Lakeside Spa Case Study

A Website Refresh, Executed Right: New Design, Full Technical Optimization, Structured Data Deployed.

Lakeside Spa's website relaunched February 10, 2026 after a full design refresh and a technical SEO optimization pass — schema markup, on-page fixes, image and indexability cleanup, all deployed through Search Atlas OTTO. This was a design and technical engagement, not an ongoing SEO or content campaign, so what follows is a snapshot of what was built — not a traffic-growth claim.

84 / 100

Technical SEO Pillar Score

231

On-Page Fixes Deployed of 2,138 Found

Sitewide

Structured Data (Schema) Deployed

Scope: a website design refresh and technical SEO optimization — not a growth campaign.

The engagement covered a full website redesign on WordPress, plus technical SEO optimization delivered through Search Atlas OTTO: structured data implementation, on-page issue fixes, image and heading optimization, and indexability cleanup. It also connected Google Search Console and Google Business Profile so future performance can be measured accurately. It did not include content production, link-building, paid media, or ongoing SEO management — the levers that typically move organic traffic. That distinction matters for reading every number on this page: it’s a record of what was built, not a report card on traffic growth.

A technically healthy, structured, indexable website — the actual output of this project.

Search Atlas OTTO scores the site across four pillars. Technical health sits at 84/100 (Good) post-refresh — the pillar this project was scoped to move. Content (34) and Authority (12) are low because they were never in scope: they’re driven by ongoing content production and link-building, not a design refresh.

Technical

Good

UX Signals

Poor

Content

Out of Scope

Authority

Out of Scope

Structured data (schema markup) was deployed as part of the refresh, alongside 231 of 2,138 flagged on-page issues resolved via OTTO's automated pipeline — missing alt text, non-modern image formats, heading structure, and more, across the 87 pages under management. Of the 100 pages in the latest full crawl, 86 are indexable, 13 are not, and 1 is non-standard. Template-level schema coverage is still expanding as new page types roll out: 90 pages remain flagged for additional recommended schema types — incremental follow-on work, not a gap in what shipped at launch.

A snapshot for context — not a KPI this project was measured against.

Because this was a design and technical engagement rather than an SEO or content campaign, organic traffic growth was never a deliverable. The Search Console numbers below are shared for transparency, not as a scorecard.

Metric	Pre-Refresh (164 days)	Post-Refresh (164 days)	Change
Impressions	124,253	110,183	−11.3%
Clicks	1,571	1,123	−28.5%
Average Position	18.5	23.1	−4.6 spots
Click-Through Rate	1.26%	1.02%	−0.24pp

This softening is consistent with what's expected when a rebuilt site gets fully re-crawled and re-indexed — and, more importantly, with a scope that didn't include the content or link-building work that actually moves rankings. Without that follow-on investment, this level of movement is the expected ceiling for a refresh-only project, not a shortfall in what was delivered.

Branded search ownership, captured as a starting line — not a project outcome.

The site currently ranks for 735 keywords tracked in Search Atlas Site Explorer, with an estimated Domain Power of 26/100. Keywords already at position #1 are almost entirely branded — the business's own name — which reflects the Google Business Profile, not any content or link work performed in this project (none was in scope).

"lakeside spa" #1
"spa lakeside" #1
"lakeside spa calgary" #1
"lakeside spa reviews" #1
"lakeside massage" #1
"spa near me" #13
"lakeside spa calgary ab" #1

This is documented here as a baseline for any future phase — not a metric this refresh was expected to move. Category and near-me terms like “spa near me” would require the content work this project didn’t include.

Reputation and local-pack standing, as of launch.

4.48★

Average rating across 272 reviews

76.8%

Five-star reviews (209 of 272)

9.5

Avg. local map-pack rank (4 tracked terms)

One operational note unrelated to the refresh: only 52 of 272 reviews (19.1%) have an owner reply. Review reply rate is a Google local-ranking signal and a trust signal to prospective clients — a low-cost item worth picking up separately from this project's scope.

Link authority is a growth-phase lever, not a a design-refresh one.

The domain carries 1,017 backlinks from 204 referring domains — noted here for completeness, not as a result of this engagement. A meaningful share of those referring domains are low-authority link-farm and paid-backlink sources rather than relevant, earned placements, which is a likely contributor to the low Authority pillar score (12/100). A backlink cleanup and a deliberate, relevant link-building program would be new scope, not an extension of the refresh work completed.

What's outside this project's scope — and what it would take to move traffic next.

None of the items below were part of the completed refresh. They're listed to show what a future SEO/content phase would need to include if organic growth becomes the goal.

Content build-out — close the Content pillar gap (34/100) with service-page depth and blog content mapped to non-branded, category-intent keywords like "spa near me" and "massage calgary."
Authority & backlink cleanup — disavow low-quality referring domains and begin a relevant local link-building program to move Authority off its current 12/100.
Review response program — clear the 220-review reply backlog and establish an ongoing response cadence.

Why there’s no growth chart here — and why that’s by design, not a shortfall.

This project’s deliverable was a redesigned, technically optimized website — not organic traffic growth. Search Console shows impressions and clicks currently running below the pre-refresh baseline, which is normal during a migration’s re-indexing window, and doubly expected given the scope never included the content production or link-building that actually drive rankings.

What is proven: a technically healthy site (84/100, “Good”), structured data deployed sitewide, 231 on-page issues fixed, clean indexability (86 of 100 pages), and full measurement infrastructure (GSC, GBP, OTTO, AI visibility) now in place to track any future phase honestly.

What would require new scope: organic traffic growth, non-branded keyword rankings, and backlink authority — all Content/Authority-pillar work that sits outside a design-and-technical refresh.