Monthly SEO Case Study

This case study showcases our monthly SEO package over the last six months with Waterworks Pools & Spas.

Background Information

Waterworks Pools & Spas is a well-established brick-and-mortar business selling a combination of products and services. They had a strong online presence that was not fully optimized so we recommended a monthly SEO package. The business was looking for enhanced visibility online in order to grow their audience and turn website visitors into customers. With a well-loved business, their main goals were awareness and lead generation, knowing they could turn potential buyers into delighted customers.

Our Initial Approach

We begin every project with an Online Presence Review, which looks at aesthetics, user experience, and social media efficacy, along with a deep dive into SEO. This becomes our initial roadmap for website changes. 

This initial sweep suggested that the technical SEO aspects of the website had solid foundations, but there was (and is always) room to improve.

We:

– Fixed broken links
– Added SEO-rich meta descriptions to all pages that lacked them
– Adjusted title tags to within best practice parameters
– Added descriptive alt text to all images without them
– Enhanced user experience (UX) to increase time on site.

Our Monthly SEO Solution

With the initial elements adjusted, we created two SEO-rich blogs each month, incorporating long and short-tail keywords across information-giving, question-addressing, and sales-focused content. We analyzed competitors to discover keyword gaps and ascertain whether they were worth pursuing. We also tracked trends in industry-specific areas and more generalized trends in society to ensure a good spread of evergreen and more timely content. 

The addition of fresh content twice a month, written with user intent in mind, had very powerful results on keywords the business was ranking for. While not every month saw a rise in keywords (this is unsustainable), we were delighted to see a strong upward trend. Even the dips were favourable, representing a switch from ranking for general terms to more location-specific terms, which is an important element for brick-and-mortar businesses. There is no point in ranking highly to those across the globe if you can’t service them!