Surface RestorationThe numbers, sourced from Google Search Console
Avg monthly clicks
356
+37% growth
Avg monthly impressions
47,401
Focused, high-intent
Avg search position
10.6
Improved 44 positions
The challenge
This surface restoration company, a bathtub refinishing operator, came in ranking at position 54.3 for its core service keywords, page 6 territory in a home-services market where the buyer decision happens in the first few results. Monthly clicks were sitting around 260 and impressions were high but noisy, which is a common pattern when a site is picking up long-tail queries with no real intent behind them.
The category punishes vague content. Someone Googling refinishing services is usually a homeowner with a specific problem and a short shopping window. If they can’t find you above the fold, they call the company that they can find.
The strategy
We made a deliberate call up front: cut impression volume and lift click quality. That’s not a tradeoff every client wants to make, but it’s the right one when your revenue depends on high-intent local traffic instead of national vanity impressions.
From there, the work was tight service-page rebuilds, refinishing- and restoration-specific keyword targeting, and service-area SEO for the neighborhoods that actually generate jobs. Nothing exotic. Just doing the fundamentals well for the terms that produce quotes.
The results
| Metric | Before SEO | After SEO | Change |
|---|---|---|---|
| Avg monthly clicks | 260 | 356 | +37% |
| Avg monthly impressions | 176,493 | 47,401 | -73% (intentional) |
| Avg search position | 54.3 | 10.6 | Improved 44 pos |
Average monthly clicks grew from 260 to 356, a 37% increase. More importantly, average search position went from 54.3 to 10.6, a 44-position improvement, and total organic clicks delivered by the campaign have crossed 4,600. Impressions dropped 73% by design as we pruned low-intent traffic that wasn’t converting.
The result is a site that’s now genuinely on page 1 for the queries a homeowner would actually type when they need this service, which is the only rankings goal that matters here.
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