Using SEO to Generate More Leads for a Lawn Care Company

Comprehensive Keyword Research: When taking on a client needing search engine optimization, we begin by performing what is called “keyword research”. We have various tools to do this which ultimately help us to identify relevant, high-traffic search terms from users that a high probability to need those services now or, in the near term future. In this instance, keywords like as “lawn care Charlotte,” “lawn mowing services,” “yard maintenance service,” and “landscaping Charlotte NC” were selected.

We also included what are called “long-tail keywords” – these are phrases that are more broad in nature compared to a “high intent” search term. For example, someone may be searching for information about how to kill weeds in their lawn – this is an opportunity to provide subject-matter expertise via a blog entry, while also using that content to promote the services of the lawn care business.

On-Page Optimization: We begin with what are called “Title Tags” and “Meta Descriptions”. There are best practice guidelines for things like character lengths and, opportunities to add targeted keywords into these specific sections of a web page. For example, the “Meta Description” is a sentence or two (up to 160 characters) that Google uses to display what the page is about in Google search. This presents the lawn care business with an opportunity to create a unique and compelling
description to encourage clicks from search engine results pages (SERPs).

Content Optimization: Geographically focused service pages were also to be rewritten and include relevant keywords naturally within the content, while also providing detailed descriptions of lawn care services such as mowing, fertilization, weed control, and aeration. This opens up the pages to more search terms that are relevant to the core service offerings of the business.

Internal Linking: Internal linking is a method used to connect content to applicable/relevant pages throughout a website making it easy for users to find related content within the website. From a search perspective, this also speaks to the “bots” from Google that scan a website and provides an opportunity to make that process as easy as possible. We decided to implement an internal linking strategy to help users and search engines navigate the website more effectively.

Content Creation: The analogy “content is king” is still relevant. The 10X team created a content calendar to publish blog posts on topics related to lawn care on a regular cadence (4 per month / 1 per week). Topics included “Seasonal Lawn Care Tips for Charlotte Residents” and “How to Prepare Your Lawn for Spring.” These articles were optimized for local SEO and provided valuable information for potential customers.

Service Area Pages: Specific pages were to be created for surrounding areas like Matthews, Huntersville, and Concord, optimizing for local search terms such as “lawn care services in Matthews, NC.”

Significant Traffic Increase: The company’s website saw a 90% increase in organic traffic, growing from 300 visitors per month to over 570 visitors.

The majority of the new traffic came from local residents searching for lawn care services. This is a clear indicator that 10X’s SEO efforts were effectively targeting potential customers.

Improved Keyword Rankings: The company’s website also began to rank on the first page of Google for several high-value keywords, including “lawn care services Charlotte,” “lawn maintenance Charlotte,” and “lawn mowing near me.” Other, long-tail keywords like “affordable lawn care Charlotte” also saw significant ranking improvements, which in turn helped to drive more qualified traffic to the website.

Increased Lead Generation: The number of leads generated through the website’s contact form and phone calls increased by 65% over the six-month period.
The content and service area pages contributed the most to this increase with some of those inquiries coming from surrounding towns, thus expanding the company’s reach beyond their home market of Charlotte.

Enhanced Local Presence: Following the revisions to the company’s Google Business profile, we measured a 50% increase in profile views and a 40% increase in actions – with “actions” meaning calls from the profile, visits to the website &/or users asking for directions to the business. An increase in the number of positive user reviews on Google and improved local SEO obtained via the citation efforts outlined earlier, saw the lawn care company became one of the top-rated service providers in the Charlotte area.

Stronger Domain Authority: Following the increase of backlinks (“votes”) now pointing to the website, the site’s domain authority improved significantly which helped to solidify the company’s position as a trusted local service provider in the lawn care industry.