+174.5% Search Traffic
Campaign Challenges:
- Limited online visibility.
- Poor traffic & engagement.
- Competition from established businesses.
- Weak social media presence.
Campaign Results:
+174.5%
Organic Traffic
441
Top 10 Positions
Background
In today’s competitive service industry, an effective online presence is crucial for businesses to attract new customers and stay ahead of competitors. A Melbourne-based appliance repair company specializing in services like dishwasher, dryer, and refrigerator repair approached us with concerns about their limited online visibility. Despite offering quality services, they struggled to reach potential customers in the local area.
While the company had a functioning website, its poor SEO performance and lack of engaging content hindered its growth. Competitors with stronger online presences were attracting more clients, making it challenging for this business to stand out. They sought our help to enhance their digital footprint and improve their ability to reach local customers.
Objectives
The primary goals of our strategy included:
- Boosting online visibility: Improve search engine rankings to increase traffic to the website.
- Attracting local customers: Focus on strategies that would target potential clients in Melbourne’s southeastern suburbs.
- Enhancing website engagement: Increase visitor-to-lead conversions by optimizing the site for user engagement and ease of navigation.
- Strengthening social media presence: Create consistent, relevant social media content to build brand awareness.
- Improving customer interaction: Ensure easy access to service inquiries and appointment scheduling.
The Challenges
The company faced several key challenges:
- Limited online visibility: Despite offering reliable appliance repair services, they struggled to appear in search results for local customers.
- Poor traffic & engagement: The website was not driving significant traffic, leading to fewer leads and customer inquiries.
- Competition from established businesses: Competitors with optimized websites and stronger SEO efforts consistently outranked them in search engine results.
- Weak social media presence: They had minimal engagement across social media platforms, reducing their brand visibility.
Strategies & Implementation
To address the appliance repair company’s challenges—limited SEO visibility, weak content presence, and ineffective customer targeting—we developed a comprehensive, multi-step strategy aimed at improving their online visibility, engagement, and lead conversion rates.
Our approach included keyword research and SEO optimization, targeted content marketing, conversion rate optimization, a focused local SEO strategy, social media engagement, and targeted email newsletters. Each phase was carefully implemented and monitored for continuous improvement.
Keyword research & SEO optimization
Keyword research: We conducted an in-depth keyword analysis to identify search terms relevant to the company’s service offerings. This research helped pinpoint what potential customers were searching for, ensuring the site captured organic traffic from relevant queries. Key actions included:
- Competitor analysis: We examined competitors in the Melbourne area to identify keyword gaps and opportunities. Competitor websites were reviewed using SEO tool such as Semrush to understand their successful keywords, traffic volume, and strategies.
- Local keyword targeting: We identified high-intent keywords that matched the company’s services, such as “dishwasher repair near me,” “air conditioner servicing Melbourne,” and “washing machine repair in Melbourne.”
- Long-tail keywords: To capture more specific search traffic, we also targeted long-tail keywords like “affordable oven repair in the Southeastern suburbs of Melbourne” or “emergency fridge repairs Melbourne.”
- Title tags & Meta descriptions: All title tags and meta descriptions were updated with keywords, making sure they aligned with the content on each page and enhanced click-through rates (CTR) from search engine results.
- Header tags (H1, H2, H3): We restructured headers on every service and blog page to include target keywords. For example, headers on the dishwasher repair page now featured phrases like “Dishwasher Repair in Melbourne” and “Expert Dishwasher Servicing.”
- Content optimization: We optimized the website copy to naturally integrate the keywords without compromising readability. Using Surfer SEO, we analyzed the top-ranking competitors and identified content gaps, ensuring that each service page provided detailed, keyword-rich content that effectively answered user queries. This data-driven approach allowed us to refine our content strategy, enhancing both relevance and quality while adhering to best practices in on-page SEO.
- Suburb-specific pages: Recognizing the importance of local customers, we created dedicated pages for Melbourne’s southeastern suburbs (e.g., “Frankston Appliance Repair” or “Appliance Servicing in Dandenong”) to rank better for location-based searches. These pages were tailored with hyperlocal content to increase their relevance in the area.
Content marketing & internal linking
Service-specific brand pages: After conducting thorough competitor research, we identified that many top competitors had brand-specific service pages that highlighted their expertise with particular appliance brands. To remain competitive and meet customer expectations, we implemented a similar strategy by creating individual pages dedicated to key brands serviced by the company. These pages provided detailed insights into common appliance issues, repair solutions, and the advantages of choosing a professional repair service for each brand.
Examples included:
- Omega appliance repair: Addressing common concerns with Omega ovens and cooktops, such as temperature irregularities and faulty components, we emphasized the company’s ability to handle these high-performance kitchen appliances.
- ILVE appliance repair: Highlighting frequent repair needs for ILVE ovens and ranges, including electrical malfunctions and uneven heating, the page reinforced the company’s skill in repairing premium ILVE products.
- Whirlpool appliance repair: Concentrating on problems with Whirlpool washing machines, dishwashers, and dryers, we outlined the company’s capacity to source genuine Whirlpool parts and deliver fast, reliable repairs.
By adopting this approach, we aligned the company’s website with industry best practices, ensuring potential customers searching for brand-specific repair services could easily find the relevant information and feel confident in the company’s expertise.
Bottom of the Funnel (BOFU) blog content: To target customers who were already in the decision-making stage of the buying journey, we developed BOFU blog content that addressed specific customer concerns. These blog posts provided in-depth insights into the repair processes, benefits of professional servicing, and customer testimonials. Examples of blog topics included:
- When to call a professional for dishwasher repairs?
- The benefits of regular air conditioning maintenance.
- How to choose the right appliance repair service in Melbourne?
Internal linking strategy: To further enhance SEO performance and user navigation, we implemented a comprehensive internal linking strategy. By linking relevant blog posts to service pages, we created content clusters that signaled to search engines the depth of information available on specific topics. For instance, an article on “Common Dishwasher Issues” linked to the service page for dishwasher repairs, improving SEO rankings for both pages and keeping users engaged longer on the site.
Conversion Rate Optimization (CRO)
Calls-to-Action (CTAs): We improved the website’s conversion rates by integrating more prominent and persuasive CTAs across key pages. These CTAs encouraged users to take immediate action, such as booking an appointment or requesting a service quote. Specific changes included:
- Appointment booking: Placed clear, action-oriented buttons like “Book Your Repair Now” or “Schedule an Appointment Today” at the top of every service page.
- Contact forms: We streamlined the contact forms to capture only essential information, making it faster and easier for visitors to submit inquiries. Additionally, we implemented pop-up forms that appeared when users showed intent to leave the page, allowing them to quickly submit their requests without navigating away from their current view.
- Mobile-friendly design: Recognizing that many users access websites from mobile devices, we ensured that CTAs and contact forms were fully optimized for mobile screens.
Customer journey enhancements: To further improve conversion rates, we focused on creating a seamless and intuitive customer journey. This included:
- Simplified navigation: Revamped the website’s navigation to make it easier for visitors to find specific repair services and contact information.
- Trust signals: Added trust-building elements such as customer testimonials, industry certifications, and service guarantees on key pages to reassure visitors and reduce friction in the conversion process.
Local SEO focus
Google My Business (GMB) optimization: To boost local search visibility, we created and optimized a Google My Business profile for the company. Key GMB optimization steps included:
- Accurate business information: Ensured that all contact details, operating hours, and service areas were accurate and up to date.
- Geo-targeted keywords: Optimized the GMB listing with relevant keywords like “Melbourne appliance repair” and “Richmond dishwasher repair”.
- Customer reviews: Encouraged satisfied customers to leave reviews, which were instrumental in building local credibility and improving rankings in local search results.
Directory listings: In addition to setting up our Google My Business profile, we implemented a directory listing strategy to maximize our local SEO efforts. This strategy includes three types of directories:
Navigational directories
These platforms assist customers in easily finding local appliance repair services. Examples include Yelp and local appliance repair directories, which provide essential information such as location, contact details, and user reviews, enhancing the company’s discoverability.
Industrial directories
Targeting specific industries is vital for connecting with potential customers seeking specialized appliance repair services. Directories like Angie’s List and HomeAdvisor cater specifically to service providers and offer detailed profiles, including customer ratings and service descriptions.
Generic directories
These broader platforms can also drive traffic to the company’s website. Examples include Yellow Pages and Bing Places. While they may not be specialized, they provide additional visibility and can reach a wider audience, helping to attract more local customers.
Geo-targeted pages: The suburb-specific pages were integrated into the local SEO strategy, targeting location-based keywords to improve the company’s visibility in specific areas. These pages helped drive more local traffic and boosted the company’s chances of appearing in “near me” searches.
Social media strategy
Engaging social media content: To build a stronger online presence and foster engagement with potential customers, we developed a consistent social media strategy. This included sharing appliance maintenance tips, such as “How to Clean Your Dishwasher Filter” or “Signs Your Air Conditioner Needs Servicing.”
Scheduling & Consistency: We scheduled regular social media posts using tools like Publer, ensuring the company remained visible on platforms such as Facebook and Instagram. These posts aligned with peak times for local engagement, increasing interaction and visibility.
Email newsletters
Targeted email campaigns: To further enhance engagement and lead generation, we developed targeted email newsletters sent to relevant audiences. These newsletters were designed to educate potential customers about the company’s services, offer appliance maintenance tips, and highlight special promotions. Key elements of the campaign included:
- Service updates: Regular updates on new services, promotions, and seasonal offers, such as discounts on air-conditioner servicing during summer.
- Appliance care tips: Sharing informative articles and blogs on how to care for appliances like dishwashers and washing machines, positioning the company as an expert resource.
- Call-To-Action links: Each newsletter featured clear CTAs to encourage recipients to book a service or request a free consultation, driving conversions directly from their inbox.
The Results
- 174.5% increase in website traffic: Our SEO strategies significantly boosted their organic traffic, driving more visitors to the site.
- Daily leads: They began receiving 2-5 relevant leads every day, vastly improving their customer acquisition rate.
- Top 5 rankings for brand pages: Many service pages ranked in the top 5 search results, drawing in a steady flow of traffic.
- Improved local search rankings: Their Google My Business listings began ranking higher for relevant local searches, further enhancing visibility.
- Enhanced social media engagement: The company saw a noticeable increase in social media followers and interactions, improving local brand recognition.
- Positive customer feedback: Online reviews and ratings on platforms like Google improved, building trust with potential customers.
- Higher conversion rates: The CRO efforts led to more website visitors converting into service bookings, boosting overall revenue.
- Increased repeat business and referrals: Improved customer experience and satisfaction resulted in more repeat customers and word-of-mouth referrals.
Measuring Success
Google Analytics report
Using Google Analytics, we monitored key website performance metrics, focusing on user behavior and overall engagement. The specific areas of analysis included:
- User behavior: We tracked how users interacted with the website, including time spent on pages, bounce rates, and user flow through the site. This information helped identify areas for improvement in user experience.
- Traffic sources: We analyzed where website traffic was coming from, including organic search, paid advertising, social media, and direct visits. Understanding traffic sources allowed us to refine marketing strategies accordingly.
- Conversion metrics: We closely monitored lead generation and appointment bookings to measure the effectiveness of our conversion rate optimization efforts. This included tracking the number of users who completed desired actions, such as submitting contact forms or scheduling repairs.
Google Search Console report
Google Search Console was instrumental in tracking the website’s SEO performance and technical health. Key focus areas included:
- Keyword performance: We tracked how well the site ranked for target keywords, analyzing impressions, clicks, and click-through rates (CTR) for each keyword. This data helped optimize content for better search visibility.
- Indexed pages: We monitored which pages were indexed by Google, ensuring that important service and brand pages were included in search results. This also allowed us to identify any pages that may have issues affecting their indexing.
- SEO issues: We identified and resolved technical SEO issues, such as broken links and mobile usability errors. This proactive approach ensured the website maintained a healthy performance in search results.
Monthly reports
We delivered detailed monthly reports, offering a clear summary of target keyword performance and shifts in rankings. The reports also covered ongoing SEO efforts, including content optimization and the development of new service-specific pages. By showcasing progress and pinpointing areas needing further enhancement, these reports ensured that growth remained driven by data and strategic insights.
Conclusion: A transformative journey
Through a combination of targeted SEO strategies, engaging content creation, and local customer focus, we were able to significantly improve the company’s online visibility and customer engagement. This transformation not only led to an increase in leads and service bookings but also strengthened their brand presence within the local community.
+2,550% Search Traffic
Campaign Challenges:
- Optimizing existing content to be more user-focused
- Creation of local service pages
- Fixing key indexation problems
Campaign Results:
+2,550%
Organic Traffic
339
Top 10 Positions
Background
In today’s competitive service industry, an effective online presence is crucial for businesses to attract new customers and stay ahead of competitors. A Melbourne-based appliance repair company specializing in services like dishwasher, dryer, and refrigerator repair approached us with concerns about their limited online visibility. Despite offering quality services, they struggled to reach potential customers in the local area.
While the company had a functioning website, its poor SEO performance and lack of engaging content hindered its growth. Competitors with stronger online presences were attracting more clients, making it challenging for this business to stand out. They sought our help to enhance their digital footprint and improve their ability to reach local customers.
Objectives
The primary goals of our strategy included:
- Boosting online visibility: Improve search engine rankings to increase traffic to the website.
- Attracting local customers: Focus on strategies that would target potential clients in Melbourne’s southeastern suburbs.
- Enhancing website engagement: Increase visitor-to-lead conversions by optimizing the site for user engagement and ease of navigation.
- Strengthening social media presence: Create consistent, relevant social media content to build brand awareness.
- Improving customer interaction: Ensure easy access to service inquiries and appointment scheduling.
The Challenges
The company faced several key challenges:
- Limited online visibility: Despite offering reliable appliance repair services, they struggled to appear in search results for local customers.
- Poor traffic and engagement: The website was not driving significant traffic, leading to fewer leads and customer inquiries.
- Competition from established businesses: Competitors with optimized websites and stronger SEO efforts consistently outranked them in search engine results.
- Weak social media presence: They had minimal engagement across social media platforms, reducing their brand visibility.
Strategies & Implementation
To address the appliance repair company’s challenges—limited SEO visibility, weak content presence, and ineffective customer targeting—we developed a comprehensive, multi-step strategy aimed at improving their online visibility, engagement, and lead conversion rates.
Our approach included keyword research and SEO optimization, targeted content marketing, conversion rate optimization, a focused local SEO strategy, social media engagement, and targeted email newsletters. Each phase was carefully implemented and monitored for continuous improvement.
Keyword research & SEO optimization
Keyword research: We conducted an in-depth keyword analysis to identify search terms relevant to the company’s service offerings. This research helped pinpoint what potential customers were searching for, ensuring the site captured organic traffic from relevant queries. Key actions included:
- Competitor analysis: We examined competitors in the Melbourne area to identify keyword gaps and opportunities. Competitor websites were reviewed using SEO tool such as Semrush to understand their successful keywords, traffic volume, and strategies.
- Local keyword targeting: We identified high-intent keywords that matched the company’s services, such as “dishwasher repair near me,” “air conditioner servicing Melbourne,” and “washing machine repair in Melbourne.”
- Long-tail keywords: To capture more specific search traffic, we also targeted long-tail keywords like “affordable oven repair in the Southeastern suburbs of Melbourne” or “emergency fridge repairs Melbourne.”
- Title tags & Meta descriptions: All title tags and meta descriptions were updated with keywords, making sure they aligned with the content on each page and enhanced click-through rates (CTR) from search engine results.
- Header tags (H1, H2, H3): We restructured headers on every service and blog page to include target keywords. For example, headers on the dishwasher repair page now featured phrases like “Dishwasher Repair in Melbourne” and “Expert Dishwasher Servicing.”
- Content optimization: We optimized the website copy to naturally integrate the keywords without compromising readability. Using Surfer SEO, we analyzed the top-ranking competitors and identified content gaps, ensuring that each service page provided detailed, keyword-rich content that effectively answered user queries. This data-driven approach allowed us to refine our content strategy, enhancing both relevance and quality while adhering to best practices in on-page SEO.
- Suburb-specific pages: Recognizing the importance of local customers, we created dedicated pages for Melbourne’s southeastern suburbs (e.g., “Frankston Appliance Repair” or “Appliance Servicing in Dandenong”) to rank better for location-based searches. These pages were tailored with hyperlocal content to increase their relevance in the area.
Content marketing & internal linking
Service-specific brand pages: After conducting thorough competitor research, we identified that many top competitors had brand-specific service pages that highlighted their expertise with particular appliance brands. To remain competitive and meet customer expectations, we implemented a similar strategy by creating individual pages dedicated to key brands serviced by the company. These pages provided detailed insights into common appliance issues, repair solutions, and the advantages of choosing a professional repair service for each brand.
Examples included:
- Omega appliance repair: Addressing common concerns with Omega ovens and cooktops, such as temperature irregularities and faulty components, we emphasized the company’s ability to handle these high-performance kitchen appliances.
- ILVE appliance repair: Highlighting frequent repair needs for ILVE ovens and ranges, including electrical malfunctions and uneven heating, the page reinforced the company’s skill in repairing premium ILVE products.
- Whirlpool appliance repair: Concentrating on problems with Whirlpool washing machines, dishwashers, and dryers, we outlined the company’s capacity to source genuine Whirlpool parts and deliver fast, reliable repairs.
By adopting this approach, we aligned the company’s website with industry best practices, ensuring potential customers searching for brand-specific repair services could easily find the relevant information and feel confident in the company’s expertise.
Bottom of the Funnel (BOFU) blog content: To target customers who were already in the decision-making stage of the buying journey, we developed BOFU blog content that addressed specific customer concerns. These blog posts provided in-depth insights into the repair processes, benefits of professional servicing, and customer testimonials. Examples of blog topics included:
- When to call a professional for dishwasher repairs?
- The benefits of regular air conditioning maintenance.
- How to choose the right appliance repair service in Melbourne?
Internal linking strategy: To further enhance SEO performance and user navigation, we implemented a comprehensive internal linking strategy. By linking relevant blog posts to service pages, we created content clusters that signaled to search engines the depth of information available on specific topics. For instance, an article on “Common Dishwasher Issues” linked to the service page for dishwasher repairs, improving SEO rankings for both pages and keeping users engaged longer on the site.
Conversion Rate Optimization (CRO)
Calls-to-Action (CTAs): We improved the website’s conversion rates by integrating more prominent and persuasive CTAs across key pages. These CTAs encouraged users to take immediate action, such as booking an appointment or requesting a service quote. Specific changes included:
- Appointment booking: Placed clear, action-oriented buttons like “Book Your Repair Now” or “Schedule an Appointment Today” at the top of every service page.
- Contact forms: We streamlined the contact forms to capture only essential information, making it faster and easier for visitors to submit inquiries. Additionally, we implemented pop-up forms that appeared when users showed intent to leave the page, allowing them to quickly submit their requests without navigating away from their current view.
- Mobile-friendly design: Recognizing that many users access websites from mobile devices, we ensured that CTAs and contact forms were fully optimized for mobile screens.
Customer journey enhancements: To further improve conversion rates, we focused on creating a seamless and intuitive customer journey. This included:
- Simplified navigation: Revamped the website’s navigation to make it easier for visitors to find specific repair services and contact information.
- Trust signals: Added trust-building elements such as customer testimonials, industry certifications, and service guarantees on key pages to reassure visitors and reduce friction in the conversion process.
Local SEO focus
Google My Business (GMB) optimization: To boost local search visibility, we created and optimized a Google My Business profile for the company. Key GMB optimization steps included:
- Accurate business information: Ensured that all contact details, operating hours, and service areas were accurate and up to date.
- Geo-targeted keywords: Optimized the GMB listing with relevant keywords like “Melbourne appliance repair” and “Richmond dishwasher repair”.
- Customer reviews: Encouraged satisfied customers to leave reviews, which were instrumental in building local credibility and improving rankings in local search results.
Directory listings: In addition to setting up our Google My Business profile, we implemented a directory listing strategy to maximize our local SEO efforts. This strategy includes three types of directories:
Navigational directories
These platforms assist customers in easily finding local appliance repair services. Examples include Yelp and local appliance repair directories, which provide essential information such as location, contact details, and user reviews, enhancing the company’s discoverability.
Industrial directories
Targeting specific industries is vital for connecting with potential customers seeking specialized appliance repair services. Directories like Angie’s List and HomeAdvisor cater specifically to service providers and offer detailed profiles, including customer ratings and service descriptions.
Generic directories
These broader platforms can also drive traffic to the company’s website. Examples include Yellow Pages and Bing Places. While they may not be specialized, they provide additional visibility and can reach a wider audience, helping to attract more local customers.
Geo-targeted pages: The suburb-specific pages were integrated into the local SEO strategy, targeting location-based keywords to improve the company’s visibility in specific areas. These pages helped drive more local traffic and boosted the company’s chances of appearing in “near me” searches.
Social media strategy
Engaging social media content: To build a stronger online presence and foster engagement with potential customers, we developed a consistent social media strategy. This included sharing appliance maintenance tips, such as “How to Clean Your Dishwasher Filter” or “Signs Your Air Conditioner Needs Servicing.”
Scheduling & Consistency: We scheduled regular social media posts using tools like Publer, ensuring the company remained visible on platforms such as Facebook and Instagram. These posts aligned with peak times for local engagement, increasing interaction and visibility.
Email newsletters
Targeted email campaigns: To further enhance engagement and lead generation, we developed targeted email newsletters sent to relevant audiences. These newsletters were designed to educate potential customers about the company’s services, offer appliance maintenance tips, and highlight special promotions. Key elements of the campaign included:
- Service updates: Regular updates on new services, promotions, and seasonal offers, such as discounts on air-conditioner servicing during summer.
- Appliance care tips: Sharing informative articles and blogs on how to care for appliances like dishwashers and washing machines, positioning the company as an expert resource.
- Call-To-Action links: Each newsletter featured clear CTAs to encourage recipients to book a service or request a free consultation, driving conversions directly from their inbox.
The Results
- 174.5% increase in website traffic: Our SEO strategies significantly boosted their organic traffic, driving more visitors to the site.
- Daily leads: They began receiving 2-5 relevant leads every day, vastly improving their customer acquisition rate.
- Top 5 rankings for brand pages: Many service pages ranked in the top 5 search results, drawing in a steady flow of traffic.
- Improved local search rankings: Their Google My Business listings began ranking higher for relevant local searches, further enhancing visibility.
- Enhanced social media engagement: The company saw a noticeable increase in social media followers and interactions, improving local brand recognition.
- Positive customer feedback: Online reviews and ratings on platforms like Google improved, building trust with potential customers.
- Higher conversion rates: The CRO efforts led to more website visitors converting into service bookings, boosting overall revenue.
- Increased repeat business and referrals: Improved customer experience and satisfaction resulted in more repeat customers and word-of-mouth referrals.
Measuring Success
Google Analytics report
Using Google Analytics, we monitored key website performance metrics, focusing on user behavior and overall engagement. The specific areas of analysis included:
- User behavior: We tracked how users interacted with the website, including time spent on pages, bounce rates, and user flow through the site. This information helped identify areas for improvement in user experience.
- Traffic sources: We analyzed where website traffic was coming from, including organic search, paid advertising, social media, and direct visits. Understanding traffic sources allowed us to refine marketing strategies accordingly.
- Conversion metrics: We closely monitored lead generation and appointment bookings to measure the effectiveness of our conversion rate optimization efforts. This included tracking the number of users who completed desired actions, such as submitting contact forms or scheduling repairs.
Google Search Console report
Google Search Console was instrumental in tracking the website’s SEO performance and technical health. Key focus areas included:
- Keyword performance: We tracked how well the site ranked for target keywords, analyzing impressions, clicks, and click-through rates (CTR) for each keyword. This data helped optimize content for better search visibility.
- Indexed pages: We monitored which pages were indexed by Google, ensuring that important service and brand pages were included in search results. This also allowed us to identify any pages that may have issues affecting their indexing.
- SEO issues: We identified and resolved technical SEO issues, such as broken links and mobile usability errors. This proactive approach ensured the website maintained a healthy performance in search results.
Monthly reports
We delivered detailed monthly reports, offering a clear summary of target keyword performance and shifts in rankings. The reports also covered ongoing SEO efforts, including content optimization and the development of new service-specific pages. By showcasing progress and pinpointing areas needing further enhancement, these reports ensured that growth remained driven by data and strategic insights.
Conclusion: A transformative journey
Through a combination of targeted SEO strategies, engaging content creation, and local customer focus, we were able to significantly improve the company’s online visibility and customer engagement. This transformation not only led to an increase in leads and service bookings but also strengthened their brand presence within the local community.
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