Seaway Pools & Hot Tubs

Seaway Pools & Hot Tubs have trusted Xi Digital for many years. We have developed a well-rounded and aggressive digital marketing strategy for them which included a full website revamp that required migrating their SEO success to preserve and improve it, in order to increase their brand's image and exposure. We had to make sure that we protected their organic search rankings. This was a delicate procedure that had to be executed very carefully. Read about how we did it!

Seaway Pools & Hot Tubs

Context + Challenges

Seaway Pools & Hot Tubs has been a long-time marketing client of Xi Digital. When they started with us, we primarily managed their PPC campaigns, before they entrusted us with their SEO.

As part of these marketing efforts, we had to get involved in their existing website and content management system, which was Joomla!-based, and we discovered a number of platform quirks that created limitations to what we could do for Seaway. We eventually helped them transition to a better template website solution, and continued to develop new digital campaigns and high-converting landing pages for them creating a website hybrid.

In later 2018, Seaway began to rethink their product offerings to include more product/service categories, with the goal of taking on more full backyard renovations, in addition to swimming pool installations and hot tubs such as high end and professional barbeques.

To accommodate the new, more robust product offerings, Seaway required a more powerful content management system than their existing website offered. They made the decision to build their new website on Xi Digital’s proprietary CMS, Juicebox, trusting us with creating and developing an entirely redesigned custom website that would attract more business.

In addition to strategically designing and developing a more impressive and more effective website, our mission was to not only maintain their successful organic search rankings but to also further improve their digital footprint.

Xi Digital has helped several clients who came to us to rescue or resuscitate their search rankings after making a similar switch with other companies. We are always careful to take every necessary precaution when relaunching a client’s website on a new platform with a new design and new elements. Our team has the knowledge and experience to implement such a delicate procedure in the smartest way to ensure positive results.

Seaway Pools & Hot Tubs on Mobile


Once the website redesign was complete, we needed to make sure it ranked for the new product and service offerings, while maintaining/improving exposure and rankings for what we had already been working on for them.

Without releasing the secret to the Caramilk bar, we can share that we developed a comprehensive SEO strategy to successfully complete our mission. We added optimized content around their new products and services and put it all in front of their targeted audience by optimizing backend and frontend elements and creating a monthly content marketing program for a truly user-focused digital marketing campaign.

This included:

  • Intense keyword and competition research and analysis to identify and go after high volume related search terms
  • Optimizing the website’s tag strategy with the targeted search terms
  • Revising existing frontend content for improved SEO quality
  • Ensuring all existing and new content included conversion-optimized layouts, forms, and calls-to-action
  • Ongoing building of an aggressive backlink profile of high-quality, high-authority links pointing to the new Seaway website
  • Ongoing creation of fresh, user-focused content for both website and off-page efforts, which helps to boost the client’s online authority and rankings on search engines.

Google First Page Results

Search Keywords: pool builders toronto

Search Keywords: pool companies markham

Search Keywords: inground pools richmond hill

Seaway Reviews on Google

Seaway Reviews on

Client Experience

Exceptional customer service, staff and attention to detail. The job isn't done until the customer is happy and Mark, Boris and their team will go above and beyond to make sure of this! Have had 3 websites built with them to date and have web hosting with them too and very happy with all the hard work they have put in and continue to do for me and my clients. Prices are fair, reasonable and competitive and I would highly recommend their services to anyone looking for custom web design, Google advertising and web development.

Nathan Cantkier

We have been working with Xi Digital for a few years now with our online marketing and I am always extremely pleased with the results. The team at Xi Digital goes above and beyond to make sure that all your marketing needs are met. They work with you diligently to ensure that everything is perfect. Mark and Boris attentively and quickly responded to all of our questions and had solutions for all of our concerns. We couldn't be happier with their services. Thank you so much for all your hard work. We highly recommend this company.

Marat R.

We utilized the team at XI-Digital to design and build a website for us as well as work with us on our online marketing.
We couldn’t be happier with their service and dedication to their clients.
We love our website and will continue to work with XI-Digital as we grow.


Matthew Rose

We shopped around and spoke to different companies, but Xi Digital was the only one that really took the time to explain things to me. Very fast turnaround time for having my new website up and running. AdWords were also taken care of by Mark and it has been a fantastic experience. I highly recommend this company. Thanks Mark for everything.

Farah Alani

One of the few companies that truly "under-promise and over-deliver". Thank you for getting us to the top of the first page of Google and keeping us there! Your expertise and superior customer service are greatly appreciated.

Guy Price

What a GREAT company to work with!! From initial consultation to final product Xi Digital was professional, creative and ensured we were happy with the final product!! Mark and the Xi Digital team continue to provide excellent support, communication and share their knowledge anytime we want to make adjustments or add to our website!!

We would highly recommend Xi Digital for your complete internet marketing needs!!!

Ross DePalma

Mark and his team at XI-Digital are a great group of professionals who helped me create my company's website. I had extensive questions and they were always there to answer them. They provided ideas, recommendations and fantastic customer service. If anyone needs to create their website and doesn't know where to start, call Mark and he will help you with content, graphics and videos. He will even create your unique Facebook page that mirrors your website.

Liana Ellis

Working with Mark at Xi Digital has been an absolute pleasure. He made the project easy and stress free . He is very organized and extremely knowledgeable and knows the online market extensively. 

Yien Truong

Mark, Boris & XI Digital are creative, innovative and results oriented. They have always delivered on what they commit to. They provide great suggestions and have terrific products to offer their clients. On behalf of myself and Imagine A Cure for Leukemia we would highly recommend Mark and his team for your web based needs. 

Nara Abrams

XI Digital went way beyond the call of duty! Their genuine passion, creativity, and expertise was truly inspiring. They are an amazing, upstanding bunch of guys who are an absolute pleasure to work with. Having worked with other developers in the past, i have NEVER found such a talented and invested team like XI Digital. I wouldn't think of using any other company for any online projects that I am involved with both big and small

Hayley Hofbauer

The team at Xi-Digital absolutely wowed us with their work. We personally were in contact with Mark, Rafaello, and Boris and they went above and beyond at every step. We were definitely not the easiest customers to work with. Boris was amazingly able to make each and every single one of our small and perhaps tedious requests come to reality and make our website exactly the way we like it. However, the thing that most impressed us was Boris’ response to some requests that may have been difficult to accomplish. He always either knows exactly how to create the features you like or he says, “we’ll find a way to do it”.

With that being said, we definitely shopped around quite a bit before we came back and I’m happy to let everyone reading this know that Xi-Digital didn’t stop accommodating us until we were 100% satisfied and I’m sure they’ll be the same towards you.

Pedram Ghafoori

The group at XI are true professionals that deliver real results. I have the utmost confidence in the team to ensure my requests are being fulfilled in a timely manner and that the final product will exceed my expectations. Regularly, you have to make decisions on where to allocate marketing spend/budget. Sometimes when you invest in a marketing initiative, you are not sure if you are getting the 'bang for your buck' so to speak. However, when working with XI, they ensure that all results are reported on transparently and regularly over time so that you can monitor your marketing investment and ensure it is generating the returns you need. They will also take that strategy and adjust/tweak it over time so that you have a truly optimized program/initiative. 

I would highly recommend XI if you are looking to invest further in the online/digital space.

Matt M

In the world of IT I have found its difficult to find someone who is also a great business person. Someone who returns calls, hits deadlines and is always aware of providing value. Mark and the team at XI Digital have been all of these things and more. I highly recommend him and his team to you. I have recommended him to colleagues many times and he has always delivered. Thanks Mark. Your work makes my life better. 

Randy Taylor

These guys know their niche. We have been cooperating with Mark and his team for many years and we have had always leads coming in. Their marketing skills are phenomenal!

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