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How Custom Building Products Sealed Deals With Custom SEO

Custom's product line

Custom Building Products is North America's industry leader in flooring preparation products and tile and stone installation systems for residential and commercial projects. Since being selected to design and build Custom's enhanced website, Rhythm has continued to act as their digital partner to provide strategic search engine analysis and optimization.

Building Interior

So what exactly does that entail?

For starters, no matter how ideally one optimizes a new website, improvements can always be made. By their very nature, websites grow and evolve, presenting new opportunities for search enhancement. In Custom's case, we were extremely pleased with their new site's initial search rankings; however, we identified key areas where bounce rates could be reduced and search results could be improved.


Specifically, we've worked with Custom to increase the site's unique content and bring attention to "below the fold" information on product pages, including directing users to a particular call-to-action. These changes alone have resulted in 70% of the top 10 landing pages showing a significant bounce rate decline, which indicates the new content's relevance.


We also continue to optimize meta data, assist with article development (contributing to beneficial backlinking) and enrich product page content. These custom SEO efforts have yielded results that may (ahem) floor you.

And the results?

Graph upward arrow
+17% contact form submissions
increase in organic traffic
increase in downloads

In 2015, Custom’s organic search traffic increased by nearly 90,000 sessions, their contact form submissions increased nearly 17%, and their downloads increased a whopping 85%. Custom’s continued keyword ranking improvements have also led to higher quality traffic and click-throughs.


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