51% YoY Lead Growth Engineered via Strategic Domain Consolidation
How a high-end specialty pool contractor collapsed regional microsite silos into a single, high-authority commercial platform to dominate search and secure six-figure tenders.
YoY Lead Growth
Total organic leads jumped to 41, up from 27 during the exact same period last year.
Keyword Position Gains
Staggering upward position surge across 202 tracked high-intent commercial terms.
Monthly Lead Volume
Organic lead velocity nearly doubled (from 21 to 41) in the first 30 days post-launch.
The Challenge: Digital Sprawl & Authority Dilution
How fragmented localized domains and weak CMS structures left a top-tier regional powerhouse vulnerable to search algorithm volatility.
The Downside of Domain Fragmentation
Prior to partnering with RSM, Mid-America Pool Renovation (MAPR) operated five separate market-specific microsites (e.g., denverpoolrenovation.com, omahapoolrenovation.com). Vetting B2B buyers—like property managers and hospitality directors—viewed these thin sites as isolated, local "mom-and-pop" operations rather than the major, highly specialized industry leaders they truly are. When a major Google Core Update rolled out in mid-2025, rankings slipped, laying bare the architectural flaws of their digital sprawl.
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Diluted Domain Authority Backlink and search equity was divided among five distinct URLs rather than compounding into a single heavy-hitting domain asset.
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Core Update Vulnerability Thin, duplicate localized content on individual microsites suffered deep ranking declines following Google’s June 2025 updates.
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Operational Friction Updating project portfolios, marketing collateral, and technical specifications across multiple CMS instances slowed team velocity.
Fragmented Digital Assets
Five disjointed city domains split authority, rendering a prominent national player invisible to high-stakes B2B procurement searches.
Let's fix it
The RSM Action Plan
Our methodology focused on unifying domains, engineering structural authority, and aligning SEO with commercial intent.
Collapsing the Silos
We collapsed the five fragmented microsites into a single powerhouse root domain (poolrenovation.com) while keeping strong localized search signals intact using localized directory structures.
Complex 301 Redirect Mapping
Preserved historical link equity and traffic profiles by mapping page-level redirects seamlessly from expired domains to the unified domain structure (e.g. denverpoolrenovation.com → poolrenovation.com/locations/denver).
Surgical Location Silos
Configured structured, deep location-specific folders containing customized localized service pages, signaling to Google that MAPR holds strong local presence across all five target hubs.
Aligning Messaging with High-Value Intent
We replaced thin content with detailed service descriptions, shifting focus away from cheap, transactional terms to big-ticket commercial searches.
Deep Content Bulk-Up
Turned static project PDF profiles and offline technical documents into robust, indexable, and optimized on-site content.
Commercial Keyword Re-alignment
Shifted keyword target strategy from "pool repair" to high-intent transactional phrases like "commercial pool contractor" and "structural crack repair".
Visual Trust Integration
Embedded high-quality gallery layouts and verified project case files on primary conversion landing pages to secure instant authority during corporate bidding.
Proprietary Technology Authority
Elevated copy by educating prospects on MAPR’s exclusive INTER-GLASS® resurfacing solutions, positioning them as national experts.
The Scoreboard (Post-Launch Results)
A visualization of the immediate organic growth and lead generation velocity achieved within 30 days of the domain unification.
Lead Generation Velocity (30 Days)
Comparing monthly organic lead generation prior to, and immediately following, the domain migration.
Search Console Visibility Trends
Monitoring the immediate upward trajectory in Google Search Console organic impressions and click volume.
Google Page 1 Breakthroughs
"Melissa and Austin had the reputation and the domain name everyone in this industry dreams of, but they were spread too thin. By bringing everything under one roof (domain), we turned their digital presence into a highly ranked lead machine that works as hard as their crews."
— RSM Marketing Crew