Case Study: We Created a New Revenue Stream For Our Landscaping Client Through Local SEO Optimisation
Today we are going to look at how we optimised our clients existing website and brought them new business.
Our client has been in business for over 30 years but knew they were missing opportunities online.
Our client is a leading and multi-award winning residential landscape architecture business.
They have numerous landscaping projects around town and in the greater Melbourne area.
They offer a full range of landscaping services, including design, construction, and maintenance, and take on projects of all sizes.
Objective
Although our client already had an existing website for several years, it was not creating any new revenue for their business.
Traffic was very low, generating an average of 60 visits a month, and rarely generating sales from online enquires.
Our client knew their website was the most important asset for their online presence.
Without a well-performing website, any subsequent digital marketing effort would be ineffective.
Our client approached us determined to capture a larger share of their local market.
We were determined to help them do just that!
Optimising For Local Search
Because our client catered exclusively to customers in their local area, we recommended a strategy of optimising their website for local searches.
Thereby, driving relevant and highly-qualified traffic to their site.
Initial Assesment
Website Audit
The first step was to thoroughly audit their website.
We integrated Google Analytics and Search Console.
These are must-have tools if you want to track your website’s performance.
We then assessed every aspect of their site including on-page elements, site architecture, website performance, etc.
This is what we noticed; the website had several unoptimised URL’s, it lacked navigational elements and had numerous pages with unoptimised meta descriptions and web copy.
We got to work right away fixing these problems.
Keyword Research and Mapping
Next, we began to identify the keywords that would be most beneficial to our client.
Specifically, those that indicate a readiness-to-buy, the low-hanging fruit that we can immediately target.
These keywords were compiled into a large list.
We then identified existing pages that would match some keywords and built content around them.
We also created new pages, that target other keywords, and optimised for search results.
Results
Month 1
Before the campaign, their website was averaging 60 visits each month.
By the end of month 1, their website had 1,601 website visits, 26x their previous monthly average.
Month 6
By the end of month 6, their website had just over 1,800 website visits per month.
The traffic was still increasing for local search results.
Month 11
By month 11 we hit an all-time high of 2,848 visits for the month.
They received a total of 46x more traffic over the 11 months from previous years of owning their website.
Conclusion
Following an extensive website audit, rigorous keyword research, and an aggressive content strategy, we ranked their website on the first page of the local search results for 3x more keywords, before the campaign.
This led to an increase in traffic by 26x in only the first month.
By month 11, traffic had increased to 46x the previous monthly average.
This sharp increase in traffic generated more leads than the client could cater to.
This led them to create a separate department that focused on an entirely new revenue stream: Commercial Landscaping Service.
SEO is not a one-size-fits-all process.
There are many things to take into consideration to increase rankings.
If you need more visibility online, feel free to contact us here.