We Turned SEO Into Performance Flooring — The Floor Is Yours
ICM Projects doesn’t just install flooring — they build performance. “Ready to perform?” isn’t a slogan; it’s their working philosophy. So we shaped their SEO strategy the same way: stable base, perfect layers, and relentless future-proofing. With 40+ years of experience, A-merk partners, sustainable choices, and a 24/7 mentality, ICM deserved a digital presence as strong as their project floors. From underfloor prep to finishing touches, we transformed their online visibility into a long-term foundation for growth. Now, when prospects search for projectvloeren, one thing is clear: your floor may be their core, but search visibility is ours.
What We Did
We rebuilt ICM Projects’ SEO presence the same way they build high-performance floors: structured, steady, and engineered for real-world results. First, we cleaned and stabilized the technical foundation so Google could read every layer clearly. Then we shaped the “underfloor” of relevance with service-driven pages tuned to business flooring intent. Finally, we added a content layer built on expertise, sustainability, and craftsmanship — the same qualities that define their physical projects. Each improvement locked into the next, turning ICM’s website into a digital showroom where clarity, durability, and performance all worked together.
Tasks:
Built service + intent pages aligned with business flooring solutions
Implemented schema, structural fixes, and strong internal linking
Added expert-driven content grounded in performance, safety, and sustainability
The Turning Point
The breakthrough came when every layer — technical clarity, expert content, and service intent — finally aligned. Once the content went live and the foundation was stable, Google began treating ICM Projects as a true specialist in projectvloeren rather than just another installation company. Keyword clusters started rising together, search intent matched more often, and users landed on pages that actually fit their needs. Authority grew, page depth increased, and performance queries finally had a clear, trusted answer. At that moment, ICM stopped chasing search visibility and started owning it. The floor wasn’t just steady — it was carrying momentum.
How We Implemented It
We applied the ICM philosophy — “Your floor is our core” — to digital visibility. First, we fixed the technical base: crawl issues, missing schema, weak templates, and unclear page structures. This created a smooth, stable “subfloor” for SEO. Then we built relevance on top of it with service-driven landing pages tailored to business flooring needs: PVC, gietvloeren, tapijt, sportvloeren, onderhoud, ondervloeren, and more.
The next layer was authority content. We created 25 AIO articles based on the topics ICM truly owns: sustainability, underfloor preparation, industry-specific flooring, material guidance, performance standards, and maintenance cycles. These pages helped secure 759 ranked keywords and 53 Top 3 positions, giving the brand a stronger presence for both commercial intent and technical expertise.
We matched this with ICM’s sustainability DNA. Every piece of content reflected their commitment to recycling floors, minimizing snijverlies, and collaborating with partners like Uzin Utz, Tarkett, Hebeta, Forbo, and Objectflor — the greenest and most innovative manufacturers in Europe.
Finally, continuous checks and micro-optimizations kept everything performing. That’s how ICM Projects now draws 1,200+ monthly visitors and stands as a visible, reliable, sustainability-forward leader in project flooring.
The floor is theirs.
The visibility is ours.
Results:
MONTHLY VISITORS
RANKED KEYWORDS
TOP 3 POSITION RANKED
AIO ARTICLES
