Case study · Mahjong Standard
From nothing to daily organic traffic in 90 days
Mahjong Standard teaches American mahjong in the South Denver Metro area. Courtney came to Gameplan with a business idea and nothing else. We built the brand, website, and SEO architecture from scratch. In the first 90 days, the site drew 340 clicks and 3,930 impressions.
The number worth noting
8.7% CTR
The industry average click-through rate at positions 10 to 20 is 3 to 4%. Mahjong Standard's pages earned more than double that before the rankings had fully matured. Titles and descriptions written to earn the click, not just to match a keyword.
What we built
Brand, website, and SEO architecture.
All built before the business went live
Brand identity from scratch
Colours, typography, and visual direction created before the site existed. No existing assets to reverse-engineer.
Positioning and messaging
Who Mahjong Standard is for, what sets it apart, and how to say it. The brief every page is built from.
Site architecture mapped to search
Every page planned around a specific search query before a word was written. The structure is a keyword strategy, not a guess.
Technical performance
95+ on Google PageSpeed (mobile) from day one. Inline CSS, optimised images, zero render-blocking resources.
Local SEO
Pages targeting South Denver Metro searches, local schema markup, and geo-specific copy to capture the right audience.
Informational content coverage
Pages covering the questions buyers ask before they commit: what American mahjong is, how it differs from other versions, where to start.
Structured data and schema
JSON-LD on every page so Google and AI models understand the business, its location, and what it offers.
AEO architecture
Content structured to appear as cited answers in ChatGPT, Perplexity, and Google AI Overviews. Not just ranked. Cited.
Click-optimised titles and descriptions
Every meta title and description written to earn a click at any ranking position. The 8.7% CTR is the result.
The results
What the first three months looked like
in Google Search Console
Months one and two were quiet, normal for a new domain. Around week eight, the curve steepened. By month three, Mahjong Standard was hitting consistent daily traffic with strong days showing 160 to 180 impressions. The foundation was ready before the business started moving, so when it moved, the compounding started immediately.
See how it works
Want your foundation built right before your business starts moving?
We build the brand, the site, and the search architecture, then run the ongoing work so the compounding starts sooner. Start with a free audit.