Penguin Pools is thriving and growing residential swimming pool construction and installation company with several locations across Wisconsin and Minnesota.


Client Engagement GoalsPenguin Pools contracted DreamFire Digital to:



  • Increase organic search traffic, specifically in Google
  • Increase lead generation for the 2012 pool installation season to ensure a busy season
  • Create a lead stockpile for the 2013 pool season

DreamFire Client StrategyIn order to help meet Penguin Pools’ goals for the new pool season, DreamFire focused on two-prong organic search strategy:


  • Ensure the new website’s foundation was in order by conducting an SEO Audit
  • Foundational SEO to clean-up technical architecture clean-up to remove duplicate content and non-canonical domain issues
  • Consumer journey breakdown of swimming pool shopping behaviors and intents both nationally and locally
  • Complete meta-data re-writes with a local focus specific to southeastern Wisconsin
  • Apply Consumer Journey insights to on-page content optimization, with a specific local focus
  • Created and refined Google My Business listing and Google+ pages
  • Applied to pool types and pool pricing pages

Client Engagement Results
Over the 2012 pool season, Penguin Pools experienced


  • 39% growth in overall organic search visits when compared to the 2011 pool season
  • A 60% increase in organic traffic from Google
  • A 30% increase in Milwaukee and Waukesha County organic traffic
  • Penguin Pools leads increased 100% over the 2011 pool season, with over 1,200 viable consumer leads submitted