Creating an SEO and PPC strategy for an industrial service company’s brand new location
The Challenge: Establishing strong lead generation for a new service location
When our client, a leading industrial service provider in southern California, approached us with the news that they were expanding their business with another location in San Diego, we were ready to help them show up with a strong digital presence, right out of the gate.
They had already completed a critical piece of the puzzle; we had previously built an SEO infrastructure for their main website that was capable of expansion. This fundamental infrastructure would allow us to “flip the switch” for the new location, so customers could find our client’s services and enable new opportunities and revenue generation from the new location.
Establishing the secret sauce of SEO infrastructure
Outside Communications has a long history of helping our clients establish new locations that generate leads and business opportunities—fast. Getting this client’s new location ranking in search results was a multi-faceted process that involved establishing new SEO infrastructure for the new location, leveraging the previous work on the overall site SEO infrastructure, and a paid advertising strategy that would leverage both.
Adding paid search to create an integrated search strategy
To maximize visibility of the new location, we focused on lead generation in paid search with Google Ads. By cultivating the SEO infrastructure and running ads simultaneously, we were able to stake a significant claim on relevant search queries. This integrated approach ensured the new location could begin seeing immediate leads with ads while establishing a solid organic search presence.
The Results: Strong lead generation and a replicable blueprint for opening new locations successfully
Even immediately following the launch, our team was able to drive leads for our customer’s new location. As the SEO and paid advertising strategies took hold, however, leads increased dramatically in the following six months.
- Month One: Immediate inbound leads
- Month Two: 210% increase in leads, indicating an immediate and strong campaign performance
- In the last two months of the six month period, their SEO performance showed 561% growth—an explosive result
While the immediate gains for lead generation are clear, the other major benefit is the business now has a replicable and efficient way to push into new markets, with new locations, and see a meaningful ROI within a short period of time.