Без Б »
Digital marketing for home services in the pool building niche has its own unique characteristics, primarily related to the fact that this niche is both high-margin and highly competitive. This must be taken into account when working in the following niches: pool building, pool remodeling, pool resurfacing, pool repair. This case study describes the promotion strategy used in the niches listed above, which made it possible to reach the top of the organic search results in that location within three months. Not bad, right?
How to Rank a Pool Construction Company in the USA Top 3 in 3 Months
About the Project
Sakko Pool LLC is a company specializing in pool construction and repair (pool remodeling, pool building, pool repair) in the city of Wellington, FL, and is also the official representative of the well-known European brand CEFIL, offering pool liners both for sale and for installation. Initially, they came to us for Google Maps promotion services. But after our meeting, we identified two priority directions: regional promotion (liner sales) and local promotion (pool construction, restoration, and repair).
As a result, when developing the website structure, we were required to account for both of these points. Below, the website structure that works for promoting a website in the USA in this niche will be shown.
Initial Data
At the end of August 2024, a project was taken into work that had:
- a GBP profile without correct settings
- a website in the form of a landing page with no traffic and no structure
Objectives
They were divided into two promotion tracks:
Local SEO Objectives
- rank the pool construction company in Wellington, Florida in the TOP 3
SEO Objectives
- increase the company’s visibility for liner sales in the USA
Website Creation
We started with developing a multi-page website. The order of work was as follows:
First Stage
- Conducted several detailed briefing sessions with the client to gather additional information about their services
- Simultaneously conducted a niche and competitor analysis
Second Stage
- Collected semantics in Serpstat, compiled a semantic core
- Created the initial website structure. Used a silo structure as the foundation. Hubs: services, locations, liner colors, collections, as well as hubs for topical articles on both pool repair and liners
Notable specifics:
Locally, the decision was made to focus on the keywords pool remodeling, pool repair, and pool resurfacing + toponym, Wellington. The homepage is also optimized for the local promotion of the pool construction company. 16 pages were created for locations near Wellington, with the goal of capturing traffic from areas where SAKKO POOL has the ability to provide services. The pages target the queries Pool construction, Remodeling + location (toponym by service). In total, we ended up with 21 traffic-driving pages (homepage, locations — 16 pages, services — 4 pages).
For regional promotion, we focused on the queries: pool liner, pool liner colors, pool liner + color. In total, we ended up with more than 50 traffic-driving pages.
- Distributed query clusters across pages
- Developed the structure of page groups and their content
- All information from the liner catalog (it was in PDF format) was displayed on the pages of 6 collections, and 51 color pages were created
Third Stage
- CMS selection: we went with WordPress, as the greatest number of themes and plugins have been developed for this platform, and there is also the ability to flexibly modify the code
- Theme selection turned out to be a non-trivial task, due to the fact that the client had no visual content. Therefore, we chose a theme with integrated visuals of acceptable quality
- Developed page designs
- Completed the layout
- Implemented a tagging system for liner colors and textures
All of this work was completed within 2 months. By the end of September, the website was uploaded to hosting.
Promotion
A few days after the website was published, the web resource was already starting to receive clicks. Active growth in impressions was also visible.
GBP Profile Optimization
Stages of work:
- Conducted a competitor audit in local search
- Optimized the profile (additional categories, company information, completeness of relevant fields)
- Connected the website to the profile
- Started posting to directories using the Serpstat Local SEO tool
Regional Promotion
- Creating and publishing new pages
Analysis of low-frequency queries and questions related to liners made it possible to compile a list of necessary article topics. We started publishing one article per week, using them as content angles for promotion.
- Posting to GBP and local directories
The Serpstat Local SEO tool was used for publishing posts. Posts were published once a week, synchronized with the release of new content on the website.
- Blog creation
As another hub for regional promotion, after accumulating a sufficient number of articles on the website, a block of articles about liners was created on the main promoted page.
Local Promotion
We carried out the same actions for local promotion as well. The difference was that articles for local and regional promotion were displayed on separate pages, forming the most relevant topical blocks for each of the promoted pages.
Articles for local promotion are located on the homepage — we add all articles related to pool construction and repair to this section. The topical block on liners is displayed on the corresponding page (pool liner) and does not intersect with other articles. It is semantically isolated to generate the maximum amount of weight on the hub’s main page.
Results
Website Growth
In the most recent period (February 2025), the website experienced a massive spike in impressions — and not by accident. The homepage and location pages were optimized and re-indexed. The growth point that was activated: redistribution of weight from the homepage to the location pages.
In the local organic search results, we achieved the TOP rankings for the following primary keywords:
pool resurfacing Wellington
pool remodeling Wellington
In addition, 15 liner colors were ranked in the TOP, which was exactly the intent in the promotion strategy (among them: purple pool liners, sand pool liner, onyx pool liner, flagstone pool liner, deep blue pool liners, obsidian pool liner, blue lapis pool liner, flagstone gray pool liner, dark gray pool liner, sapphire pool liner, brown pool liners, grey mosaic pool liner, dark pool liners, dark blue pool liner, dark grey pool liner), for example:
pool liner obsidian
Location Growth
We launched the updated profile at the end of September. The profile’s growth dynamics are clearly visible in the infographic below:
September
January
Calls – September
Calls – January
Conclusions
- In 3 months of work, we were able to grow the GBP location to the point where, for queries related to pool construction in Wellington, the location entered the Local 3-Pack
- Our local promotion strategy delivered tangible results within a relatively short timeframe — 3 months to reach the top of the local search results
- This case study is a clear demonstration that in a highly competitive and high-margin niche, money alone does not decide the outcome. You cannot do without money — but money alone does not make the result
- Rapid organic traffic growth for a website from 0 to 1,000 visits per month is achievable in this niche with regular and systematic work on the project
- The cost of promotion services for this project is approximately $900 per month
Have a similar project and want to start getting clients? Reach out — we will help: