SEO Strategy That Generated 181% YoY Growth In Organic Leads

The Client

Regent Restoration, based in Dallas/Fort Worth, provides water, fire, and mold damage restoration services and has been in business since 2009.

The CEO felt their organic visibility wasn’t as high as other restoration companies in the area. They needed someone who would evaluate their current rankings in key cities, and take their organic rankings, and thus the number of leads they receive, to the next level.

The Game Plan

You can’t build a house without a solid foundation. Before even conducting a technical audit, we knew just by doing a quick visual scan that there were some on-site and design issues that needed to be fixed.

Regent Restoration services the entire DFW metroplex, which is one of the largest markets in the U.S. . To anyone who doesn’t know how sprawling the DFW metroplex is, here’s a quick explainer: you can drive from one town to another town that’s nearly two hours away and still be in the metroplex.

When browsing through the location pages that had already been built, it became immediately apparent they were taking the “spray and pray approach”, rather than using research and data to make their SEO decisions. They were targeting every single city, town, and suburb in the DFW metroplex, regardless of population size. To make things worse, the content was duplicated across all the pages.

Building 50+ carbon copies of location pages and only updating the city name is a sure-fire way to NOT rank. Not only did those service area pages never rank (duplicate content), no keyword volume research was done for the locations and no thought went behind whether or not it was worthwhile to target a town with a population of 3,000 versus a town with a population of 135,834.

Over the course of the next year, we conducted a total organic revamp by doing the following:

  • Performed a technical & on-site audit using Screaming Frog and other tools
  • Set up keyword rank tracking in SEMrush (55 keywords tracked across 10 major cities)
  • Keyword research and segmented research by location
  • Conducted a backlink audit to find and remove spammy links
  • Full competitive landscape analysis
  • Blog post & content audit
  • Website and Brand Identity Redesign
  • Executed technical & on-site SEO recommendations
  • Local listing/NAP data scrub
  • Setting up GMB’s, regular posting, and review generation
  • GMB Spam Fighting
  • Gathering industry backlinks and citations
  • Identified local sponsorship opportunities
  • Ideating and generating newsworthy press releases for local and national news outlets
  • Establishing goals for each quarter and monthly reporting

The Redesign

The website was created using a cookie-cutter template and didn’t look as sleek or as original as other competitor’s websites.

The owner was ready to 10X his company’s branding and identity. After hiring an outside firm for the logo design, we rebuilt his website and fine-tuned everything along the way, ensuring we created a site that was optimized for speed and user experience.

Old site design
new site design

In addition, we hired a commercial photographer to take their image assets to the next level. Originally, a family friend who was an amateur photographer took their company photos. This sufficed when they were a small one-van operation, but we wanted their image assets to represent the well-established and reputable brand that they had become. Their sleek new media library now allows the brand to stand toe-to-toe with the big franchises and helps them stand out from the crowd.

Example of an old company image
Example of the new company images

Creating Relevant, Unique Content

After performing a content audit, we found at least 63 service area pages with duplicate, thin content. Using our keyword research, we targeted the 10 most populous areas in the DFW metroplex and created unique content for each page, linking out to locally and contextually relevant sources for an extra on-page local SEO boost.

We also looked at their blog and found that they were creating posts that weren’t based on actual long-tail queries that users search. Instead, they were creating blog posts just for the sake of creating blog posts. While it is true that you should regularly contribute to your blog, you should be aiming for quality rather than quantity.

After pruning the pages, we moved forward with a content marketing strategy based on the concept of “sticky content“.

What does that mean?

That’s what I call articles that are so comprehensive and easily digestible, that people actually want to spend time reading them, sharing them, or using them as a citation source.

And because these articles are jam-packed with a bunch of answers users might be looking for, they stay relevant and stick to the top of search engine pages.

With these articles, we attracted backlinks, enhanced our topical authority, and increased traffic to our website.

An example of old blog post that targeted a topic that users didn’t search for.
An example of a new blog post that targeted relevant search terms.

High Quality Backlink Building For Local SEO

Regent Restoration had a minimal budget while working in one of the most competitive industries and one of the most competitive markets in the U.S.

While creating high quality, longform content that other blogs will link to is great, it’s not enough to move the needle when it comes to local SEO.

The total number of referring domains (or unique websites linking to your website) is the ranking factor that is most strongly correlated with high search rankings.

Instead of trying to get backlinks from highly unattainable sources, such as the Washington Post or the New York Times, we scoured the internet for local backlink opportunities. This is both more attainable and packs a bigger punch when it comes to local SEO (especially when they have city keywords in their URL e.g. “friendsofoakcliff” or the “IrvingRambler”).

To do this we found local sponsorship opportunities that cost no more than a $1,500 to fund.

Another hurdle when it comes to local businesses and attaining backlinks is that quite often the industries in themselves aren’t that exciting. We’re talking about water damage and mold here. There’s not a lot of interesting, newsworthy content that can be squeezed out of this industry.

So, we created our news stories and distributed press releases. These weren’t just spammy keyword stuffed press releases. What we did was ideate and generate locally relevant and interesting stories and handcrafted each pitch to news editors in the DFW area.

The Results

Within the first year of partnering with Regent Restoration, we began deploying our strategies to start ranking in key markets where their organic visibility was limited or virtually non-existent.

After executing our on-page and off-page tactics, we saw dramatic gains in ranking, visibility, traffic, and ultimately, the number of organic leads.

Keyword Ranking Gains

Show Me The Money: YOY Increase In Leads

The following images are taken from a spreadsheet that the company uses to track the number of leads and jobs sold/not sold. In 2020, the company averaged about 10 organic leads per month. After a year, they are now averaging around 30 organic leads per month.