By Amanda Leon, founder of OilMoney.io. Houston-raised, came up in the Houston marketing team of Vallourec, and has run Unrth, a brand and growth studio for oil and gas and industrial companies, since 2017, with her boots on client locations in Midland and Odessa. Last reviewed October 29, 2026.
Hondo Resources is a Midland water company. Its own site lists water transfer, water treatment, secondary containment, pit lining, drive-over containments, and HDPE poly pipe. In the summer of 2025, its pages sat on page four of Google on average. By the spring of 2026 they sat on page one. Here is what moved, what didn't, and what it means for anyone who sells into the patch, all from Hondo's Google Search Console.
On Location in Midland
One of the clients I visit in Midland is Hondo Resources, a water transfer company whose clients include some of the biggest names in oil and gas. I'm there in my white hard hat, my safety glasses, and my yellow gas monitor clipped to my chest, because that's the proper way to wear it, not on your helmet. I get to talk to the men and women who have their hands on the equipment and their hands in the mud, living it day to day, and honestly, that's where the best innovation happens. You find the best ideas from people who aren't in the office.
That's also where the best search pages come from. A page that answers what a water manager actually asks, in the words people on location use, is a page Google can match to a real search.
Where Hondo Started: Page Four
Search Console averages a site's position across every search it shows up for. Here is Hondo's, quarter by quarter:
June to July 2025: average position 31.2, with 62,400 impressions. Page four.
August to October 2025: 22.3, with 103,000 impressions.
November 2025 to January 2026: 11, with 146,000 impressions.
February to April 2026: 8.9, with 216,000 impressions. Page one.
May to July 2026: 11.8, with 143,000 impressions.
August to October 2026: 12.6, with 107,000 impressions.
Across the 16 months Search Console keeps, through late October 2026, Hondo's site earned 8,760 clicks from 768,000 impressions at an average position of 13.3.
What Moved: Pages That Answer Basin Questions
Unrth, OilMoney's sister shop, did the work on basin-specific, data-grounded pages. The pages doing the heavy lifting are the ones that answer a working question with Permian specifics:
A guide on produced water treatment cost versus freshwater: 110,867 impressions and 205 clicks at an average position of 6.4.
A guide on secondary containment regulations: 51,877 impressions.
A guide on Permian Basin produced water: 40,010 impressions and 184 clicks.
The Midland water transfer page: 22,222 impressions and 216 clicks.
Local searches landed too. "Water transfer midland tx" sits at an average position of 3.9, "water transfer companies in west texas" at 3.9, "permian basin water management" at 4.7, and "permian basin water transfer services" at 6.9.
The Honest Part: The Clicks Follow the Name
Search Console shows the searches behind part of those impressions; it hides the rest for privacy. In the part it shows, 36 searches that include Hondo's name brought 3,544 clicks. The other 964 searches brought 277,611 impressions but only 365 clicks.
So the guides put Hondo's name in front of a lot of people researching produced water and containment. The calls and clicks come from people who already know the name and search for it. Being seen while someone is researching is how the name gets known. Being known is what gets the click.
We won't hide the dip either. Average position went from 8.9 in the spring of 2026 to 12.6 by the fall, and impressions came down with it. Search moves. Pages need refreshing, and the field keeps changing.
What This Means If You Sell Into the Patch
Hondo's numbers tell the same story as everything else on this site. The engineer researching produced water cost doesn't call the first page he reads. He calls the name he already trusts. Your name works the same way on LinkedIn: the posts get you seen while a buyer is figuring out a problem, and the call comes once your name is the one he remembers. If you sell water, the playbook for getting known by the teams who buy capacity is in selling water to oil companies, and the basin picture is in Permian produced water for water BD.
What We Won't Claim
We don't have a revenue number for you. Hondo doesn't share sales figures, and nobody should trust a case study that guesses at them. What we can show is where the name showed up, and how often people went looking for it. We name Hondo's company with its permission. We never name Hondo's clients or its people.
The same crew runs LinkedIn for GMI Group, the company page that went from its first post in January 2025 to 73,201 impressions and 1,420 reactions by the end of April 2026. More on both is on our proof page.
Get Your Bison Walk-Around
If a buyer searched your name tonight, find out what he'd see. Send us your LinkedIn. We'll send back the Bison Walk-Around: five minutes of plain English on what's costing you callbacks and what we'd build. No call. No invoice. We give first. Get your Bison Walk-Around.
Sources and As-Of Dates
Google Search Console for hondotx.com, Performance on Search results, web: quarterly position and impressions read October 20, 2026; 16-month totals, top searches, and top pages read October 29, 2026.
Hondo Resources, Services, checked October 29, 2026: the services listed.
The Warm Walk-In™ is an original method created by Amanda Leon and owned by The Valours Creative Innovation LLC.
