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Waterworks Pools & Spas
Client: Waterworks Pools & Spas
Project: Monthly SEO Package
Scope: SEO auditing, technical optimization, content strategy, and ongoing monthly maintenance.
Duration: 6 months
How Cyber PR Army Grew Organic Visibility for a Well-Established Local Business Through Strategic SEO
This project started with a comprehensive Online Presence Review covering aesthetics, user experience, social media efficacy, and a deep dive into technical SEO. From there, we developed and executed an ongoing monthly SEO strategy built on:
Technical SEO clean-up
Content strategy & blogging
Keyword research & tracking
Competitor analysis
Ongoing optimization
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.
The Scope
Our SEO work for Waterworks Pools & Spas covered two distinct phases: an initial audit and clean-up, followed by ongoing monthly optimization and content development.
| Phase | What's Included |
|---|---|
| Online Presence Review | Full website audit covering aesthetics, UX, social media, and technical SEO |
| Technical SEO | Broken link fixes, meta descriptions, title tags, alt text, site structure |
| User Experience | UX enhancements to increase time on site and reduce bounce rate |
| Content Strategy | Two SEO-rich blogs per month targeting user intent |
| Keyword Research | Long and short-tail keyword identification and tracking |
| Competitor Analysis | Keyword gap analysis and opportunity identification |
| Trend Monitoring | Industry-specific and societal trends for timely and evergreen content |
| Ongoing Optimization | Monthly tracking, technical adjustments, and core site content development |
Our Monthly SEO Solution
With the initial elements adjusted, we moved into ongoing monthly SEO, built around two SEO-rich blogs per month and continuous optimization.
Content Development
Each blog was carefully crafted to serve a specific purpose:
- Information-giving content: Educating potential customers and building trust
- Question-addressing content: Targeting the exact queries people type into Google
- Sales-focused content: Guiding readers toward products and services
Keyword Strategy
We incorporated both long and short-tail keywords, analyzed competitors to discover keyword gaps, and assessed whether those gaps were worth pursuing for the business.
Trend Tracking
We monitored industry-specific trends (seasonal pool and spa topics) alongside more generalized societal trends to ensure a healthy mix of:
- Evergreen content: Performs consistently over time
- Timely content: Captures search interest around current topics and seasons
Ongoing Technical Maintenance
Beyond content, we continued to amend terms and adjust technical elements as needed, developing core site content alongside the monthly blogs. This ongoing tracking and adjustment allows keywords to be increased intentionally, rather than being at the mercy of the algorithm.
The Results
SEO is best accomplished through a combination of SEO auditing and clean-up followed up by maintenance and content development. The addition of fresh content twice a month, written with user intent in mind, produced powerful results on the keywords the business was ranking for.
Keyword Growth
| Insight | Detail |
|---|---|
| Overall trend | Strong upward trajectory in keywords ranked |
| Content impact | Two monthly blogs drove consistent keyword growth |
| Local focus | Shift from general terms to location-specific terms |
| Sustainability | Growth built on clean techniques with lasting results |
While not every month saw a rise in keywords (this is unsustainable and not realistic), the overall trend was strongly upward. Even the dips were favourable, representing a strategic shift from ranking for general terms to more location-specific terms.
This is an important distinction for brick-and-mortar businesses: there is no point in ranking highly to those across the globe if you can’t service them. Ranking locally, for the right terms, to the right people, is what drives real customers through the door.
What Made This Work
Our SEO work with Waterworks succeeded because of three key principles:
Foundations First
Technical SEO was addressed before content strategy began. Without a clean, well-structured site, even great content underperforms.
Consistency Over Time
SEO isn’t a one-time fix. Two blogs per month, ongoing optimization, and regular tracking created compounding results that grew stronger with each passing month.
Intentional Strategy
Every piece of content was written with purpose, targeting specific keywords, addressing real user intent, and supporting business goals. Nothing was published for the sake of publishing.
Our certified SEO specialist has created similar results for businesses across numerous industries using clean techniques that won’t come back to bite you and will create the visibility you need.
Ready to Get Found Online?
Whether you’re starting from scratch or looking to improve an existing online presence, Cyber PR Army’s SEO services are designed to build sustainable visibility that drives real results.
Want to learn more about our SEO approach?
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