Pool owners never search for a pool company. They search for this month's job: an opening in spring, cleaning in summer, a closing in autumn.
The Challenge
A three-store pool business serving four New Jersey counties sat at an average position of 36.7, on page four for most of its searches. Pool owners searching for openings, closings, liner replacement and weekly cleaning found competitors first, so 252K impressions produced only 2.29K clicks in six months.
The Results
Organic clicks
11.1K
+385% from 2.29K
Impressions
606K
+140% from 252K
Click-through rate
1.8%
+100% from 0.9%
Average position
15.1
21.6 places higher from 36.7
How We Did It, Service by Service
SEO
Ranking for the pool calendar
We mapped searches to the season: openings in spring, maintenance in summer, closings in autumn. Each service got its own page, so the site ranked for the exact job a pool owner needed that month, lifting average position from 36.7 to 15.1.
Copywriting
Titles that win the click
We rewrote titles and descriptions to name the service and the county. Click-through rate doubled from 0.9% to 1.8%, so the new rankings turned into visits.
Website
Store pages that bring people in
Each store got a location page with its service area, hours and directions, linking into the services that store offers, so local searches landed on the nearest branch.
What We Delivered
- Service pages for openings, closings, liners, renovations and cleaning
- Store and county location pages
- Title and meta rewrites across the site
Every Number, With Its Source
| Metric | Result | Period | Source |
|---|---|---|---|
| Organic clicks (2.29K to 11.1K) | +385% | Mar to Sep 2024 | Google Search Console |
| Search impressions (252K to 606K) | +140% | Mar to Sep 2024 | Google Search Console |
| Average position | 36.7 → 15.1 | Mar to Sep 2024 | Google Search Console |