How We Helped an Edmonton Flooring Company Crush It Online

The Problem They Faced

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!”

What We Started With

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!

Setting Some Goals

We didn’t want to promise the moon, but we knew we could help them. Together, we set some realistic goals:

1. Get them showing up on the first page when people search for flooring in Edmonton
2. Bring in actual potential customers, not just random traffic
3. Make them look like the experts they actually are

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.

Our Game Plan

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.

Fixing Their Website

First thing we tackled was making their website actually work for them instead of against them. We:

• Completely reorganized how pages linked together so people could find what they needed
• Sped up those slow-loading pages
• Made sure everything looked good on phones (about 70% of their traffic was mobile)

Our developer Dave spent a solid week just fixing technical issues Google was flagging. Not glamorous work, but absolutely necessary.

Finding the Right Keywords

We dug deep into what Edmonton folks actually search for when looking for flooring. Some interesting findings:

• “Edmonton flooring” had good volume but crazy competition
• Lots of people were searching specific neighborhoods + flooring
• Terms like “commercial carpet Edmonton” were low competition but high intent

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.

Getting Local Right

Since they only served Edmonton and the surrounding area, we went all-in on local SEO:

• Completely rebuilt their Google Business Profile with better photos, descriptions and service areas
• Made sure they were listed correctly on all the important local directories
• Created neighborhood-specific landing pages for areas they worked in most

Small detail that made a big difference: we added schema markup that told Google exactly where they served, their hours, and pricing range.

Executing the Plan Over Two Years

This wasn’t an overnight fix. We worked with them for two full years, constantly tweaking and improving.

On the website itself, we kept:

• Updating content when we saw opportunities
• Fixing technical issues as they came up
• Testing different layouts to see what kept people on the site longer

Behind the scenes, we:

• Built quality backlinks from local home improvement sites
• Set up their social accounts to share past projects (those before/after floor photos did really well!)

Content That Actually Helped Their Customers

Instead of writing generic “why hardwood is great” articles that nobody reads, we created stuff that actually answered questions Edmonton homeowners had:

• “How to protect your floors during an Edmonton winter”
• “Which flooring types handle Edmonton’s humidity changes best”

Keeping an Eye on Everything

Throughout the whole process, we obsessively tracked what was working:

• Weekly ranking checks for all their target keywords
• Monthly traffic reports showing exactly where visitors came from
• Conversion tracking to see which pages actually generated leads

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.

What We Actually Achieved

After sticking with the plan for two years, the results were honestly better than even we expected:

• Every single keyword we targeted now ranks on page 1 of Google
• Their website traffic is up massively compared to when we started
• Most importantly – they’re getting 6-10 qualified leads every week

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.

First-Page Rankings Changed Everything

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.

More (and Better) Website Visitors

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:

• Their lead volume more than doubled
• The leads were higher quality – people who were ready to move forward
• They expanded their service area because they were getting so many requests from surrounding communities

The sales team actually told us they had to change their process because they were getting too many inquiries to handle the old way!

What We Learned Along the 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.

Consistency Beats Flashy Tactics

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.

Rolling With the Changes

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.

The Bottom Line

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.