In this case study, we’ll walk you through each stage of how we assisted a pool and spa firm in the Midwest grow the number of monthly visitors to their website from 400 to 45,000.
To put them ahead of the competition, our agency deployed cutting-edge SEO tactics. To find out what we did for this expanding pool and spa retailer, keep reading.
Background
At the end of June 2019, a pool and spa company contacted us with a request to increase their web presence. They operate a single showroom in the Midwest and are a leading pool and spa supplier.
However, the company’s website also assists in educating and informing clients across the entire nation.
In order to boost the sales of spas, above-ground pools, saunas, endless pool exercise systems, and inground pools, they wanted us to use targeted keywords and high-quality content. We advised them to sign up for our managed SEO program.
The SEO Audit
We always conduct a thorough website audit as soon as a new client joins us so that we are aware of the situation.
The pool and spa business initially enrolled in our managed service in June 2019, when their organic traffic was roughly 400 visitors per month and they were ranked for just over 2,000 keywords. This was a decent beginning, but it was obvious that additional SEO work was required.
“Easy Win” Keywords Analysis
After conducting a website evaluation for a client, we may start assisting with their SEO right away by focusing on “easy win” keywords.
These are terms for which the client currently holds SERP positions 4 through 30. By creating more content and links around these keywords, which Google already likes and recognizes, we can raise their rankings.
We discovered that the pool and spa company was already ranked for over 1,200 of these “easy win” keywords, ranging from “sauna fitness” on the opposite end of the spectrum to “resin vs steel above ground pools” in a more competitive position.
The fact that so many of them had low keyword difficulty or KD rankings was even more promising. This tells us how difficult it would be for the keyword to rank in the top 10 of search results.
Competitive Gap Analysis
Before rolling out our customized SEO plan, we must also be aware of what online activities other websites are engaging in. These are regional and national online stores that sell saunas or pools.
A competitive gap analysis is utilized to find new opportunities using keywords that are pertinent to the company of our client rather than making an apples-to-apples comparison of the keywords that are currently being used. For instance, this specific client and its biggest internet rival shared 1,000 keywords. However, their rival was rated for 3,000 more distinct terms.
We looked over this lengthy list to discover fresh keywords we might use in our campaign. Writing blog entries with that subject and keyword as a focus is one approach to do this.
SEO Strategy & Execution
With the pool and spa business, our goal was to start utilizing more highly effective organic keywords, such as “above ground pool” and “infrared vs. regular sauna.” Due to their intense competition, we were aware that this would be challenging, but we were optimistic that our efforts would ultimately be successful.
Here are other services we provided:
- Link building
- Guest posts
- Blogs
Through our efforts, their website received in-content links back. One of the most effective strategies to improve your SEO is through backlinks. Domain Authority (DA) values range from 0 to 100. The more significant the number, the more reliable the website.
Additionally, blogs helped websites rank for new keywords while also delivering high-quality material to their users. “Dive Into This Above Ground Pool Guide” was the title of their most read blog post. It generated a ton of organic traffic and included all of the above ground pool options that were available to clients.
Campaign Results
We began working with the pool and spa company in 2019, and we experienced consistent growth. But it didn’t really take off until September 2020 for their traffic to really take off.
As you can see in the graph below, their organic traffic tripled in September 2020 and grew throughout the following year. Currently, 45,000 people visit them each month.
The pool and spa business asked for more ranking keywords when we first started working together. The graph below shows how their organic keyword volume increased over the course of 2020.
The majority of the gains were regarded as “easy wins,” although there are now 360 ranked keywords in positions No. 1-3, up from about 230 in September.
Of course, the worth of an organization’s organic traffic ranks among the most fascinating indicators. To acquire the same exposure, they would need to spend this much on sponsored advertising.
From September 2020 to today, their traffic value increased from $7,000 to $73,000.
What followed was evidence that our tactics had succeeded with them. The business contacted us and complained that they were getting too many calls and leads from all over the nation! Talk about some good issues!
We assisted them in setting up agreements with other national businesses so they could sell leads or receive referral fees despite the fact that their phone lines were overloaded. Whatever transpires along the way, we make every effort to make it work for our clients.
Takeaway
The success this pool and spa firm had with us can be attributed to a number of factors. This gave us the opportunity to modify their effective SEO campaign.
The other factors contributing to their amazing growth were patience and perseverance. It takes time to build up ranked keywords, links, and new material. There is no set timeline for when SEO efforts will start to show results. Each client receives a different SEO plan from us.
We advise clients that it might take three to six months to witness the results of our efforts, but it might take longer for some clients. The idea is that in order to avoid missing out on the significant reward, you must be persistent and patient.
Do you want to know more about how we can assist you in boosting website traffic? Call one of our specialists in digital marketing right away!