
Your business information is inconsistent
Different business names, addresses, or phone numbers across your site, your Google Business Profile, and aviation directories. Every inconsistency weakens the confidence any system has that these are all the same business.
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04
Competitors have genuinely stronger signals
Sometimes the site is fine and someone else is simply better established — more useful content, more relevant pages, more credible references. That's a content and positioning problem, not a technical one, and pretending otherwise wastes your budget.
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05
The site is too slow or broken to compete
Heavy pages, shifting layouts, broken mobile navigation, and errors that only appear on real devices. This costs you customers directly, before it ever costs you a ranking.
The work
What we actually do
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Technical SEO
Crawlability, indexing, canonicals, redirects, sitemaps, robots directives, heading structure, internal linking, and the render path. The foundation everything else sits on.
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Local search
For businesses tied to a field or region: Google Business Profile accuracy, consistent business information, location and service-area clarity on the site, and pages that actually name the airports and areas you serve.
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Structured data
Accurate markup describing your organization, services, location, and content — matching what a visitor can see on the page. We don't mark up things that aren't there.
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Entity clarity
Making it unambiguous who you are, what you do, where you operate, and how you relate to other organizations — so search engines and AI systems stop guessing or conflating you with someone else.
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Content structure
Organizing what you already know into pages that answer the questions customers ask, with headings that reflect real questions rather than marketing slogans.
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Core Web Vitals and performance
Measuring against real-device data, then reducing payload, fixing layout shift, and improving load time — usually by removing things rather than adding them.
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Accessibility
WCAG 2.2 AA work: keyboard operation, focus states, contrast, form labels and error handling, and correct semantics. It's the right thing to do, and it happens to make a site easier for machines to read too.
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Conversion improvements
Being found is only half of it. Clearer calls to action, simpler forms, and removing the friction between a visitor arriving and a visitor contacting you.
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Analytics and conversion tracking
A clean measurement setup that records the interactions that matter — form submissions confirmed as successful, email and phone taps — instead of a tangle of overlapping tags nobody trusts.
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Technical audits and troubleshooting
Investigating a specific problem: a page that dropped out of the index, a migration that lost traffic, a Search Console error, or a site that's ranking for the wrong thing entirely.
About AI search
People genuinely do research this way now. An owner asking which shops near an airport work on their aircraft type, or a student asking how to compare flight schools, may get an answer from an AI assistant before they ever see a list of links.
The useful thing to understand is that the fundamentals are shared. A site that a search engine can crawl, parse, and interpret confidently is also a site an AI system can read correctly. Crawlable server-rendered content, unambiguous statements of what the business is and does, accurate structured data, consistent information across the web, and genuinely useful pages are what make a business legible to any machine reading it.
What we won't claim
We won't tell you that a schema block guarantees a place in Google's AI Overviews, that any file or tag makes ChatGPT recommend you, or that we can promise a ranking position. Nobody outside those companies controls those systems, and the honest answer is that their behavior is neither public nor stable.
What we will do is the work that demonstrably helps a site be found and understood, measure what can be measured, and be clear about which is which. Treat anyone guaranteeing an AI mention the same way you'd treat a mechanic guaranteeing weather.
Related
Where to go next
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Aviation Website & Search Review
If you're not sure what's wrong, start with a paid review: prioritized findings and a recommended order of work, yours to act on however you like.
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Websites and web development
Sometimes the honest answer is that the existing site can't be fixed economically and should be rebuilt. We'll tell you if that's the case.
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Insights
Plain-language explanations of indexing, structured data, reviews, page speed, and how AI systems read a business.
Start a project
Not showing up the way you should?
Send us the site and what you'd expect to rank for. We'll tell you what we find and whether it's worth fixing.