Spring Dance Hot Tubs SEO Case Study: Growing Local Visibility Across Multiple Store Locations

Spring Dance Hot Tubs sells hot tubs, hot tub accessories, water care products, and related products through multiple retail locations in Pennsylvania and New Jersey.

When Spring Dance Hot Tubs partnered with SEO Locale in January 2020, the company wanted to increase the number of keywords it appeared for in search, bring more potential customers to its website, and ultimately generate more leads, phone calls, store traffic, and sales.

With locations in Jamison, PA, Exton, PA, and Marlton, NJ, the strategy needed to account for more than general brand visibility. Spring Dance Hot Tubs needed to compete in search within each of its individual markets while also reaching customers researching hot tubs and related products.

Within 10 months of beginning the campaign, Spring Dance Hot Tubs experienced significant increases in traffic and leads. Google organic users increased by 32.15%, overall goal completions increased by 55.91%, and contact form submissions increased by more than 1,690%.

The company also developed a strong presence in search, with 89 of its 98 tracked keywords ranking on the first page of Google.

The Challenge: Increasing Foot Traffic and Sales Across Three Locations

Spring Dance Hot Tubs operates in a market where customers frequently research products extensively before visiting a showroom or making a purchase.

For a business selling hot tubs, accessories, and water care products, search visibility provides an important opportunity to reach those customers during the research process.

Spring Dance Hot Tubs wanted to rank prominently in search engines for all three of its locations.

The challenge was developing a keyword strategy that could support the company’s broader product offering while also strengthening visibility within Jamison, Exton, and Marlton.

Increased rankings also needed to contribute to meaningful business results.

The goal was not simply to generate more website impressions. Spring Dance Hot Tubs wanted more website traffic, phone calls, leads, store traffic, and ultimately more sales.

The primary goals included:

• Increasing visibility for relevant hot tub searches
• Strengthening local search presence for all three store locations
• Expanding the number of keywords for which the website ranked
• Bringing more potential customers to the website
• Increasing calls and website inquiries
• Supporting additional foot traffic to retail locations
• Generating more opportunities for sales

Developing a Local SEO Strategy

SEO Locale began by identifying quality keywords that could help Spring Dance Hot Tubs improve its presence in organic search.

Because the company operates multiple locations, keyword research needed to account for both its products and the geographic markets it serves.

The strategy combined competitive research with searches Spring Dance Hot Tubs specifically wanted to target.

This created an initial keyword list that reflected the company’s priorities while also incorporating opportunities identified within the competitive search landscape.

Researching the Competition

Competitor research helped determine which keywords other businesses within the market were already ranking for.

This provided insight into the search terms driving visibility within the hot tub industry and helped identify opportunities Spring Dance Hot Tubs could pursue.

Rather than selecting keywords based solely on search volume, the campaign considered their relevance to the company’s products, locations, and potential customers.

The initial research was then shared with Spring Dance Hot Tubs so the final keyword selection could be made collaboratively.

Selecting and Mapping Target Keywords

Once the initial keyword research was completed, SEO Locale worked with Spring Dance Hot Tubs to select the terms that made the most sense for the campaign.

Those keywords were then mapped to relevant pages throughout the website.

Keyword mapping gave individual pages a clearer search focus and helped determine where new or expanded content was needed.

This was especially important for a multi-location campaign because different pages could support different products, searches, and geographic markets without competing against one another unnecessarily.

Strengthening On-Page Content

After keyword mapping was completed, SEO Locale created on-page recommendations for the pages being targeted through the campaign.

Once those recommendations were approved, new content was created and implemented throughout the website.

The content was developed around the selected keyword strategy, giving search engines clearer information about Spring Dance Hot Tubs’ products and services while providing potential customers with more relevant information when they reached the website.

These improvements created a stronger foundation for attracting users searching for hot tubs and related products within the company’s target markets.

89 Keywords Reached the First Page of Google

Spring Dance Hot Tubs developed a strong organic search presence during the campaign.

Of the 98 tracked keywords included in the case study:

• 39 ranked in positions 1–3
• 50 ranked in positions 4–10
• 5 ranked in positions 11–20
• 4 ranked in positions 21–50

That placed 89 keywords on the first page of Google.

In total, 90.8% of the keywords being tracked for the campaign reached first-page positions.

This gave Spring Dance Hot Tubs substantially greater visibility when potential customers searched for products and services relevant to the business.

70 Keywords Ranked Above the Fold

Of the 98 keywords included in the campaign, 70 achieved above-the-fold visibility.

Above-the-fold rankings provide particularly prominent placement within search results because users can encounter the business without needing to scroll farther down the page.

For a retail business competing for customers across multiple local markets, gaining that level of search visibility created additional opportunities to attract users before they reached competing results.

Combined with the 39 keywords ranking within Google’s top three positions, the results established a strong organic presence for Spring Dance Hot Tubs.

Google Organic Users Increased 32.15%

The improvement in rankings translated into increased organic traffic.

Compared with the previous period, Google organic users increased by 32.15%.

New organic users increased by 30.84%, while organic sessions increased by 29.79%.

This meant Spring Dance Hot Tubs was not only appearing more prominently in search but also bringing substantially more people to the website through those rankings.

The increase in new users was particularly important because it demonstrated the campaign’s ability to introduce Spring Dance Hot Tubs to potential customers who may not have previously interacted with the business.

Overall Website Users Increased 43.72%

Growth extended beyond Google organic search.

Across all traffic sources, total users increased by 43.72%.

New users increased by 40.68%, while total website sessions increased by 38.26%.

The broader growth demonstrated that Spring Dance Hot Tubs was reaching a substantially larger audience overall.

Combined with the organic improvements, these numbers showed increasing visibility and website activity across multiple channels.

Goal Completions Increased 55.91%

Traffic and rankings were only part of the objective.

Spring Dance Hot Tubs wanted its digital marketing campaign to contribute to more customer activity and sales opportunities.

Compared with the previous period, overall goal completions increased by 55.91%.

This growth demonstrated that the additional traffic reaching the website was producing more measurable actions rather than simply increasing visitor counts.

More users were finding Spring Dance Hot Tubs, and more of those users were progressing toward actions that could contribute to customer acquisition and sales.

Contact Form Submissions Increased More Than 1,690%

The largest conversion improvement occurred through website contact forms.

Contact form submissions increased by more than 1,690%.

For Spring Dance Hot Tubs, this represented a significant increase in the number of website visitors actively reaching out to the company.

Hot tubs are considered purchases that often involve questions about models, features, installation, maintenance, water care, pricing, and availability.

Increasing the number of customers initiating contact created considerably more opportunities for Spring Dance Hot Tubs to continue those conversations and move potential buyers closer to visiting a showroom or making a purchase.

Connecting Search Visibility With Customer Growth

Spring Dance Hot Tubs’ campaign demonstrates how local SEO can support a multi-location retail business.

The strategy began with competitor and keyword research to identify relevant opportunities within the company’s markets.

Spring Dance Hot Tubs and SEO Locale then worked together to select the appropriate target keywords. Those terms were mapped to relevant pages, followed by on-page recommendations, content creation, and implementation.

As the website gained stronger search positions, organic traffic increased.

That growth was accompanied by more goal completions and a substantial increase in contact form submissions, connecting improved search visibility with measurable customer activity.

The Results

Within the first 10 months of its SEO campaign, Spring Dance Hot Tubs achieved significant improvements in rankings, traffic, and conversions.

The campaign resulted in:

• 32.15% growth in Google organic users
• 30.84% growth in new Google organic users
• 29.79% growth in Google organic sessions
• 43.72% growth in total website users
• 40.68% growth in total new users
• 38.26% growth in total website sessions
• 55.91% growth in overall goal completions
• More than 1,690% growth in contact form submissions
• 89 tracked keywords ranking on the first page of Google
• 90.8% of tracked campaign keywords reaching first-page positions
• 39 keywords ranking in positions 1–3
• 50 keywords ranking in positions 4–10
• 70 of 98 tracked keywords ranking above the fold

By combining local SEO, competitive research, strategic keyword selection, keyword mapping, on-page optimization, and content development, Spring Dance Hot Tubs strengthened its search presence across its three locations.

The campaign brought more potential customers to the website while also increasing the actions that mattered to the business, creating more opportunities for inquiries, showroom visits, and sales.