SaluSpa

An established US hot tub brand's Canadian storefront, already underperforming in rankings, then hit hard by a Google core algorithm update a month into the engagement — brought back and improved past its original position over the following year.

The Situation

SaluSpa was already struggling with rankings for its Canadian market when I took over SEO in May 2025. A month in, a Google core algorithm update hit the site hard, compounding an already difficult starting position.

What I Did

I led the SEO recovery from there — diagnosing what the update had penalized and rebuilding the site's SEO foundation around it, tracking rankings and traffic month over month through to May 2026.

Results

Over the year I led the account, Google Search Console shows 32.9K total clicks and 593K total impressions at a 5.5% average CTR, with an average position of 10.4. Traffic continued to dip through the second half of 2025 as the algorithm hit worked through, then recovered steadily from early 2026, accelerating sharply in the final months of the engagement — ending well above where the site started.