How Mr Pools doubled leads and hit #2 for custom pools in two months

Mr Pools build top quality pools for Sydney homeowners without compromise, and with a personal touch: the person who sells you the pool is the one who builds it. No middleman, no site supervisor, one line of communication. The Google Ads campaign we'd been running for them for a year was performing.

Organic was another story. For target terms like custom pools, custom pool company and custom pool builder Sydney they sat on the second page or deeper, and most of their top rankings were just their own brand name. The site copy was thin. The brief: expand visibility, grow organic traffic, increase leads.

We began with comprehensive research into the industry and Mr Pools' target market, identifying the high value keywords and running them through our keyword mapping process. Trends in the keywords the site already ranked for told us which terms to prioritise, and each one was mapped to a main page before the writing started.

Just shy of two months into the campaign, Mr Pools ranks second for their target keyword, custom pools, with many other terms trending upwards and lifting overall visibility. The commercial result followed: a 100% increase in leads and a 28% increase in conversion rate.

With content and metadata optimisation done, the other target keywords are following the same upward trend into the top three. From here the link building keeps compounding.