We made Thor easier to understand, find and evaluate
Today’s work was about connecting things that had been built in separate steps: Thor’s commercial proposition, its real-estate benchmark, the way Google can discover the site, and the record of what we are learning.
The public site is in Norwegian. This note is in English because it sits within the English-language field notes on arvidlyngnes.no.
Start with the commercial problem
The homepage on masproject.eu now asks: “Du trenger tre nye prosjekt eller oppdrag. Hvor kommer de fra?” In English: *You need three new projects or assignments. Where do they come from?*
This replaces a broad statement about turning property expertise into commercial growth. The new question is more immediate. A business owner can recognize the problem before understanding a method or a product: the company needs another project, mandate, lease, tenant or customer relationship. The next question is where to look and why that buyer should choose this business.
The wording is intended to work across property roles. A developer may be looking for land, partners, tenants or a viable project. A contractor may need to decide which projects or commissioning clients fit its delivery strengths. A broker may want new mandates. A landlord may need to fill space. A manager may need to connect an owner’s portfolio needs with the right services. The underlying commercial challenge is shared, while the buyers and buying situations are not.
That distinction matters to Thor. The service should help different property businesses make specific choices about where they can win, instead of treating “real estate” as one uniform market.
Give the Real Estate Benchmark its own place
The Real Estate Benchmark now has a dedicated page on masproject.eu and its own tab in the navigation. The homepage and the service page link to it where the benchmark is described. The links take visitors to the public service at realestate.lfcgbenchmark.no/no.
The new page explains the benchmark in relation to Thor’s work: it offers a property-specific comparison and analysis layer, while Thor connects a company’s position to account priorities and practical next steps. This gives the benchmark a clear place in the service journey and makes it easier for a visitor to understand what it is for.
The real-estate commercialization analysis and report materials have also been adapted for property businesses. The work includes Right to Win priorities, account briefs and ABM playbooks, with relevant public tenders included where suitable information is available. The public site now connects these pieces rather than referring to the benchmark only as something being developed.
Make the current website easier for Google to read
The immediate trigger for the technical work was a search result that still associated masproject.eu with an earlier Entriva project. When we checked the live site, the homepage already returned Thor’s current page title, description and headline. The site files did not include a sitemap or robots.txt, both public URLs returned 404, and the pages had no canonical addresses.
We published a sitemap with 13 public page URLs, added a robots.txt file that points to the sitemap, and added canonical addresses to the HTML pages. The homepage at the root and the duplicate /no/ homepage now point to the same preferred URL. The dedicated benchmark page is included in the sitemap.
After publishing, we fetched the live files again. Both /sitemap.xml and /robots.txt returned successfully, and the sitemap contained the benchmark page along with the other public routes. This is a concrete improvement to the information the site provides to crawlers. It does not tell us exactly why the old search result appeared, and it does not mean Google has already replaced it.
The remaining Search Console step is still open. The sitemap is live, but the first submission attempt produced an “invalid sitemap address” message. We have not yet confirmed whether Search Console had the wrong property selected or whether the address was entered in the wrong format. Until that is resolved and Google recrawls the page, an older search result may remain visible.
Connect the work on arvidlyngnes.no
Thor now has a page under Questions I’m working on now. It asks whether one commercialization method can help different types of real-estate businesses identify projects and assignments they are best placed to win. That page records the open question and the work that still needs evidence.
Thor also has an entry under Built. It describes the service that now exists: the Norwegian website, the property-specific benchmark, the adapted analysis and report materials, Right to Win priorities, account briefs, ABM playbooks and activation planning. The page also draws a line between having these things in place and proving that they improve commercial outcomes.
I connected the question, the Built entry and this field note to the same Thor project. The resulting project page brings them together. The three pages serve different purposes: the question page shows what remains to be learned, Built records what is usable, and the field note records what changed today and why.
What changed
Thor had a public site and a real-estate service behind it. Today, we made the route between them more explicit. The homepage starts with a concrete commercial problem. A visitor can find the property-specific benchmark from a dedicated page and a visible navigation tab. Google can now fetch a sitemap and robots.txt, and the pages identify their preferred URLs. The same work is documented on arvidlyngnes.no as a question, a built service and a dated field note.
The change is therefore not only a new headline or another navigation link. Thor’s proposition, benchmark and public work record now point to the same real-estate commercialization system.
What I think matters
People need to understand the commercial problem before they can judge whether an analysis or benchmark is relevant to them. “Where do our next projects or assignments come from?” gives a developer, contractor, broker, landlord or property manager a practical place to start. The benchmark then has a visible role in answering that question, rather than appearing as a separate tool with no connection to the service.
There is also value in describing the project in three distinct states. A working question makes the uncertainty visible. A Built page shows what has been made available. A field note explains the decisions and the evidence behind the change. That structure helps us communicate progress without presenting a live site as proof of commercial impact.
The search work matters for a related reason: correct public content is useful only if search engines can find and interpret it. We have made that path clearer, but the index itself still needs to catch up.
What remains uncertain
Google has not yet confirmed the sitemap submission in Search Console. The property selection or URL format still needs to be checked, and we do not know when the old Entriva-related result will be replaced. We have improved the site’s crawl signals; we have not verified the timing or outcome of Google’s next index update.
We also have not demonstrated that Thor’s analysis, benchmark or activation plans help a business win more projects, assignments, tenants or mandates. That requires work with more property businesses and evidence from their decisions and outcomes over time.
Finally, the property sector contains different buying situations. We still need to learn how well a shared method can support developers, owners, managers, contractors, landlords, brokers and builders without hiding the differences that determine who buys, what they need and how a provider gets chosen.