SEO-Led Website Relaunch for a South African Pool Equipment Supplier
The Challenge
The client’s previous website generated approximately 250 organic users per month and had limited visibility for commercially important searches relating to pool cleaners, pumps, heat pumps, lights, and other equipment.
A new website was being developed, creating an opportunity to rebuild the site around search intent rather than simply transferring the existing content.
The project needed to:
- Protect existing search visibility during the migration
- Establish an SEO-friendly website structure
- Improve product and category-page visibility
- Build authority through useful informational content
- Turn organic traffic into measurable enquiries
- Coordinate content, optimisation, reporting, and delivery across stakeholders
The Approach
I developed and managed an SEO strategy centred on the new website launch and its continued growth after publication.
My work included:
- Planning the organic search and content strategy
- Reviewing the proposed website architecture
- Writing and reviewing SEO-focused core, category, and product-page content
- Creating and optimising blog posts, buying guides, and commercial roundups
- Identifying high-intent keyword and content opportunities
- Reviewing existing content for accuracy, quality, and search intent
- Monitoring rankings, traffic, conversions, and AI-search visibility
- Producing monthly analytics reports and recommendations
- Managing priorities and coordinating delivery across the wider project team
The new website launched in May 2025. Initial work focused on strengthening the site’s commercial foundations before expanding into informational content, comparison articles, product uploads, and targeted landing pages.
The strategy connected helpful informational content with commercially important product and category pages, enabling the website to build both topical authority and purchase-intent visibility.
Balanced search journeys
The content programme balanced three distinct search journeys. Commercial category content targeted users actively researching products such as pool pumps, cleaners, lights, and heating equipment. Product content improved visibility for specific models while providing clearer information for prospective buyers. Informational and comparison content addressed common customer questions, supported product discovery, and created additional internal-linking opportunities.
The Results
Within one year of the website relaunch, organic performance had improved substantially across traffic, rankings, conversions, and authority.
Organic Search generated 819 users in May 2026, compared with 177 users in May 2025. During peak months, the website generated approximately 1,500 organic users per month (nearly 6x the baseline).
Page-one keyword rankings increased from 30 in May 2025 to 179 in May 2026. The site achieved prominent visibility across product-led and commercial searches.
Organic Search generated 2,688 users, 90 form starts, and 48 form submissions during the latest three-month period. May alone generated 17 completed submissions.
Page-One Keyword Spread: Keyword rankings on Page One reached 179 in May 2026, comprising 44 keywords in positions 1–3, 135 keywords in positions 4–10, and 199 total ranking keywords.
Website Authority Growth: Referring domains increased from 25 to 169, while the Domain Rating (DR) rose from 11 to 24 between May 2025 and May 2026.
Traffic Valuation Expansion: Estimated organic traffic on Ahrefs increased from 128 to 940, scaling traffic value from $13 to $154/month.
Commercial Search Performance: Secured first-page visibility for variable-speed pool pumps, heaters, lights, and cleaners. Product category pages drove 129 clicks / 17,057 impressions in May 2026, with product pages contributing another 34 clicks / 2,100 impressions.
Blog Content Performance
Content created and optimised during the campaign became an important source of search visibility. During May 2026, blog posts generated 118 organic clicks, 8,545 impressions, and broad visibility across comparison, maintenance, and product-research searches.
AI Search Visibility
The content programme also began earning visibility across AI-assisted search platforms. By June 2026, the website had acquired citations across multiple LLM and search platforms.
Performance Data & Analytics
Switch tabs below to view the verified Ahrefs organic search metrics and Google Search Console performance logs.
Ahrefs Organic Performance in June 2026: Post-relaunch mature off-season state. Organic traffic generated 838 users/month (up 363% YoY from 177 in May 2025). Keywords in the Top 3 positions reached 53 and Top 10 positions reached 130 (183 total on page one).
The Role
My contribution included translating performance data into practical priorities, maintaining content quality across deliverables, identifying new growth opportunities, and coordinating implementation throughout the website rebuild and ongoing retainer.
The result was a website with substantially stronger organic visibility, a growing commercial keyword footprint, and a measurable organic enquiry pipeline.
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