Freedom Flooring: Search Impressions Per Day Up 182% in the First 89 Days
In the 89 days after Prospectr Digital started its automated AEO/SEO content program for Freedom Flooring & Design (Grand Haven, MI), Google Search Console impressions per day rose from 51.9 to 146.6 (+182%), clicks per day from 1.08 to 2.22 (+107%), and average position improved 18 places, from 40.4 to 22.4. The site went from a handful of brochure pages to a 93-page local topical map: 21 city service-area pages, 20 city-by-service pages, 27 answer-first blog articles, and 420 FAQ answers carrying FAQPage schema, all on Astro deployed to AWS Amplify.
Client: Freedom Flooring & Design (Troy Hacker, owner; Nolan Seiler, operations), Grand Haven, MI, serving West Michigan from Muskegon to Kalamazoo. freedomflooringmi.com
Engagement: SEO + AEO content program: site build on Astro + AWS Amplify, automated content publishing, full schema graph, Google Search Console reporting.
Timeline: Program start 2026-06-01. Automated weekly publishing live 2026-06-12. Measurement window in this study: 2026-06-01 to 2026-08-28 (89 days), against the prior 401 days Google holds for the property.
Scope as of 2026-09-08: 93 URLs in the submitted sitemap · 21 city pages · 20 city-by-service pages · 27 blog articles · 420 FAQ answers on 53 FAQPage-schema pages.
The problem
Freedom Flooring is a mobile-showroom flooring company: the samples come to the customer's kitchen table. That is a real advantage in West Michigan, where the service radius runs from the lakeshore to Grand Rapids and down to Kalamazoo. But the website said none of it in a way a search engine or an AI assistant could use. Google held 401 days of history on the domain before Prospectr started: 432 clicks total, roughly one a day, at an average position of 40.4. The brand name ranked. Nothing else did. A homeowner in Holland searching “carpet installers near me” or a landlord in Kalamazoo searching “waterproof flooring” had no page on the site that answered their question, so there was nothing for Google, ChatGPT, or Perplexity to cite.
What we did
- Rebuilt the site as a local topical map on Astro + AWS Amplify. Products, services, and design pages first, then one service-area page per real route city: Grand Haven, Spring Lake, Holland, Zeeland, Muskegon, Norton Shores, Grand Rapids, Grandville, Wyoming, Kentwood, Hudsonville, Allendale, Coopersville, Ada, Rockford, Wayland, Kalamazoo, Portage, Saugatuck, South Haven, and St. Joseph. Every city page carries its own local copy and its own FAQ block, not a swapped-in city name.
- City-by-service pages where the demand is. 20 pages such as Grand Rapids LVP flooring, Kalamazoo carpet installation, Holland flooring installation, and Muskegon flooring services, each answer-first, each with Service and FAQPage schema.
- An automated publishing engine, not a one-time build. From 2026-06-12 the program shipped new blog articles and city pages on a weekly cadence through a gated pipeline: a pre-deploy quality gate (duplicate copy, placeholder text, broken assets), build, deploy, a live check that the new URL actually serves, a robots.txt indexability check, then a sitemap ping and indexing submission. 27 blog articles are live, written to answer the questions West Michigan homeowners actually type, such as the best basement flooring for Michigan homes or how to match wall color with flooring.
- Machine-readable identity. Sitewide JSON-LD: LocalBusiness with a stable identity, Service markup per service, FAQPage with 420 individual Question/Answer pairs across 53 pages, and BreadcrumbList on every interior page.
- Measured against the system of record. Every number in this study is pulled from Google Search Console for the property sc-domain:freedomflooringmi.com. Nothing is modeled or estimated.
Why per-city pages, and why FAQ blocks
Across the 23 sites Prospectr tracks in Search Console, the pattern is consistent: the sites with real per-city pages earn clicks, and the sites with one “service area” page listing twenty towns earn impressions and almost nothing else. A single mega page can rank for the brand and little more, because Google has nothing specific to match a “flooring installation Holland MI” query against. A dedicated page with local copy and a local FAQ does two jobs at once. It gives classic search a precise document to rank, and it gives answer engines a short, extractable question-and-answer pair to quote. That is why every Freedom Flooring city page carries its own FAQ block with FAQPage schema rather than a shared template. The FAQ is not decoration; it is the unit of content that ChatGPT, Perplexity, and Google's AI layer actually lift.
Results
Source: Google Search Console API, property sc-domain:freedomflooringmi.com. Before window 2025-04-26 to 2026-05-31 (401 days). After window 2026-06-01 to 2026-08-28 (89 days). Pulled 2026-08-31. Because the windows are different lengths, per-day figures are the fair comparison.
| Metric | Before | After | Change |
|---|---|---|---|
| Impressions per day | 51.9 | 146.6 | +182% |
| Clicks per day | 1.08 | 2.22 | +107% |
| Average position | 40.4 | 22.4 | +18.0 places |
| Click-through rate | 2.08% | 1.52% | -27% |
- August 2026, the first full calendar month with the topical map live: 7,776 impressions and 81 clicks at an average position of 21.3, with 90 distinct pages earning impressions (Search Console, pulled 2026-09-02). The site's entire pre-program history averaged 51.9 impressions a day; August ran at roughly 250 a day.
- Non-brand queries now rank. All-time averages as of the 2026-08-31 pull: “carpet installers near me” position 7.4, “flooring installation” position 2.9, “flooring repair near me” position 2.1, “floor refinishing near me” position 1.2. Before the program, the site earned clicks almost exclusively on its own name.
- Content pages earn on their own. The blog article on the best basement flooring for Michigan homes sits at position 5.5 with 227 impressions and 12 clicks; the wall-color-and-flooring article at position 6.9 with 448 impressions. These are pages the automated engine wrote and shipped.
- CTR dipped and that is expected. When a site goes from ranking for its own name to appearing for thousands of new non-brand queries at positions 10 to 30, the blended click-through rate falls even as total clicks double. The next phase of the program compresses those positions.
Business outcomes (quotes, bids, closed jobs) are reported here only when the client confirms them in writing. None are claimed in this study. Results are refreshed quarterly.
What this means if you run a flooring, remodeling, or home-services company
If your site ranks for your name and nothing else, you are invisible to every homeowner who does not already know you. The fix is not a redesign; it is coverage. One real page per city you serve, one per service in each city, an FAQ on every one of them, and a publishing engine that keeps adding answers every week. Freedom Flooring's first 89 days show what that looks like in Search Console. Get your own site's AEO Report Card and see exactly where the gaps are, or read how the same program works for a 160-page bilingual janitorial site and a 25-year-old WordPress migration.
Two paths. Pick yours.
Start with a Lead Gen strategy call, or explore Sovereign and deploy an AI teammate in your AWS in two days. Both start with a 20-minute call.