Kowalski Granite & Quartz – Grand Haven, Michigan
Kowalski Granite & Quartz has fabricated and installed granite, quartz and natural stone countertops from its Grand Haven showroom for over 25 years, serving homeowners, builders and designers across Grand Haven, Muskegon, Spring Lake, Ferrysburg, Fruitport, Norton Shores and the greater West Michigan lakeshore. New School partnered with Kowalski on an ongoing Local SEO, technical SEO, content and AI-search (AEO/GEO) readiness program.
The Search Challenge
Problem
Kowalski’s large catalog of stone types, services and West Michigan communities made it difficult for the right customer to find the right service on Google — and, increasingly, through AI-assisted search tools like Microsoft Copilot.
Opportunity
By combining Local SEO, technical SEO and clear, question-led content, Kowalski’s real 25+ years of craftsmanship and showroom expertise could become easier to discover — both in traditional search results and in AI-generated answers.
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The Strategy
Strategy
The program connects four workstreams: Local SEO (pairing countertop services with West Michigan communities), technical SEO (crawlability, indexability and Search Console monitoring), content built around real customer questions, and AEO/GEO readiness — structuring clear, factual answers so both search engines and AI assistants can accurately reference Kowalski’s services.
Execution
Ongoing work includes ongoing Search Console monitoring, educational content (e.g. countertop care, remnants, edge styles), and clear factual answers structured for both search engines and AI assistants such as Copilot.
The Results
Delivery
Search visibility during this period reflects growth across educational and product content rather than a single page — including a first-time-ranking article on countertop care and a growing remnants product line.
Google Search Clicks
June 2026 (Search Console)
Google Impressions
June 2026 (Search Console)
AI Citations
Trailing 6 months (Bing, Copilot & Partners)
Rolling 28-Day Clicks
In-progress milestone, -113 vs. prior period
Google Search Console and Microsoft Bing Webmaster Tools data. The 790-click / 130K-impression figures reflect calendar-month reporting for June 2026; the 683-of-3,500 figure is a separate rolling 28-day count and has not reached the 3,500-click milestone. Impressions and AI citations reflect visibility, not website visitors, leads, rankings or sales.
Search Console: progress toward a 3,500-click, 28-day milestone (683 clicks to date).
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Bing Webmaster Tools AI Performance: ~7K citations from Copilot and partner AI surfaces over 6 months.
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Pages Trending Up
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| Page | Movement | Intent |
|---|---|---|
| Why Countertops Crack Over Time (And How to Prevent It) | +15 (previously 0) | Educational |
| Remnants – Grand Haven, MI | Up 35% (+6) | Product / local |
| Where to Use Countertop Remnants Beyond Kitchens and Bathrooms | Up 200% (+4) | Educational |
| A Complete Guide to Countertop Edge Styles | Up 14% (+3) | Educational |
Google Search Console content report showing pages trending up in search clicks.
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Kowalski’s mobile site keeps the showroom story and a quote request within easy reach.
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Curious What This Could Look Like for Your Business?
New School builds Local SEO, technical SEO and AI-search strategies for West Michigan companies.
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New School partners with West Michigan businesses on Local SEO, technical SEO and AI-search readiness — helping real, established companies become easier to find, both in traditional search results and through AI-assisted tools.