Mr Pools build top quality pools without compromise for Sydney homeowners. They provide a personalised approach, as the person who sells the pool is also the pool builder – this cuts out the middleman and supervisor and streamlines all communication.
Their value proposition was strong, and the Google Ads campaign we had been running for the past year was performing. The main issue was that their organic visibility in Google was quite lacking and for their target search terms such as custom pools, custom pool company and custom pool builder Sydney they were ranked on the second page or deeper. Rather than ranking for these valuable non-brand keywords, the majority of their top rankings consisted of just their brand name and the content on the website was also quite thin and lacking in substance.
The brief was simple – expand their search visibility, grow their organic traffic and increase their leads.
We started off the project by conducting comprehensive research into the industry and target market and identified high-value keywords that were then implemented into our keyword mapping process. We then analysed the trends of any existing ranking keywords and chose the most effective and correlating high-value keywords and mapped them to Mr Pools’s main pages.
We then audited all of the “SEO basics” – metadata, heading tags, page copy, etc across all the key pages and tasked our copywriter to write additional copy for the key pages based on our proven optimization process – using the main keywords and semantic keywords found in the keyword research and mapping processes. The written copy was then tested against Google’s AI using TF-IDF optimization to ensure that the content would perform contextually well against Google’s signals.
After the onsite and content optimization was complete, we commenced the link acquisition campaign to boost the authority of the Mr Pools domain. Our outreach team focused their initial efforts in building new local directory and citation links which would establish a solid foundation for the domain whilst acquiring authoritative links from high-value, trusted domains from relevant niches.
Results have been great thus far, considering it has been just shy of 2 months into the campaign. Mr Pools is now ranking second for their target keyword – custom pools, with many other keywords trending upwards and contributing to an increase in their overall visibility.
As a result – there was a 100% increase in leads and a 28% increase in conversion rate.
In correlation with this increased visibility in the search results and top three positions for target keywords – many other keywords are continuing to follow the same upwards trend and growth following content and metadata optimisation.
