The goal of SEO is not to increase your keyword rankings—it’s to drive traffic to your website, and by driving traffic, to significantly increase qualified leads.
SEO is a uniquely powerful lead generator because anyone who finds your site through a search engine is actively looking for the goods and services you provide. This means that all leads are prequalified.
A local fencing contractor who hired us last year has seen the results that we can generate firsthand. We increased their inbound leads by over 130%
In this case study, we show how our SEO services drive traffic and leads to our client’s website:
The Client: A Local Fencing Contractor
Local businesses in competitive markets are always trying to find new ways to generate leads. SEO plays a double-duty role; it helps local businesses generate leads, and by outranking other companies, it allows them to stonewall competitors, preventing them from generating leads.
Our client is a local fencing contractor who wanted to grow their business by generating more leads through SEO. They had almost a decade of experience in the industry, but were struggling to rank despite their success.
The Strategy: Outrank Competitors With Targeted Content And Improve Technical SEO
Keyword research is one of the first steps to any good SEO strategy. For local businesses like this, it’s best to have a single page for every major keyword you’re targeting—especially the keywords that will make you money. These keywords are generally tied to a service you offer.
For our client, we opted to build various pages for the types of fencing they offer, including chain link, wood, commercial, and ornamental fencing. We focused on building pages for the most profitable services first.
We also built an About Us page and started publishing blogs regularly. This served two purposes:
- Establishing the client’s experience, expertise, authoritativeness, and trustworthiness (EEAT)—one of the most crucial ranking factors
- Targeting long-tail keywords to bring more traffic to the site
We also conducted a thorough technical audit and realized that migrating the site to a new platform (WordPress) would present a number of opportunities to improve speed, security, and reliability. We built the new site for them and migrated their pages over.
The Result: A Massive Increase In Clicks And Impressions For Relevant Keywords
Here are the clicks and impressions to our client’s website year over year for the last month and a half—from when we started their campaign to now:
That is a truly remarkable increase: A 133% growth in clicks, and a 1297% growth in impressions.
Clicks represent actual growth in traffic, while impressions represent how often our client appeared in the search results. Impression growth is important because it means there’s more room to grow—those impressions can lead to more clicks over time as relevant keywords continue to rank higher on search engines.
The difference in clicks largely stems from the very service pages we wrote in order to increase inbound leads for relevant services. Here are some of the top queries where our client saw an increase in clicks:
Chain link and wood fencing are high-value services for our client—and the people finding their site in Google are looking for those exact services. The client now ranks for generic queries like “fence”, and location-based queries like “fencing winnipeg” as well.
Here is a graph showing the change in clicks and impressions:
- The blue lines represent clicks
- The purple lines represent impressions
- The dotted lines represent last year
- The solid lines represent this year (approximately one year of working with us)
This success was largely driven by optimizing the site for high-value keywords. Our client went from not ranking at all for “chain link fence Winnipeg” to hitting the #2 rank—for a term with 320 searches each month!
Increase Your Inbound Leads By 100-500%: Work With First Rank
These are the results we delivered for a local business in a year—and we look forward to continuing to deliver for them by generating even more clicks.
Imagine what we can do for you if we work together. We aim to increase inbound leads by 100%-500% for the businesses we work with.
We offer free SEO audits and comprehensive analysis. Contact us today to get started!
