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Traffic and engagement highlights
Key engagement metrics to watch:
- Sessions: 6,750. A session is a visit to your website.
- Users: 6,250 total; 6,100 new users.
- Organic search: Responsible for 52.5% of sessions.
- Engagement rate: 33.5% (slight dip). Engagement rate measures the proportion of sessions that meet your engagement criteria, such as time on page or events.
- Pageviews: 8,020 (+13.9%).
- Key conversions: 145 (-14.2%).
Top performing landing pages
Your content continues to attract and hold attention. Top initiators of sessions were:
- Eight master bath layout ideas — 936 sessions. This remains a primary traffic driver.
- Home page — 610 sessions, average time on page 1 minute 17 seconds.
- 10 top basement lighting ideas — 346 sessions.
Note: there is an extraneous HubSpot-generated URL showing in reports. It is a temporary artifact and can be ignored for analysis until HubSpot corrects it.
Keyword performance: national and local
We now separate keyword tracking into national rankings and local (Des Moines area) rankings. This gives clearer insight into where your website is competing broadly versus where it dominates locally.
National rankings
Your website holds strong national positions for high-value informational queries:
- Master bathroom layout — position 2 nationally.
- Brand-related master bath layout — position 2.
- Best lighting for basement — position 1 nationally.
Local rankings (Des Moines)
Local visibility is where conversions often happen. For targeted commercial and service-based keywords in Des Moines, your website is performing exceptionally:
- Number one local ranking for seven keywords, including home remodel near me, room additions, whole home renovation contractor near me, and home addition contractor near me.
- Map pack heat maps reflect particularly strong positions in the northwestern quadrant for queries like remodeler, home remodeler, interior design, and basement remodeler.
Local rankings are tracked separately because search intent and ranking factors differ between national and geo-targeted searches.
Top keyword movers
Content-focused efforts produced measurable ranking gains for targeted blog posts:
- Spare bathroom remodel ideas moved up 95 positions to land at position 5.
- 5×7 bathroom remodel ideas moved up 94 positions to position 6.
- Remodeling construction moved up 91 positions to position 9.
These jumps show the impact of targeted content creation and on-page optimization for niche long-tail keywords.
Google Business Profile and Search Console
Local search performance and impressions from Google are important for lead generation.
- Google Business Profile (map pack): 997 impressions (down month-over-month) and 92 interactions. There were 56 website clicks from the map pack. An impression in the map pack means your business listing appeared in local results.
- Google Search Console: 1,550 clicks from Google organic search and 392,750 impressions. An impression here is the number of times a result from your website appeared in Google search results.
Optimization work completed
This month we focused on content refinement, on-page signals, backlinks, and technical fixes.
Content and on-page improvements
- Time to ditch the shower tub combo: Content score improved from 62 to 70. Changes included adding an internal link, bolding key phrases, adding relevant keywords, and resubmitting the page for indexing. (Content score is a relative metric representing how well a page matches target keyword signals and topical depth.)
- Should you ask for an itemized estimate: Content score improved from 66 to 77. We added three internal links, four images, more bolded terms, and six new topical terms to deepen relevance.
Internal links help distribute authority and keep users moving through your site, while resubmitting updated pages to Google helps them reflect changes faster in search results.
Backlinks and citations
We recommended a local citation on City Squares, and that was implemented this month. Local directory citations strengthen local SEO signals and consistency of your business information.
Technical fixes
- Resized overly large images on the homepage to improve load times. Faster page load improves user experience and can boost rankings.
- Replaced non-descriptive button text in four places with clearer labels to improve accessibility and click-through behavior.
Final notes
Overall, November was a positive month: more traffic, strong national informational rankings, and continued local dominance for commercial keywords. We will continue the mix of content optimization, local citation management, and technical improvements to convert increased traffic into more reliable leads for your business.
If anything in this report needs clarification or you want to prioritize a specific area next month, we can schedule a call to align on goals and action items.