Over a 6-month period, I worked with SupremeBath, a tile reglazing and refinishing specialist, to enhance their organic search performance and engagement metrics through a focused SEO strategy. The campaign achieved a 27.8% increase in organic traffic, improved keyword rankings, and stronger user engagement. This case study details the steps taken to accomplish these results, along with improvements in content strategy, keyword targeting, and backlink acquisition.

Initial Situation and Challenges

SupremeBath, although established in the tile reglazing industry, faced significant challenges in ranking for competitive local keywords such as “bathtub refinishing NJ” and “tile reglazing services.” Their previous SEO efforts had not addressed critical technical issues or content gaps, leading to low engagement and stagnant growth in organic search traffic.

The primary goals were to improve keyword rankings, attract more organic traffic, and enhance engagement metrics to convert more visitors into leads.

Strategy and Implementation

SEO and Keyword Optimization

A comprehensive keyword analysis was conducted, focusing on local high-intent search terms relevant to SupremeBath’s core services.

Keyword Targeting

We prioritized keywords like “bathtub reglazing NJ,” “tile reglazing near me,” and “bathtub refinishing New Jersey,” incorporating them naturally into the site’s content to drive more targeted traffic.

Content Optimization

Meta titles, descriptions, and headers were updated across key pages to improve click-through rates (CTRs) and relevance. We also expanded the content on critical service pages to answer user queries and improve the chances of ranking for long-tail keywords.

Technical SEO

We addressed technical issues on the website, improving crawlability, site speed, and mobile responsiveness to ensure that search engines could better index the site and deliver a seamless user experience.

User Engagement and Content Strategy

Beyond driving traffic, it was important to improve user engagement metrics and keep users on the site longer to boost conversions.

On-Page Optimization

The user experience was improved by simplifying navigation and including clear, compelling calls to action such as “Request a Quote” and “Contact Us.” These changes encouraged users to engage with the site more deeply and convert more often.

Content Expansion

We expanded SupremeBath’s service descriptions to provide more in-depth explanations of their offerings, such as tile repair, non-slip surface application, and bathtub reglazing, making the site more informative and valuable to visitors.

Backlink Acquisition

High-quality backlinks from industry-relevant websites were secured to build the site’s authority and improve its rankings for competitive keywords.

Results Over 6 Months

Increased Organic Search Traffic by 27.8%

The combination of targeted keyword optimization, content strategy improvements, and technical SEO resulted in a 27.8% increase in organic search traffic. This growth was driven by higher rankings for important keywords and improved visibility in local searches.

Keyword Growth

SupremeBath saw an increase in the number of keywords it ranked for, with over 1.4K keywords driving organic traffic, compared to 586 keywords at the start of the campaign.

Improved Ranking Positions

Significant improvements were seen for competitive keywords like “bathtub refinishing NJ,” which moved from beyond the top 100 to positions 30-40 on Google.

Enhanced User Engagement Metrics

User engagement metrics showed substantial improvements, reflecting the effectiveness of the SEO and user experience enhancements.

Organic Search Engagement Rate

Increased by 0.87%, indicating that users from organic search were interacting more with the website’s content.

Average Engagement Time

Users spent an average of 9 seconds longer on the site, suggesting that they found the content more engaging and valuable.

Engaged Sessions Per User

Improved by 0.01, showing that visitors were more likely to interact with multiple pages and explore the site in depth.

Improved Backlink Profile and Domain Authority

Our backlink strategy led to a stronger domain authority and more referral traffic.

Backlink Growth

The number of backlinks to SupremeBath’s website grew by 70 during the campaign, boosting the site’s authority and helping to improve rankings for key service-related terms.

Increased Referral Traffic

As a result of the backlink-building campaign, referral traffic grew by 4%, contributing to overall traffic and engagement growth.

Paid Search Integration Results

In addition to the SEO improvements, we ran a small paid search campaign to drive further visibility and test conversion rates.

Conversions

The paid search campaign, with a budget of $275, led to 3 conversions at a cost per conversion of $86. This small-scale paid campaign provided additional traffic and valuable insights into paid search opportunities.

Conclusion

In just 6 months, SupremeBath saw significant improvements in organic search performance and user engagement, including a 27.8% increase in organic traffic. Keyword rankings improved substantially, helping SupremeBath secure more visibility in a competitive market. Additionally, user engagement metrics such as engagement time and interactions also increased, indicating that the content and user experience enhancements were successful in retaining visitors.

This case study highlights how combining targeted SEO, content strategy, and technical optimization can lead to measurable growth in both organic traffic and user engagement, ultimately setting SupremeBath up for continued success in the tile reglazing industry.