It was fighting every pool builder for generic searches, when it should have owned the searches only a rock specialist can answer.
The Challenge
A specialist in artificial rock pools, waterfalls and slides competed against general pool builders for searches only it could answer well. With an average position of 34 and a 1.1% click-through rate, the site turned 67.9K impressions into 781 clicks in six months.
The Results
Organic clicks
3.44K
+340% from 781
Impressions
145K
+114% from 67.9K
Click-through rate
2.4%
+118% from 1.1%
Average position
25.7
8.3 places higher from 34
How We Did It, Service by Service
SEO
Owning a niche nobody else covered
Separate pages for rock waterfalls, slides, grottos and rock repair targeted searches general pool builders had no page for. Clicks rose from 781 to 3.44K.
Website
A feature page for every build
Each feature page walked through the work in trade detail, with a quote request beside it, turning a brochure site into a set of pages that each answer one buyer's question.
Design
Showing the craft
Rock work sells on how real it looks. Large, fast-loading project galleries on each feature page let buyers judge the finish for themselves, and click-through rate more than doubled from 1.1% to 2.4%.
What We Delivered
- Feature pages for rock waterfalls, slides and grottos
- Rock repair and pool restoration pages
- Snippet rewrites across priority pages
Every Number, With Its Source
| Metric | Result | Period | Source |
|---|---|---|---|
| Organic clicks (781 to 3.44K) | +340% | Mar to Sep 2024 | Google Search Console |
| Search impressions (67.9K to 145K) | +114% | Mar to Sep 2024 | Google Search Console |
| Click-through rate | 1.1% → 2.4% | Mar to Sep 2024 | Google Search Console |