When this Edmonton flooring company first came to us, they were buried by their competition online. Despite having awesome products and great customer service, nobody could find them when searching for flooring in Edmonton. They had a decent website, but it wasn't bringing in leads. Pretty frustrating for them, honestly. Their competitors were grabbing all the business from Google searches while they were stuck on page 11 or 12. We sat down with their team and they basically told us: "We know we're good at what we do, but we're invisible online. Help us fix this!"
Their website looked okay at first glance, but digging deeper, we found issues everywhere. The content was pretty generic, nothing was optimized for search engines, and technically? It was a mess. When we checked their Google Analytics, it was pretty sad - barely any organic traffic coming in. Like, embarrassingly low numbers. They weren't showing up for ANY major flooring keywords in Edmonton. The worst part? Every time someone in Edmonton searched "Edmonton flooring" or "flooring company Edmonton" or anything like that, their competitors were getting all those clicks. Potential customers didn't even know they existed! 
We didn't want to promise the moon, but we knew we could help them. Together, we set some realistic goals:
We spent a couple days researching exactly what people in Edmonton type when looking for new floors. Found some interesting patterns too - lots of neighborhood-specific searches and some unique terms we wouldn't have guessed.
We built them a custom SEO strategy. None of that cookie-cutter stuff - this was specifically for their business and the Edmonton market. We focused on making their website better for both visitors and Google, targeting local searches, and creating content that would actually help their potential customers.
First thing we tackled was making their website actually work for them instead of against them. We:
Our developer Dave spent a solid week just fixing technical issues Google was flagging. Not glamorous work, but absolutely necessary.
We dug deep into what Edmonton folks actually search for when looking for flooring. Some interesting findings:
We built out a master list of about 75 keywords that made sense for them to target - a mix of easier wins and some ambitious ones too.
Since they only served Edmonton and the surrounding area, we went all-in on local SEO:
Small detail that made a big difference: we added schema markup that told Google exactly where they served, their hours, and pricing range.
This wasn't an overnight fix. We worked with them for two full years, constantly tweaking and improving. On the website itself, we kept:
Behind the scenes, we: 
Instead of writing generic "why hardwood is great" articles that nobody reads, we created stuff that actually answered questions Edmonton homeowners had:
Throughout the whole process, we obsessively tracked what was working:
When Google rolled out that big algorithm update in 2024, we had to make some quick adjustments, but having all this data made it much easier.
After sticking with the plan for two years, the results were honestly better than even we expected:
The owner told us recently that their website has become their main source of new business - bigger than referrals, which used to be their primary lead source. 
Getting to the first page for their main keywords was huge. Instead of being buried where nobody could find them, they're now right there when someone is looking for flooring. My favorite win? When you Google "best flooring company Edmonton" - they're right there at the top. That's a customer ready to buy.
As rankings improved, so did their traffic. But more importantly, it was the RIGHT traffic. The people visiting their site now are actually looking for flooring in Edmonton. They're spending longer on the site, viewing more pages, and - most importantly - reaching out for quotes. Real Business Growth from Better Online Visibility All of this online stuff translated to real business results:
The sales team actually told us they had to change their process because they were getting too many inquiries to handle the old way!
This project reinforced something we've seen time and again - local businesses NEED a tailored approach to SEO. The same generic strategies just don't cut it. We also saw how important patience is. Some of our biggest wins came in months 18-24, after consistent effort built up momentum.
The flooring company had previously hired an SEO company that promised quick results. They got a temporary bump, then crashed after a Google update. Our steady approach of making consistent improvements every month proved much more effective. No shortcuts or risky tactics - just solid work month after month.
During our two years working together, Google changed their algorithm at least 4 times. Each time, we adapted. This flexibility kept them moving forward while competitors who used outdated tactics suddenly disappeared from search results.
By the end of our two years working together, this Edmonton flooring company went from basically invisible online to dominating local search results. Their website transformed from an online brochure into their best salesperson. The investment they made in proper SEO paid off many times over in new business. And because we built everything the right way, they're still enjoying the benefits even now. Luminary is a top rated Edmonton Web Design and SEO agency. Want to see if we can help your business achieve similar results? Let's talk.
