You've rebuilt the brand, launched the site, and started gathering reviews. Here's the plan to turn that foundation into measurable foot traffic and a real ecommerce channel, built around the two things that matter to you, and grounded in what the data already shows.
An honest snapshot from our analysis of the site, the rebrand, and your two closest competitors.
Salt Lake Running Co. outranks you today on raw authority. But look where they win, and how little they've built to do it.
Here's the opening: they win South Valley searches off little more than a homepage and one Salt Lake page, with zero content for Riverton, South Jordan, Herriman, Bluffdale, or Draper. A local store that actually shows up for local searches beats a Salt Lake store that's coasting. That's a gap they can't close without being here. You can.
We pulled the real search data (nearly 1,900 keywords). Pure local keyword volume is thin, which is exactly why walk-ins are won on the map and through community, not long-tail pages. The measurable, winnable demand splits cleanly into two lanes.
So the plan writes itself: win the map and the community searches to fill the store, and build ecommerce on the gear people are already searching for (better margins than footwear, and yours to win with local pickup). One more signal: ~24% of these searches already show an AI Overview, so being the cited local answer is in play now.
Small technical leaks, but each one caps exactly the growth you're after.
The local-demand engine. This is where the near-term wins are.
Google Business Profile + your review engine are the #1 driver of walk-ins. We keep the reviews growing, fix the Yelp mis-category quietly costing you, and make sure you show up on the map.
Local Inventory Ads show a nearby runner the exact shoe is in stock now, so they come in to try it on and get fitted. The best bridge from a phone search to your door.
A strong Riverton/South Valley store hub and community pages, aimed at the searches that actually carry local volume, so you win the map and the "near me" terms your competitor holds by default.
Group runs, couch-to-5K, a real local race calendar. One motion that produces foot traffic, social content, email signups, and reviews, all anchored by the August reopening.
Aimed at the lanes a local fit-expert store can actually win, not a price war with Amazon.
Capture email/SMS at the register, then a "reorder your shoes, socks, and gels online" flow. Your fitted customers become repeat online buyers. Cheapest, highest-return move you can make.
Apparel, nutrition, accessories, gift cards: the non-price-locked products where margin actually supports growth. This is where "blowing up ecommerce" realistically happens.
Rank and convert "running shoes [city]" with buy-online-pickup-in-store and local delivery, so the local online buyer chooses you over a national site.
Fit in store → capture the customer → reorder online → pick up in store. Each channel feeds the next. That loop is your moat against pure-play online sellers.
So we sequence them: fix the foundation, let local + reviews compound, then add paid once it can convert.
Mobile speed, the shop's product rendering and branding, redirects, tracking, and the review/listings cleanup. None of it needs ad budget, and all of it has to be right before we spend a dollar.
The city pages, fitting & race hubs, and category pages go live and start ranking. This is the durable engine: foot traffic and "near me" visibility that builds and keeps building.
~$1-1.5k/mo to start, Google-first (branded, Shopping, Local Inventory Ads). First online orders in weeks; reliable return in 60-90 days. Scale only as the numbers earn it.
Reached on consumables, higher-margin categories, and local online demand, while the store keeps filling up. Measured properly, including the online spend that converts in-store.
The August reopening is the natural moment to get the foundation right and the local engine running, so the spotlight lands on the new brand, not the old one. Let's scope a starter plan over lunch.
Porter · Pinecone Digital · porter@pinecone.digital
Figures are indicative, drawn from Pinecone's analysis of secondwindrun.com and its competitive set (DataForSEO, PageSpeed, and public listings), July 2026. Search volumes are monthly estimates and refine with a full keyword study.