Asphalt Kingdom

Coalition Technologies drove 766.9% YoY growth in AI search sessions for a B2B ecommerce supplier in the asphalt and pavement industry through technical SEO and AI SEO.

Overview

Asphalt Kingdom is an ecommerce brand serving contractors with equipment, materials, training, and tools to complete asphalt jobs. After years of strong organic visibility, the brand experienced a continued decline in traffic, rankings, and conversions. Paid media performance was also affected by tracking issues, inefficient targeting, and wasted spend.

Their goal was to reverse the traffic decline, recover top-ranking keywords they once owned, and address the fact that competitors were now outranking them across critical search terms. Beyond recovery, they wanted to rebuild their organic presence in a way that prepares the brand to perform and lead in generative search results, not just traditional rankings.

See how our suite of digital marketing services helped to stop the decline, fixed structural and technical issues, rebuilt organic visibility, improved paid media efficiency, and positioned the brand to perform well across traditional search and emerging AI-driven search experiences.

Problem

The client was concerned about the sustained drop in organic traffic. The brand had previously ranked number one for several high-value keywords, but competitors had since overtaken those positions. Traffic had fallen significantly, and conversions declined alongside it.

Despite having strong content depth, the site had a suboptimal layout, poor navigation, as well as weak internal linking, technical SEO gaps, duplicate pages, and engagement issues on key tools such as calculators. The site had large volumes of links being disavowed each month. At the same time, paid campaigns were draining budget due to poor geographic targeting, mixed match types, and broken or unreliable conversion tracking.

As a seasonal business, month-over-month comparisons were misleading, making it harder to diagnose performance without a clear year-over-year strategy. The brand’s top priority was clear: stop the bleeding, recover lost visibility, and prepare for how search is changing.

Equipment page on Asphalt Kingdom showing duplicate navigation tabs

Solution

Image showing updated navigation menu for Asphalt Kingdom

Search Engine Optimization (SEO)

We began with a full technical and content audit to identify ranking losses, crawl issues, duplicate pages, and missed internal linking opportunities. Priority keywords that had lost rankings were mapped to existing pages, and internal links were rebuilt to reinforce relevance and authority.

We resolved duplicate calculator pages, improved page layouts, and updated the navigation to make product categories easier to access. Featured and best-selling product carousels were added to the homepage, aligning the site with how Google currently evaluates ecommerce relevance.

Engagement improvements were implemented across key pages. These included adding “View Product” CTAs alongside “Add to Cart,” linking product images directly to product pages, surfacing related products after calculator usage, and redesigning related links into more visual, clickable elements. Sticky headers were added on mobile and desktop to keep phone calls accessible at all times.

Tracking issues across Google Analytics (GA), Google Tag Manager (GTM), and Microsoft Clarity were reviewed and corrected to ensure performance data was reliable going forward. Off-site, our team participated in relevant discussions on platforms such as Reddit, providing real answers to contractor questions and linking back to Asphalt Kingdom where appropriate. This helped reinforce authority beyond the website itself.

Updated Add to Cart CTA on product page for Asphalt Kingdom

AI SEO

To prepare Asphalt Kingdom for generative search results, we optimized key pages using natural, conversational language that mirrors how people ask questions in AI tools. Structured data was added to help large language models better understand product relationships, site structure, and intent.

The robots.txt file was updated to allow LLM crawlers to properly index the site. We also implemented the Bing IndexNow API to accelerate indexing across search engines that power AI results.

Google AI Screenshot for search query: how long before you can drive on sealed driveway?

Pay Per Click (PPC)

We identified and corrected major conversion tracking issues with paid campaigns. Campaigns were serving traffic from outside intended markets, leading to wasted spend and poor performance.

Geographic targeting and budget allocation were restructured to prioritize high-performing regions while reopening opportunities in markets such as Canada. Branded campaigns were cleaned up to refocus ad spend on exact match terms with proven intent and revenue impact rather than broad match keywords. Bidding strategies were aligned to conversion-focused goals,  and improving returns of ad spend (ROAS).

50% off BFCM Ad for Courses for Asphalt Kingdom
PPC Ad for Asphalt Kingdom

Amazon PPC

We identified and corrected major conversion tracking issues with paid campaigns. Campaigns were serving traffic from outside intended markets, leading to wasted spend and poor performance.

Geographic targeting and budget allocation were restructured to prioritize high-performing regions while reopening opportunities in markets such as Canada. Branded campaigns were cleaned up to refocus ad spend on exact match terms with proven intent and revenue impact rather than broad match keywords. Bidding strategies were aligned to conversion-focused goals,  and improving returns of ad spend (ROAS).

Results

Asphalt Kingdom is positioned for recovery and sustainable growth across organic search, paid media, Amazon, and AI-driven discovery platforms. Organic visibility has stabilized, engagement has improved across high-intent pages, and paid media efficiency increased while reducing wasted spend. Year over year, Asphalt Kingdom AI sessions increased by 766.9%. 

Chart showing year over year growth in AI sessions for Asphalt Kingdom

Total users in AI platforms increased by 604% year over year.

Year over year growth in AI Total Users for Asphalt Kingdom

Local citations grew as optimized listings helped improve visibility, highlight products and services, and increase engagement with nearby customers. The brand saw improvements in return on ad spend, clicks, and conversions. Tracking accuracy was restored. Most importantly, the foundation is now in place to regain lost rankings, compete in generative search results, and grow year over year in a seasonal market.

Google Ads click-through rates rose 138.6% year-over-year, with a return on ad spend (ROAS) of 26.31x. Sales value grew by 223.9%, while Amazon PPC saw a 13.6x ROAS.

604%

Increase

in AI Users

224%

Increase

in Sales Value

2631%

Return

on Google Ads Spend