Situation
An established New Jersey Gutter Cleaning company wanted to expand traffic to its website for critical local search terms. The website had been up for several years and was in the top 30 for several google search terms.
However, the company wanted to get first page rankings and increase its traffic in an effort to win more business through local search terms that represented motivated local buyers.
Objective
The company needed to increase its google ranking for key terms that indicate a customer searching for its services within defined geographic areas.
As the company has local contractors in nearly 8 counties within its state, it could potentially be reached by 100's of local search terms. For example, a customer might search by state, city, county or a combination of all three. Secondarily, the website needed to convert at higher rate. That is, the website needed to become a more reliable generator of business through phone call or email contact.
Action
Keyword research and consultations with the company's owner yielded three major specialties that would be useful to target: Gutter Cleaning, Gutter Repair, and Gutter Installation. However, being a local firm, the cost and effort needed to rank highly on a national basis would not be worth the investment. To help target geographic search, we installed Google Analytics and were able to use the data it generated to find what cities were most likely to use this site. This gave us a list of geographic targets that we could aim to reach. For example, some visiters came from New Providence, New Jersey so we began to do SEO to reach even more internet users in that city.
New website pages were created to emphasize targeted cities and search engine optimization was done throughout the website. This included changing the title tags, image tags and text in order to send a clear message to the search engines regarding each page's keyword relevance. To amplify the effect, human-edited internet directories were found and the website URL was submitted to them. Articles and blog posts where also written about the site.
Result
In less than 30 days the website garnered a #1 listing for one of its most important keyword phrases: New Jersey gutter repair and achieved #11 for New Jersey gutter cleaning. Local search and city traffic has increased over 300%. For example, the website receives over 30 weekly visits from the city of New Providence compared to less than 10 weekly prior. In addition, it has begun to get traffic for over 100 highly targeted new phrases such as "gutter cleaning millington nj."
And So…
Though this project has only just begun it has already created a steady stream of new visitors who are searching specifically for what the company has to offer. The next steps are to increase the website's lead generation rate by increasing the number of contact points via email, phone and landing page optimization.