Local Business Case Study

The Client: Metro Tile

This client was a local service provider, a luxury tile installation contractor based in Salt Lake City, UT. The company had been around for a while but were new to SEO and digital marketing and looking for a revamp of their website.

Local SEO

Web Design

Highlights

February 2022

First Page Keywords:

12

February 2023

First Page Keywords:

52

YOY Traffic Increase:

+42%

The Client

Their Business Objectives

Their business objective: increase leads from general contactors looking for tile installation companies (like them) to subcontract. They did NOT want to target customers directly (better margins that way, I guess).

This gave us a dilemma: we had no direct way of filtering out individual homeowners in order to GCs directly. And targeting “tile subcontractor” queries wouldn’t do us much good because the search volume was too low and the results that appeared weren’t relevant to us.

With those facts in mind, we decided the best course of action was to restrict ourselves to the installer/installation/contractor set of queries, instead of targeting job-specific “kitchen remodel” kind of queries.

So we narrowed down our ten most valuable keywords and got to work with our content plan.

Increase Visibility on Organic and Local Pack Results

The Plan

Step 1)

Redesign and optimize the homepage targeting keywords like tile contractors and tile installers.

Step 2)

Build out a series of service pages based on the types of services they offered. For example, residential and commercial tile installation.

Step 3)

Build out a series of ‘areas served’ pages based on the towns in which they provide their services.

The Results

Our Key Performance Indicators

We were able to bring our top ten target keywords, not just to the first page of Google, but to the top two slots. This improvement in KW position let to a 42% increase in site traffic year over year!