CASE STUDIES
SURFACE EDGE
The Challenge
GREAT PRODUCTS MUST BE DISCOVERABLE
Commercial flooring buyers often start with a specification, a material question, or a desired appearance not a manufacturer name. They compare performance, formats, and collections before requesting samples or contacting a representative. For Surface Edge, that means Google Search visibility matters at the collection and product-page level, not just on the homepage.
The opportunity was to make existing product information easier to encounter during that research journey while keeping the site useful for professionals evaluating flooring options.
THE TRASNFORMATION
57.2%
IMPROVEMENT IN AVERAGE SEARCH POSITION
In a U.S. year-over-year Google Search Console comparison, Surface Edge’s sitewide average position moved from 22.76 to 9.75. This represents a 57.2% reduction in the numerical average position; lower numbers indicate higher placement in search results.
The change in Google Search visibility means the site appeared closer to the top of search results across the queries represented in the comparison. It does not mean every individual keyword ranked in position nine.
Source: Google Search Console, United States, year-over-year average-position comparison.
Google Analytics 4 also recorded 1,372 organic search sessions from Google, Bing, and Yahoo combined between January 1 and October 13, 2026. This traffic provides context for the importance of organic discovery, but it should not be interpreted as 1,372 leads or attributed entirely to a single optimization.
THE RESULTS
The most useful outcome was not only a stronger sitewide average. Three specific product pages improved from average positions worse than 30 to averages within the top 10 in the U.S. year-over-year comparison. This is where Google Search visibility becomes more relevant to product selection: buyers can encounter individual flooring options while comparing finishes, installation formats, and performance requirements.
REAL PRODUCTS, REAL MOVEMENT
Loose lay luxury vinyl
30.48 → 6.03 average position
24.5 positions higher on average
Dryback luxury vinyl, 7 × 48 inches
36.02 → 7.82 average position
28.2 positions higher on average
Dryback luxury vinyl, 7 × 48 inches
54.51 → 9.28 average position
45.2 positions higher on average
The homepage also moved from an average position of 12.56 to 5.21. Together, these results show why Google Search visibility should be assessed at both the overall website level and the pages that represent actual products.
THE BUYER JOURNEY
FROM SEARCH QUESTION TO PRODUCT SHORTLIST
A property manager researching a durable floor for a multifamily renovation may search for a material category first. A designer might start with color, installation type, or a specific collection. Better search placement creates more chances for a relevant Surface Edge page to appear during that evaluation.
The goal is not simply to attract more visits. It is to help buyers reach useful product details and identify an appropriate next step, whether that is comparing collections, requesting samples, or connecting with a representative.
This is why Google Search visibility works best alongside clear page content and practical conversion paths. A higher position is valuable when the landing page also helps a buyer make progress.
THE MARKET OPPORTUNITY
Surface Edge operates in a competitive category with substantial existing search demand. Semrush estimates for the U.S. show that buyers search for broad flooring terms every month. These figures describe market interest not traffic delivered to Surface Edge.
BE VISIBLE WHEN OPTIONS ARE COMPARED
A manufacturer does not need every broad flooring search to become a customer. Instead, stronger Google Search visibility helps relevant product and collection pages participate in the right conversations. Useful content can answer the practical questions that determine whether a brand makes a buyer’s shortlist.
For manufacturers and distributors, that may mean making product categories easier to navigate, clarifying performance information, and linking visitors to samples or representatives when they are ready.
JAST MEDIA APPROACH
TECHNICAL AND PRODUCT SEO
Site architecture, crawlability, indexability, and useful collection content support Google Search visibility. Product-page SEO also helps match information about formats and applications to the language buyers use in search.
RESEARCH AND CONTENT
Keyword and intent research can identify the questions architects, developers, and purchasing teams ask. Content optimization makes answers easier to understand and gives product pages a clearer role in the research process.
MEASUREMENT THAT MEANS SOMETHING
Search Console and GA4 help distinguish average search position, organic sessions, and meaningful user activity. That distinction matters because better Google Search visibility is an opportunity for discovery not proof of a sale by itself.
PATHS TO ACTION
Sample requests, quote inquiries, representative contacts, and well-placed calls to action help buyers move from researching a product to starting a business conversation. Explore JAST Media’s consultation options to discuss how those paths can be improved.
THE TAKEAWAY
GREAT PRODUCTS DESERVE TO BE FOUND
Surface Edge’s year-over-year search results show the value of looking beyond a homepage or a single keyword. Three product pages reached top-10 average positions, while the overall site moved from 22.76 to 9.75. For brands serving professionals with specific material requirements, Google Search visibility can help bring the right product into consideration earlier.
The next question for any manufacturer is straightforward: when a buyer searches for a product like yours, will they discover your collection or a competitor’s?
LET’S GROW YOUR VISIBILITY
TURN SEARCH VISIBILITY INTO REAL OPPORTUNITY
From stronger Google rankings to better product discovery, JAST Media helps manufacturers and suppliers connect with the buyers searching for what they offer
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