Seamless Overlays: Local SEO Case Study
OUR CLIENT SEAMLESS OVERLAYS IS A GREAT CASE STUDY ON HOW LOCAL SEO CAN SIGNIFICANTLY INCREASE ORGANIC LEADS FROM CUSTOMERS IN SPECIFIC GEOGRAPHIC AREAS. HERE’S HOW WE USED THIS SEARCH ENGINE OPTIMISATION STRATEGY TO BOOST THEIR TRAFFIC FROM CLIENTS AROUND AUSTRALIA.
When we joined the team, Seamless Overlays were already attempting to extend their reach nationwide. They had a strong presence in their home state Victoria, but had recently expanded operations beyond state borders to service the entire country. Their speciality is supplying a groundbreaking microcement product for installation on floors, walls, and other surfaces in all kinds of design projects.
Their goal was to increase enquiries about projects in Sydney, Perth, Adelaide, and Queensland. We identified SEO as the most effective strategy to achieve this, and specifically local SEO as the best way to increase website traffic from the areas of interest.
Read this quick overview on What Is Local SEO if you need to get up to speed.
KEY STRATEGIES
Local SEO can involve anything from small updates to larger website re-structuring.
A big part of local SEO is creating landing pages with a geographic focus, known as region-specific landing pages. These pages are designed to rank for local searches, such as ‘microcement supplier perth’ or ‘microcement showroom near me’.
Region-specific landing pages have a big impact on search rankings because they provide countless options for keyword optimisation. Page titles and H1 headings, page URLS, meta data, and image alt text are all important to Google’s ranking process.
By creating local landing pages, we help Google identify the website’s geographic relevance to searchers, and amplify it to users in the same region.
Following on from this, we went through the whole website and implemented localised content and geographic keywords; new project case studies, blog articles, meta data, hyperlinks, and page content were all created for target states and cities.
The reason this works is because Google assumes that someone searching ‘microcement’ from their home in Perth likely wants to be shown relevant businesses in their immediate location. When we use location-specific keywords, we tell Google that the Seamless Overlays website is a relevant result for users in these areas.
RESULTS
In the first 8 months, the total number of website visits from each state astronomically surpassed the visits from 2O23. Here are the highlights:
We’re now three years on from the start of our ongoing monthly SEO work. The region-specific landing pages we created for Seamless Overlays are among the most visited pages on their whole website. Seamless Overlays now consistently ranks in the top 5 for service-related keywords in all states. They had previously fluctuated within the top 2O or lower for these terms.
But has this translated to conversions? Since we started targeting these geographic regions with SEO, enquiries from interstate customers more than doubled month on month.
Not only did we successfully help Seamless Overlays expand operations to an Australia-wide customer base — enquiries from Victorian customers also steadily increased, thanks to a well-rounded digital marketing strategy including SEO, Meta Advertising and Content Creation. Local SEO is just one (very effective) element of our client’s growth, but our full suite of digital marketing services is designed to work together to create awareness and generate leads in tandem.