Coastal Sports Floors SEO Case Study

Industry: Flooring Industry

Platform:WordPress

Business Type: B2B

Services Provided: SEO

About

Coastal Sports Floors is a California-based flooring services provider for gyms, and the company has a great presence on Google. Some of their newer pages were not getting indexed on Google, and it was causing a lot of issues for them in terms of their visibility on search engines. The organic traffic to the site was also quite low considering the industry reputation of the client and the quality of services they provide.

Challenges

After doing a complete audit of the Coastal Sports Floors website, we were able to learn the reasons behind the indexing issues, and we acted quickly to resolve the problem for our clients. Here are the challenges that we had to overcome:

Indexing Problems: Google was unable to crawl some of the recent pages onCoastal Sports Floors, and those pages were not getting indexed.
Slow Loading Speed: The overall loading speed of the website was quite slow, which was resulting in a high bounce rate.
Lack of On-page Optimization: The existing webpages did not have accurate keyword placement, which is the reason why the overall organic traffic was going down.

Solution

Once we had the SEO problems figured out, our team quickly stepped in to create a customized website optimization plan for Coastal Sports Floors. Here are the things we focused on to generate better results for our client:

Fixed Technical Errors: We found out that search engine crawlers were accidentally blocked from accessing new pages. We updated the robots.txt file to unblock access, which resumed proper crawling and indexing.

On-Page SEO: We optimized the webpages with proper keywords, high-quality content, and proper internal linking to boost the chances of ranking higher on Google.

Mobile Optimization: We also improved the performance of the Coastal Sports Floors website on mobile devices in terms of loading speed as well as the overall navigation experience.
Content Updates: We updated the existing content on the website and also provided fresh content to enhance the discoverability for Coastal Sports Floors on SERPs.

The Results

We executed the SEO campaign for Coastal Sports Floors for 7 months, and we were able to bring the clicks up to 11.21K for our client. The impressions went up to 372K while the average CTR of 3.0% was achieved. The site has an average position of 11.8 and there is a clear trend toward the upside.

An early spike in impressions occurred in late February and early March. This is when the impressions went up from a baseline of roughly 1K to a peak of approximately 12K. After that, they gradually tapered back down to baseline levels through the months of April &May.
Clicks mirrored this early spike. They climbed from almost 0 to a peak of around 175 in the same window.
A more sustained rise began in June in which the impressions climbed from around 2K to a peak of nearly 14K by early July. This time, the impressions stayed at elevated levels rather than fully receding.
Clicks followed the same late-stage trajectory. They grew from roughly 50 to a peak of over 350 by early July.
A 3.0% average CTR and average position of 11.8 reflect solid overall engagement for Coastal Sports Floors.