After 6 months working with a local landscape lighting company in North Carolina and Ohio, we’re happy to announce 25.8x growth in organic traffic. More importantly, this case study will show the exact keyword approach we used.
The online space is known for online companies. But what about local landscaping companies that service specific geographic locations?
Yes, digital marketing – more specifically, SEO is for local companies too.
But how?
The Answer: Create an aligned content and keyword strategy for your website. Then follow the search volume.
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Top Stats and Results from this Case Study
Organic Traffic Growth: 10 visits per day increased to over 285
Keyword Ranking: 53% Increase in daily search rankings
Total Clicks to Website: 550 (no prior period for comparison)
Estimated Traffic Value: $1,089
The Facts About Organic Traffic Growth
Total Result: 25.8x Growth in Average Daily Traffic
When working on earning organic traffic, the results will fluctuate. Given that we’re working on a landscaping website, search traffic is going to be largely driven by seasonal demand:
- Summer: Most traffic as landscaping problems arise.
- Spring: Second most traffic as homeowners make plans for good weather.
- Winter: Potential spikes for holiday lighting, not a service offered by this company.
- Fall: Worst period for traffic as homeowners are thinking about the holidays and not interested in landscaping projects.
When we took over the SEO project in June 2024, daily organic traffic was sitting around 10 per day.
Early spikes in traffic were a function of:
- First organized SEO content delivered to the website in June
- Summer time is a seasonal spike in the industry vertical
That helps explain why the spoke on or around July 1 tailored off in August. Seasons were changing. And there’s almost always a dip after the initial spike in organic traffic.
Traffic again increased in mid-Septemer, but this time spiked even higher than before.
Traffic will fluctuate with SEO work. The key is maintaining a long-term focus and pushing each successive spike in traffic higher than before.
How Topic Clusters Provide Keyword Coverage on the Website
Result: 53% Increase in organic keywords ranking on Google Searches; from about 111 per day to 170 per day.
Topic clusters are an effective SEO strategy that organizes content into interconnected groups around a central topic.
By creating comprehensive pillar content on broad subjects, and supporting it with detailed cluster content on related subtopics, we ensured thorough keyword coverage.
This approach helped to capture a wide range of search queries and improved our website’s relevance for various search terms. It also enhanced user experience by providing in-depth information on related topics, which kept visitors engaged and encouraged them to explore more content, thereby boosting organic traffic.
Competitor Research Shows the Opportunities
Through meticulous competitor research, we identified gaps and opportunities in the landscape lighting industry. By analyzing our competitors’ strengths and weaknesses, we pinpointed underutilized keywords and content themes that could drive traffic to our site.
Here’s one page from the competitor research that summarize traffic sources.
The remaining competitor research revealed which keywords were earning the most traffic for competitors and which keywords have the most coverage on their websites.
This strategic insight allowed us to tailor our content and SEO strategies to outperform our competitors. We focused on producing high-quality, optimized content that addressed these uncovered opportunities, leading to increased visibility and organic traffic.
Keyword Research Localized to a Specific Location
Localizing keyword research was crucial for targeting potential customers within specific geographic areas. By focusing on localized keywords, we optimized our content to rank higher in local search results. This strategy involved using location-specific terms and phrases that potential customers in our target area were likely to use.
Additionally, we incorporated local landmarks and regional vernacular into our content, which helped to improve our relevance and authority in local search. This not only attracted more local traffic but also boosted conversions, as the visitors were more likely to be prospective customers looking for landscape lighting services in their area.
These combined strategies played a pivotal role in our dramatic increase in daily organic traffic, positioning us as a leader in the landscape lighting industry.
By focusing on localized keywords, we optimized our content to rank higher in local search results.
If you’re reading this case study and want to learn more, I recommend digging into our blog resources or contact me on Fiverr through my marketing mananagement package or send me a message right here with my Grow Now Quote Request.
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