{"id":20539,"date":"2026-11-13T13:57:39","date_gmt":"2026-11-13T18:57:39","guid":{"rendered":"https:\/\/www.mozalami.com\/?page_id=20539"},"modified":"2026-11-13T13:57:39","modified_gmt":"2026-11-13T18:57:39","slug":"water-play-manufacturer-ca-us","status":"publish","type":"page","link":"https:\/\/www.mozalami.com\/en\/case-studies\/water-play-manufacturer-ca-us\/","title":{"rendered":"Water Play Manufacturer"},"content":{"rendered":"\n<div class=\"mz\" id=\"top\">\n<header class=\"mz-header\"><div class=\"mz-wrap mz-nav\">\n<a class=\"mz-logo\" href=\"https:\/\/www.mozalami.com\/en\/\"><img loading=\"lazy\" decoding=\"async\" class=\"mz-logo-img wp-image-20498\" src=\"https:\/\/www.mozalami.com\/wp-content\/uploads\/2026\/10\/logo-2.png\" width=\"76\" height=\"70\" alt=\"Mozalami\"><span>Moza<b>lami<\/b><\/span><\/a>\n<nav class=\"mz-menu\"><ul><li><a href=\"https:\/\/www.mozalami.com\/en\/\">SEO Consultant<\/a><\/li><li><a href=\"https:\/\/www.mozalami.com\/en\/#mohammed-alami\">Mohammed Alami<\/a><\/li><li><a href=\"https:\/\/www.mozalami.com\/en\/#ce-que-je-fais\">What I Do<\/a><\/li><li><a href=\"https:\/\/www.mozalami.com\/en\/#comment\">How I Do It<\/a><\/li><li><a href=\"https:\/\/www.mozalami.com\/en\/#temoignages\">Testimonials<\/a><\/li><li><a href=\"https:\/\/www.mozalami.com\/en\/#faq\">FAQ<\/a><\/li><li><a href=\"https:\/\/www.mozalami.com\/en\/#contact\">Contact<\/a><\/li><\/ul><\/nav>\n<div class=\"mz-right\"><a class=\"mz-lang\" href=\"https:\/\/www.mozalami.com\/en\/\">FR | <span>EN<\/span><\/a><a class=\"mz-btn\" href=\"https:\/\/www.mozalami.com\/en\/#contact\">CONTACT<\/a><a class=\"mz-call\" href=\"tel:+17058082769\" aria-label=\"Call Mozalami\"><svg viewBox=\"0 0 24 24\" aria-hidden=\"true\"><path d=\"M22 16.9v3a2 2 0 0 1-2.2 2 19.8 19.8 0 0 1-8.6-3.1 19.5 19.5 0 0 1-6-6A19.8 19.8 0 0 1 2.1 4.2 2 2 0 0 1 4.1 2h3a2 2 0 0 1 2 1.7c.1.9.4 1.8.7 2.7a2 2 0 0 1-.5 2.1L8 9.8a16 16 0 0 0 6 6l1.3-1.3a2 2 0 0 1 2.1-.4c.9.3 1.8.6 2.7.7a2 2 0 0 1 1.7 2z\"\/><\/svg><\/a><details class=\"mz-mnav\"><summary aria-label=\"Menu\"><svg viewBox=\"0 0 24 24\" aria-hidden=\"true\"><path d=\"M4 7h16M4 12h16M4 17h16\"\/><\/svg><\/summary><nav class=\"mz-mnav-panel\" aria-label=\"Menu\"><span class=\"mz-mnav-title\">Menu<\/span><ul><li><a href=\"https:\/\/www.mozalami.com\/en\/\" onclick=\"this.closest('details').open=false\">Home<\/a><\/li><li><a href=\"https:\/\/www.mozalami.com\/en\/mohammed-alami\/\" onclick=\"this.closest('details').open=false\">Mohammed Alami<\/a><\/li><li><a href=\"https:\/\/www.mozalami.com\/en\/case-studies\/\" onclick=\"this.closest('details').open=false\">Expert studies<\/a><\/li><li><a href=\"https:\/\/www.mozalami.com\/en\/seo-faq-frequently-asked-questions-about-seo\/\" onclick=\"this.closest('details').open=false\">SEO FAQ<\/a><\/li><\/ul><a class=\"mz-mnav-small\" href=\"https:\/\/www.mozalami.com\/en\/privacy-policy\/\" onclick=\"this.closest('details').open=false\">Privacy policy<\/a><a class=\"mz-mnav-call\" href=\"tel:+17058082769\" onclick=\"this.closest('details').open=false\"><svg viewBox=\"0 0 24 24\" aria-hidden=\"true\"><path d=\"M22 16.9v3a2 2 0 0 1-2.2 2 19.8 19.8 0 0 1-8.6-3.1 19.5 19.5 0 0 1-6-6A19.8 19.8 0 0 1 2.1 4.2 2 2 0 0 1 4.1 2h3a2 2 0 0 1 2 1.7c.1.9.4 1.8.7 2.7a2 2 0 0 1-.5 2.1L8 9.8a16 16 0 0 0 6 6l1.3-1.3a2 2 0 0 1 2.1-.4c.9.3 1.8.6 2.7.7a2 2 0 0 1 1.7 2z\"\/><\/svg>Call<\/a><a class=\"mz-mnav-msg\" href=\"https:\/\/www.mozalami.com\/en\/#contact\" onclick=\"this.closest('details').open=false\">Send a message<\/a><\/nav><\/details><\/div>\n<\/div><\/header>\n\n\n<div class=\"mz-case\">\n  <header>\n    <p class=\"mz-case-eyebrow\">Case study &#8211; Water play manufacturing<\/p>\n    <h1>Case study: aligning a water play manufacturer with the terms its customers search<\/h1>\n    <p class=\"mz-case-sign\">By <strong>Mohammed Alami, SEO Specialist in Montreal<\/strong> &#8211; engagement started in November 2020<\/p>\n  <\/header>\n\n  <ul class=\"mz-case-kpis\" role=\"list\">\n    <li><div class=\"mz-case-kpi mz-case-kpi-hl\"><span class=\"mz-case-kpi-value\">x4.6<\/span>estimated non-brand traffic on target keywords<\/div><\/li>\n    <li><div class=\"mz-case-kpi\"><span class=\"mz-case-kpi-value\">35 -&gt; 4<\/span>position of the main category equipment query<\/div><\/li>\n    <li><div class=\"mz-case-kpi\"><span class=\"mz-case-kpi-value\">+77%<\/span>non-brand organic traffic in the United States<\/div><\/li>\n    <li><div class=\"mz-case-kpi\"><span class=\"mz-case-kpi-value\">x2<\/span>organic traffic Canada + United States in 2 years<\/div><\/li>\n  <\/ul>\n\n  <section>\n    <h2>Context<\/h2>\n    <p>A Canadian water play manufacturer, active in Canada and the United States, names its flagship product with its registered brand. Internet users search for a generic term instead, and demand for it doubles, then triples in 2022 in both markets. To protect its brand, management first refuses to use this term, and the site stays on page 2 for this query. The engagement starts in November 2020.<\/p>\n  <\/section>\n\n  <section>\n    <h2>Actions<\/h2>\n    <ul>\n      <li>Presentation to management, based on measured search demand, to adopt the generic term people use next to the registered brand.<\/li>\n      <li>New product page aligned with this term, published in February 2023.<\/li>\n      <li>Targeted links to product pages, including new links placed in older blog posts in May 2023.<\/li>\n      <li>About page renewed in April 2023, and Google Business Profile listing, to strengthen the manufacturer&#8217;s credibility.<\/li>\n    <\/ul>\n  <\/section>\n\n  <section>\n    <h2>Results (Q1 2021 &#8211; Q1 2024)<\/h2>\n    <div class=\"mz-case-charts\">\n      <figure>\n        <figcaption>Estimated non-brand traffic, target keywords (index 100 = Q1 2021)<\/figcaption>\n        <svg viewBox=\"0 0 320 200\" role=\"img\">\n          <title>Estimated non-brand traffic on target keywords, index 100 in Q1 2021: 100 in Q1 2021, 458 in Q1 2024<\/title>\n          <line class=\"mz-case-axis\" x1=\"20\" y1=\"170\" x2=\"300\" y2=\"170\"\/>\n          <rect class=\"mz-case-prev\" x=\"60\" y=\"140\" width=\"70\" height=\"30\" rx=\"3\"\/>\n          <text class=\"mz-case-val\" x=\"95\" y=\"132\" text-anchor=\"middle\" font-size=\"16\">100<\/text>\n          <text class=\"mz-case-lab\" x=\"95\" y=\"190\" text-anchor=\"middle\" font-size=\"14\">Q1 2021<\/text>\n          <rect class=\"mz-case-now\" x=\"190\" y=\"33\" width=\"70\" height=\"137\" rx=\"3\"\/>\n          <text class=\"mz-case-val\" x=\"225\" y=\"25\" text-anchor=\"middle\" font-size=\"16\">458<\/text>\n          <text class=\"mz-case-lab\" x=\"225\" y=\"190\" text-anchor=\"middle\" font-size=\"14\">Q1 2024<\/text>\n        <\/svg>\n      <\/figure>\n      <figure>\n        <figcaption>Google position of 4 category queries (lower = better)<\/figcaption>\n        <svg viewBox=\"0 0 320 176\" role=\"img\">\n          <title>Google position of 4 category queries, January 4 then June 30, 2023: equipment 35 then 4, design 13 then 8, manufacturer 8 then 2, manufacturers 8 then 4<\/title>\n          <line class=\"mz-case-axis\" x1=\"100\" y1=\"2\" x2=\"100\" y2=\"172\"\/>\n          <g font-size=\"14\">\n            <text class=\"mz-case-lab\" x=\"0\" y=\"25\">Equipment<\/text>\n            <rect class=\"mz-case-prev\" x=\"100\" y=\"8\" width=\"160\" height=\"12\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"266\" y=\"19\" font-size=\"13\">35<\/text>\n            <rect class=\"mz-case-now\" x=\"100\" y=\"22\" width=\"18.3\" height=\"12\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"124\" y=\"33\" font-size=\"13\">4<\/text>\n            <text class=\"mz-case-lab\" x=\"0\" y=\"69\">Design<\/text>\n            <rect class=\"mz-case-prev\" x=\"100\" y=\"52\" width=\"59.4\" height=\"12\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"165\" y=\"63\" font-size=\"13\">13<\/text>\n            <rect class=\"mz-case-now\" x=\"100\" y=\"66\" width=\"36.6\" height=\"12\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"142\" y=\"77\" font-size=\"13\">8<\/text>\n            <text class=\"mz-case-lab\" x=\"0\" y=\"113\">Manufacturer<\/text>\n            <rect class=\"mz-case-prev\" x=\"100\" y=\"96\" width=\"36.6\" height=\"12\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"142\" y=\"107\" font-size=\"13\">8<\/text>\n            <rect class=\"mz-case-now\" x=\"100\" y=\"110\" width=\"9.1\" height=\"12\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"115\" y=\"121\" font-size=\"13\">2<\/text>\n            <text class=\"mz-case-lab\" x=\"0\" y=\"157\">Manufacturers<\/text>\n            <rect class=\"mz-case-prev\" x=\"100\" y=\"140\" width=\"36.6\" height=\"12\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"142\" y=\"151\" font-size=\"13\">8<\/text>\n            <rect class=\"mz-case-now\" x=\"100\" y=\"154\" width=\"18.3\" height=\"12\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"124\" y=\"165\" font-size=\"13\">4<\/text>\n          <\/g>\n        <\/svg>\n        <ul class=\"mz-case-legend\" role=\"list\"><li><span class=\"mz-case-swatch mz-case-prev\" aria-hidden=\"true\"><\/span>Jan 4, 2023<\/li><li><span class=\"mz-case-swatch mz-case-now\" aria-hidden=\"true\"><\/span>Jun 30, 2023<\/li><\/ul>\n      <\/figure>\n      <figure>\n        <figcaption>Organic traffic by country, Q1 2024 vs Q1 2023 (%)<\/figcaption>\n        <svg viewBox=\"0 0 320 125\" role=\"img\">\n          <title>Change in organic traffic, Q1 2024 vs Q1 2023: United States non-brand +77%, brand +17%; Canada non-brand +78%, brand +130%<\/title>\n          <line class=\"mz-case-axis\" x1=\"100\" y1=\"6\" x2=\"100\" y2=\"116\"\/>\n          <text class=\"mz-case-lab\" x=\"0\" y=\"37\" font-size=\"14\">United States<\/text>\n          <rect class=\"mz-case-now\" x=\"100\" y=\"16\" width=\"92.4\" height=\"14\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"198\" y=\"28\" font-size=\"14\">+77%<\/text>\n          <rect class=\"mz-case-prev\" x=\"100\" y=\"34\" width=\"20.4\" height=\"14\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"126\" y=\"46\" font-size=\"14\">+17%<\/text>\n          <text class=\"mz-case-lab\" x=\"0\" y=\"97\" font-size=\"14\">Canada<\/text>\n          <rect class=\"mz-case-now\" x=\"100\" y=\"76\" width=\"93.6\" height=\"14\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"199\" y=\"88\" font-size=\"14\">+78%<\/text>\n          <rect class=\"mz-case-prev\" x=\"100\" y=\"94\" width=\"156\" height=\"14\" rx=\"2\"\/><text class=\"mz-case-val\" x=\"262\" y=\"106\" font-size=\"14\">+130%<\/text>\n        <\/svg>\n        <ul class=\"mz-case-legend\" role=\"list\"><li><span class=\"mz-case-swatch mz-case-now\" aria-hidden=\"true\"><\/span>Non-brand<\/li><li><span class=\"mz-case-swatch mz-case-prev\" aria-hidden=\"true\"><\/span>Brand<\/li><\/ul>\n      <\/figure>\n      <figure>\n        <figcaption>Organic traffic Canada + United States (index 100 = Q1 2022)<\/figcaption>\n        <svg viewBox=\"0 0 320 200\" role=\"img\">\n          <title>Organic traffic Canada and United States, index 100 in Q1 2022: 100 in Q1 2022, 112 in Q1 2023, 198 in Q1 2024<\/title>\n          <line class=\"mz-case-axis\" x1=\"20\" y1=\"170\" x2=\"300\" y2=\"170\"\/>\n          <rect class=\"mz-case-prev\" x=\"40\" y=\"100\" width=\"70\" height=\"70\" rx=\"3\"\/>\n          <text class=\"mz-case-val\" x=\"75\" y=\"92\" text-anchor=\"middle\" font-size=\"16\">100<\/text>\n          <text class=\"mz-case-lab\" x=\"75\" y=\"190\" text-anchor=\"middle\" font-size=\"14\">Q1 2022<\/text>\n          <rect class=\"mz-case-prev\" x=\"125\" y=\"91.6\" width=\"70\" height=\"78.4\" rx=\"3\"\/>\n          <text class=\"mz-case-val\" x=\"160\" y=\"84\" text-anchor=\"middle\" font-size=\"16\">112<\/text>\n          <text class=\"mz-case-lab\" x=\"160\" y=\"190\" text-anchor=\"middle\" font-size=\"14\">Q1 2023<\/text>\n          <rect class=\"mz-case-now\" x=\"210\" y=\"31.4\" width=\"70\" height=\"138.6\" rx=\"3\"\/>\n          <text class=\"mz-case-val\" x=\"245\" y=\"23\" text-anchor=\"middle\" font-size=\"16\">198<\/text>\n          <text class=\"mz-case-lab\" x=\"245\" y=\"190\" text-anchor=\"middle\" font-size=\"14\">Q1 2024<\/text>\n        <\/svg>\n      <\/figure>\n    <\/div>\n    <ul>\n      <li>Estimated non-brand traffic on target keywords: x4.6 since the first quarter of 2021, or 5.7 times that of the next competitor.<\/li>\n      <li>Category queries: the equipment query moves from position 35 to 4, the &#8220;manufacturer&#8221; query from 8 to 2 (January -&gt; June 2023).<\/li>\n      <li>Product page aligned with the generic term: organic traffic +50% in one year, +70% in the United States (Q1 2023).<\/li>\n      <li>Non-brand organic traffic: United States +77%, Canada +78%. Brand: United States +17%, Canada +130% (Q1 2024 vs Q1 2023).<\/li>\n    <\/ul>\n    <figure class=\"mz-case-quote\">\n      <blockquote><p>&#8220;Mohammed and I collaborated on a massive website\/SEO project for a client over the course of 3 years. There are just so many positives! He is so incredibly knowledgeable, and he works very hard to stay up to date [&#8230;]&#8221;<\/p><\/blockquote>\n      <figcaption>Marketing and communications strategist<\/figcaption>\n    <\/figure>\n  <\/section>\n\n  <aside class=\"mz-case-view\">\n    <h2>The SEO, GEO and AI Search Expert&#8217;s View<\/h2>\n    <p>As an SEO specialist, I see that this manufacturer could have missed a doubling of its organic traffic in Canada and the United States, and its growth in the American market. A brand rule or a legal constraint, legitimate in itself, can rule out the term people actually search for, and no technical work can make up for it. Each restriction of this kind deserves to be quantified from real demand, then reviewed with management and the legal team before the site&#8217;s vocabulary is set.<\/p>\n  <\/aside>\n\n  <p class=\"mz-case-src\">Sources: Google Search Console, GA4, Semrush.<\/p>\n  <a class=\"mz-case-cta\" href=\"https:\/\/www.mozalami.com\/en\/#contact\">Let&#8217;s discuss your project<\/a>\n<\/div>\n\n\n<footer class=\"mz-foot\"><div class=\"mz-wrap mz-row\"><div>By <a href=\"https:\/\/www.google.com\/search?kgmid=\/m\/0j4h72x\" target=\"_blank\" rel=\"noopener\" title=\"Mohammed ALAMI - GEO Expert, Engineer &amp; M.Sc. HEC\">Mohammed ALAMI (GEO, Eng. &amp; M.Sc.)<\/a> \u2022 Founder of <a href=\"https:\/\/www.google.com\/search?kgmid=\/m\/011_ypgp\" target=\"_blank\" rel=\"noopener\" title=\"Mozalami - SEO Canada\">Mozalami (SEO Canada)<\/a><\/div><div><a href=\"https:\/\/www.mozalami.com\/en\/mohammed-alami\/\">Mohammed ALAMI (Bio)<\/a> | <a href=\"https:\/\/mohammed-alami.com\/\" target=\"_blank\" rel=\"noopener\">Public Profile \u2013 Fractional SEO Advisor<\/a> | <a href=\"https:\/\/www.mozalami.com\/en\/seo-faq-frequently-asked-questions-about-seo\/\">FAQ<\/a> | <a href=\"https:\/\/www.mozalami.com\/en\/privacy-policy\/\">Privacy Policy<\/a> | <a href=\"https:\/\/www.mozalami.com\/blog\/\">Blog (French Only)<\/a><\/div><\/div><\/footer>\n<nav class=\"mz-thumb\" aria-label=\"Navigation\"><a href=\"https:\/\/www.mozalami.com\/en\/\"><svg viewBox=\"0 0 24 24\"><path d=\"M3 11l9-8 9 8v10h-6v-6H9v6H3z\"\/><\/svg>Home<\/a><a href=\"https:\/\/www.mozalami.com\/en\/#services\"><svg viewBox=\"0 0 24 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Alami Expert studies SEO FAQ Privacy policyCallSend a message Case study &#8211; Water play manufacturing Case study: aligning a water play manufacturer with the terms its customers search By Mohammed Alami, SEO Specialist in &#8230; <a title=\"Water Play Manufacturer\" class=\"read-more\" href=\"https:\/\/www.mozalami.com\/en\/case-studies\/water-play-manufacturer-ca-us\/\" aria-label=\"Read more about Water Play Manufacturer\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":20537,"menu_order":2,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-20539","page","type-page","status-publish"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEO Case Study: Water Play Manufacturer | Mozalami<\/title>\n<meta name=\"description\" content=\"Non-brand traffic x4.6 and position 35 to 4 on the key query: how a 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