SEO Case Study Introduction
In this SEO case study, we examine the affects a properly-executed SEO campaign can have on a local business. In this example, our subject is a local landscaping and lawn care company, Nixa Lawn Service.
Situation
Josh Metsker and Matt Pruett, owners of Nixa Lawn Service, approached 417 Marketing with the desire to upgrade their existing website, which previously consisted of one page. After discussing their goals, we informed them that we were excited about the redesign, but that we wanted to take the new site to another level. We didn’t want to just create a great looking website – we wanted to create a marketing tool. Excited by this prospect, they eagerly signed on and the work began.
Challenges
The lawn care and landscaping business is a challenging one. It demands long hours and hard work. As a result, it was difficult to keep the web design project moving at times. Input was needed from the owners for written content, but the demands on their time made it difficult to assist in the composition of written content.
Once the website was launched, the challenge was to get it highly ranked in Google for competitive keywords in a short amount of time.
Response
We knew that it would be tough (if not impossible) for the owners to make time to sit down and write content for their website (such as explaining services, writing the About page, etc.). So we proposed that we meet for lunch and interview them. They accepted our proposal. We composed a list of questions, started a digital recorder, and interviewed the client. They were able to give us detailed responses to our questions, which we used to compose their content for them. This saved the client hours of time.
To address the second challenge (achieving high rankings with Google in a short period of time), we established a comprehensive SEO strategy and began on-page SEO work before the website was launched.
Strategy
At 417 Marketing, we believe that all SEO strategy must begin with detailed keyword research. We used Market Samuri to discover keywords that were relevant, local, and that had at least 10 exact (not broad or phrase matches) Google searches per month (based on 12-month rolling average data from Google).
We used the above list of keywords as the foundation of our SEO strategy, and began working towards earning high Google search engine rankings for these keywords through the use of comprehensive on-page SEO work. We then began the off-page SEO campaign, which primarily consisted of building local search optimization, video marketing, and content creation/syndication.
Results
The results have been (and continue to be) phenomenal. Nixa Lawn Service ranks in the #1 position on the first page of Google’s search engine results for each of the initial keywords we set out to rank for.
Nixa Lawn Service has seen huge improvements to both the quantity and quality of website traffic (all traffic results from Google Analytics). Using data comparing April 2011 to April 2012, they saw a 63% increase in traffic from new visitors to their website, a 50% increase in returning visitors.
They also saw a 43% increase in total Pageviews.
The increase in traffic from Google has been impressive. Comparing the same periods, Nixa Lawn Service has seen a 89% increase in Google search traffic.
As of April 2012, over 80% of their total traffic was from organic (non-paid) search engine queries.
Despite Google’s decision to not report keyword data in Google Analytics from users that are logged into an account (a decision reached between the two periods we are using comparisons for), Nixa Lawn Service has seen a staggering 4200% increase in traffic for the keyword phrase “lawn service springfield mo” as a result of our SEO campaign.
They saw a 333% increase for the keyword phrase “landscaping springfield mo”.
Conclusion
Nixa Lawn Service approached 417 Marketing wanting a new web design. We informed them that we wanted to take things to a new level – we wanted to create a marketing tool. Approximately one year later, Nixa Lawn has established a dominant position in their search market with Google, enjoyed a total increase in Web traffic of over 60%, and seen an 89% increase of traffic from Google. This has resulted in significant growth to their business, and allowed them to eliminate all other forms of advertising – all while lowering their overall marketing budget.
Quote From the Client
Before we started working with 417 Marketing, our website was just a brochure. Now, it drives people to our business. I’ve noticed a huge increase in phone calls from our website. Our website is working so well that we got rid of all other forms of advertising. 417 Marketing’s SEO services have provided far better results than any other form of advertising we have ever tried, including other forms of Internet advertising offered by other companies. I highly recommend 417 Marketing for both website design and SEO services.
- Josh Metsker, owner, Nixa Lawn Service
If you would like to see what 417 Marketing’s SEO services can do for your business, contact us today for a free, one-hour consultation.