We Crashed the Flooring SERPs — and Rebuilt Laminaat.nl’s Dominance From the Ground Up
Laminaat.nl didn’t climb the rankings — we laid them. Layer by layer, page by page, we rebuilt their organic footprint until they owned the flooring market from local searches to national intent.
What we did
We rebuilt Laminaat.nl’s search presence the way they lay flooring: layer by layer, zero gaps. First, we stripped out technical clutter—broken templates, missing schema, crawl issues—to create a clean base. Then we installed the underfloor: a nationwide network of local pages that made Laminaat.nl relevant in every postcode that mattered. On top came the core planks: structured, intent-driven category and advice pages built for both humans and algorithms. Finally, we sealed it with continuous monitoring and micro-optimisations. Every layer locked into the next, creating a durable, scalable SEO system that pushed Laminaat.nl to flooring-market dominance.
Tasks:
Built a nationwide local SEO network with city-level landing pages
Reinforced core categories with structured, intent-first content
Fixed technical cracks: schema, crawl flow, and visibility checks
The Turning Point
The breakthrough came when every layer finally locked together. Once the technical base was clean and the local pages were live, Laminaat.nl stopped competing and started compounding. City pages began feeding authority into categories, categories reinforced products, and internal links carried intent across the entire domain. Rankings didn’t rise one by one — they lifted in clusters. Search engines could finally read the site as a coherent, authoritative flooring brand instead of scattered pages fighting for attention. That moment flipped the trajectory: visibility surged, keyword coverage expanded, and Laminaat.nl cemented itself as the flooring reference point across the Netherlands.
How We Implemented It
We built Laminaat.nl’s growth the same way you lay premium laminate: start with the subfloor, lock in each plank, then finish it with precision. The first move was stabilizing the base. We cleaned up crawling, fixed template issues, added complete schema coverage, and rebuilt internal link patterns so search engines finally understood the site’s structure. With a clean foundation, the real scale could begin.
Next came the underfloor: local relevance. We rolled out a nationwide network of city and region pages, each engineered for intent, service queries, and real geographic demand. These pages became the signal boosters that pushed Laminaat.nl into every corner of the Dutch flooring market.
Then we laid the planks — 972 articles across categories, buying guides, product explainers, and knowledge pages. Each piece was structured, interlinked, and built to capture mid- and long-tail searches. This content layer exploded coverage: 12,800 ranked keywords with 2,208 Top 3 positions.
Finally, we polished the floor. Continuous monitoring, schema validation, LUNA-aligned visibility checks, and iterative micro-optimizations turned growth into stability. That’s how Laminaat.nl scaled to 30,000+ monthly visitors and secured its position as the flooring authority.
Layer by layer, the entire SEO system clicked — and stayed locked.
Results:
MONTHLY VISITORS
RANKED KEYWORDS
TOP 3 POSITION RANKED
AIO ARTICLES
Here's the value we've brought to our clients.
Floris Jeurissen - CEO Laminaat.nl
Tech department -
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