CASE STUDY · SEO
Utah Sauna Company: a thin site turned into an organic lead engine.
A small brochure site with no schema and thin content, rebuilt around real buyer intent so organic search became a steady source of qualified quote requests.
01 · THE PROBLEM
A category leader that was invisible online.
Utah Sauna Company had a strong word-of-mouth reputation but a website that couldn’t back it up: a small brochure site with no structured data, no content depth, and thin metadata. They were losing search after search to lower-quality competitors with louder SEO.
The owner had been pitched a long, expensive national-agency contract and wanted to see the work done properly before committing to anything.
02 · THE STRATEGY
Schema, intent-led content, and the local pack.
We mapped the keyword landscape by commercial intent — not by search volume — and built around the searches that map to real quote requests. Then we worked three things in parallel: technical SEO, purpose-built content, and local search.
- A focused set of high-intent, commercial keyword targets
- LocalBusiness, Service, FAQ, and BreadcrumbList schema across the site
- Cornerstone content per intent cluster, plus supporting articles
- Google Business Profile rebuild, citation cleanup, and a review-acquisition flow
03 · THE EXECUTION
What we shipped, week by week.
- Week 1Audit + analytics + Search Console + schema baseline
- Week 2Sitemap, robots, internal-link map, GBP rebuild
- Weeks 3–4Service-page rewrites + schema rollout across the site
- Weeks 5–8Cornerstone content + supporting articles
- Weeks 9–10Citation cleanup + review-acquisition automation
- Week 11Reporting + next-phase roadmap
04 · THE OUTCOME
Organic turned into a reliable lead source.
With the technical foundation fixed and content built around real buyer intent, organic search became a dependable, compounding source of qualified quote requests — the kind that shows up whether or not the ad budget is on.
05 · WHAT WE'D DO DIFFERENTLY
The one thing we'd repeat.
We layered in AI-search work (schema, llms.txt, entity definition) later in the engagement. Today we’d ship SEO and AI-search optimization in parallel from week one — the work overlaps so heavily there’s no reason not to.
Want your site to work like this?
Start with a free digital audit — a real look at where your organic and follow-up leak today.
CASE STUDY · SEO