A Case Study in SEO and Content Marketing
As a leading pavement company in the Greater Toronto Area (GTA), Canada, our client approached Numero Uno Web Solutions, seeking our seasoned expertise in SEO and digital marketing. The goal was to surmount the challenges of online visibility in an intensely competitive industry.
The client aimed to augment their digital footprint, escalate the number of qualified leads, and elevate their brand visibility. This was in the face of obstacles such as cyclical demand, restricted marketing time, and a public knowledge gap regarding their crucial services.
Our client, operating in the highly competitive pavement industry in Toronto and the GTA, grappled with distinguishing themselves from other businesses offering similar services. The cyclical nature of their business led to an uneven customer flow throughout the year. Further complicating these challenges, many potential customers were oblivious to the significance of regular pavement maintenance, exacerbating the difficulty of lead generation and conversion.
We devised an all-encompassing, bespoke digital marketing strategy for our client, integrating a robust content strategy, on-page and off-page SEO, local search optimization, and Google Ads management.
Here’s an in-depth look at the strategies we implemented:
- Content Strategy: We established our client as an industry authority by consistently publishing long-form evergreen content and short-form content on trending topics in the pavement industry.
- On-Page SEO: We amplified the client’s website visibility with schema markup implementation and targeted keyword optimization. We incorporated client-provided resources, such as case studies, project photos, videos, and testimonials, to boost EAT (Expertise-Authority-Trust) factors. This approach, in line with Google’s guidelines, not only improved website ranking but also instilled a sense of credibility and trust among visitors, converting them into potential customers.
- Off-Page SEO: We embarked on strategic link-building activities, focusing on the local market in the GTA to enhance relevance and credibility.
- Local Search Optimization: We optimized their website for “near me” searches and voice optimization, considering the rising popularity of mobile and voice searches among users. Concurrently, we fortified their Google Business Profile. These combined efforts significantly boosted their local visibility within their target market, the Greater Toronto Area (GTA).
- Google Ads Management: We optimized their campaigns for more impressions and clicks within a limited budget. We refined ad copies to improve the Click-Through Rate (CTR) and optimized landing pages to enhance the Quality Score.
- They now receive over 250 leads per month, with over 60% derived from organic traffic and the rest from the optimized Google Ads campaign.
- 36 valuable target keywords now rank on Google’s first page, with 20 in the top three positions.
- Website traffic has consistently increased by 30% year-over-year for the past eight years.
- The client’s site won competitive featured snippets for several keywords, further enhancing their online visibility.
- We successfully optimized their Google Ads campaigns to generate more leads and lower acquisition costs to under $30 per lead.
Through our strategic digital marketing efforts, we’ve assisted this GTA-based pavement company in significantly increasing their online visibility, generating a substantial number of leads, and securing a robust standing in a highly competitive market. At Numero Uno Web Solutions, we are equipped and eager to help you achieve similar results. If you’re ready to enhance your digital presence, we invite you to contact us.