NewSpace Success Story
NewSpace has long been recognized as one of the most established companies in their industry. Despite their longevity and strong reputation, they were consistently being outranked on Google by newer competitors. In some cases, they were even competing against brands whose names exactly matched the products NewSpace sells.
They should have been leading the search results. They weren’t.
That’s when NewSpace partnered with Timmermann Group to identify the issues limiting organic performance and develop a structured SEO strategy designed to support long-term growth.
The Challenge
Following a full site analysis and onsite discovery process, TG identified the core issue quickly: severe over-optimization and keyword cannibalization.
Geo-modified keywords were aggressively used across the homepage, product category pages, gallery pages, blog content, and URL structures. Instead of strengthening rankings, multiple pages were competing for the same keywords, diluting authority and preventing any single page from ranking at its full potential.
As a result, search engines struggled to determine which pages should rank for NewSpace’s most valuable searches, limiting visibility across core service categories.
How TG Helped
After a full site analysis and an on-site visit to better understand NewSpace’s operations, TG quickly identified the core issue: severe over-optimization and keyword cannibalization.
This required a measure three times, cut once approach.
Rather than rushing into changes, we developed a structured SEO strategy centered around NewSpace’s highest-value offering: closet systems. From there, supporting categories such as home offices and pantry organization were strategically aligned to support overall site performance.
The strategy focused on strengthening the homepage, optimizing service pages, resolving keyword cannibalization, improving site structure, and creating a stronger foundation for long-term organic growth.
Homepage Optimization
Strengthening the Primary Ranking Asset
TG strengthened the homepage as the primary ranking asset for high-value St. Louis closet and home organization keywords.
By consolidating authority around these core search terms, the homepage became a stronger foundation for the site’s overall organic visibility and helped reinforce NewSpace’s position within its most important service categories.
Service Page Optimization
Giving Every Service Page a Job to Do
Individual service pages were optimized around revenue-driving keywords tied to NewSpace’s core offerings.
Closets, home organization, home offices, garages, pantries, and wall beds each received dedicated optimization efforts designed to strengthen relevance, improve ranking opportunities, and support clearer alignment between search intent and page content.
Keyword Strategy & Internal Linking
Untangling Years of SEO Overlap
A detailed keyword mapping strategy was implemented to ensure each page had a distinct purpose within the overall SEO strategy.
Keywords were mapped to the correct landing pages, keyword cannibalization was resolved across core pages, and the internal linking structure was improved to reinforce topical relationships throughout the site. Legacy pages were also audited to eliminate competing signals that were limiting performance.
As rankings improved, Google began surfacing additional cannibalization issues throughout the site. This signaled that the site’s structure was gaining clarity, allowing deeper conflicts to become visible and be addressed as part of the ongoing optimization process.
Content Development & Blog Optimization
Building Depth Beyond the Core Services
TG optimized existing blog content and developed new, relevant content designed to strengthen topical authority across closet, home office, pantry, and organization-related searches.
These efforts helped reinforce NewSpace’s expertise across key service areas while supporting broader visibility throughout the organic search landscape.
Technical SEO & Backlink Acquisition
Building a Stronger SEO Foundation
Technical SEO improvements were implemented to improve crawlability and strengthen the website’s overall foundation.
We also continued backlink acquisition efforts designed to support domain authority and help NewSpace compete more effectively within organic search results. Together, these efforts created a stronger framework for sustainable growth and aligned with modern SEO best practices.
Results
What Happens When SEO Starts Working Together
By resolving the structural SEO conflicts limiting visibility, NewSpace experienced significant improvements in both rankings and organic performance.
Search visibility nearly doubled, with NewSpace now ranking for more than 1,400 keywords across closets and home organization-related searches. Home office-related keywords now hold #1 rankings, strengthening visibility for one of NewSpace’s key service categories.
Organic conversions increased by 40% year over year, while engagement quality improved through a significantly lower bounce rate and stronger on-site engagement metrics.
NewSpace also improved from position #6 to #1 for “laundry organization company St. Louis,” further strengthening visibility for high-intent local searches.
NewSpace should have been leading the search results all along. Today, their organic visibility is much better aligned with the authority and reputation they’ve built over the years in business.
By addressing over-optimization, resolving keyword cannibalization, and creating a more strategic SEO foundation, TG helped turn years of untapped organic potential into measurable growth.