01 / THE STORY
Context: different programs, different customer decisions
Swysh Den is an indoor basketball business in Scottsdale, Arizona, with training, memberships, camps, court use and birthday parties. A family looking for an after-school program has different questions from a player looking for a skills clinic or a parent planning a birthday.
The business already had organic search activity before the latest SEO work. Our job was to build on that base with clearer program content, better inquiry paths and measurement that could distinguish search activity from advertising traffic.
02 / THE STORY
What we changed
Timpson Marketing rebuilt and organized the live website. The August 27 production report documents 62 indexable content pages, consistent canonical and social metadata, updated structured data and an expanded sitemap. Missing URLs were changed to return a real 404 response rather than the homepage.
The content work connected Scottsdale basketball searches to the programs behind them. Five added articles covered after-school basketball, skills clinics, youth training, fall-break camp and pickup basketball. Links from older articles helped visitors move into the newer guides and relevant program pages.
03 / THE STORY
What we observed
On September 17, we compared the Organic Search channel across July 23–August 19 and August 20–September 16. Both periods contained 28 days and the same mix of weekdays.
Organic sessions increased from 1,118 to 1,309: 191 additional visits, or 17.1%. Engaged organic sessions increased from 670 to 748.
The quality picture was mixed. Although more engaged visits were recorded, the engagement rate declined from 59.93% to 57.14%. Paid-social traffic also increased during the period, but it is excluded from the organic comparison shown here.
04 / THE STORY
Read the increase alongside engagement
The measured gain is 191 organic sessions and 78 engaged organic sessions. Engagement rate moved from 59.93% to 57.14%, so the higher visit count did not come with an increase in every engagement measure.
Paid-social traffic is excluded. Key-event definitions changed during the period, so this case makes no comparison of new members, unique inquiries or completed bookings.
Source & scope
GA4 Traffic acquisition, reviewed September 17, 2026.
July 23–August 19 versus August 20–September 16, 2026. GA4, Organic Search, All Users. Visits, not memberships or unique leads.
A selected client result. Individual results vary. Timpson Marketing retains the underlying report and verification notes.