How to Dominate Local Markets With SEO?
A success story of how Nice to Fit You (NTFY) captured nationwide traffic with city-specific landing pages. As a result, boosting revenue from location-specific pages increased by approximately 9% in a 6-month year-over-year comparison.
(01) PROJECT OVERVIEW
Nice To Fit You, a leading provider of dietary catering services across Poland, faced a challenge
familiar to many businesses with a strong brand presence: how to attract new customers beyond those already familiar with their brand.
details
Industry
Dietary
Market
Polish
Time
Full-time
Project Type
A local SEO strategy
Services
Insights-driven SEO
(02) Challenge
Aiming to skyrocket organic growth
Despite successful PR efforts driving brand awareness and website traffic, new customer acquisition remained stagnant, with only +/- 15% of their traffic stemming from non-brand keywords. To address this challenge, we proposed a local SEO strategy centred around city-specific landing pages, aiming to skyrocket organic growth and capture nationwide traffic. NTFY embraced this approach and partnered with us to implement the solution.
(03) Key takeaway
Essentials
- NTFY’s organic traffic was heavily reliant on branded searches, accounting for 85% of the total. Today, we’ve successfully shifted that balance to a healthier 75%.
- Our user-centric, data-driven approach led to a 94.5% increase in non-brand clicks and a 136% increase in non-brand impressions within six months.
- Key local keywords achieved top rankings, and revenue from location-specific pages grew by 9% year-over-year.
- Collaboration between SEO, UX, and development teams was crucial for seamless execution and maximizing results.
(04) Methodology and Tools
How SEO can help achieve the business goal?
The objective was clear: increase sales beyond major cities and acquire new customers. Following our methodology, we started by understanding the user, the industry, the competition, and the specifics of how Google handles these types of queries.
This allowed us to demonstrate to the client the clear business case for investing in SEO, leveraging their unique selling proposition (USP) to gain a competitive edge.
Here are some of the insights we shared with the client
TAM (Total Addressable Market) Analysis
By focusing on local search intent, we identified a significant untapped market potential. Our analysis indicated that reaching local users could unlock up to 80% of the total addressable market, representing an estimated 54,000 monthly sessions.
Industry growth
The dietary catering industry is experiencing a surge in online interest, with consistent year-over-year growth in both brand and non-brand keyword searches. This presents a prime opportunity for NTFY to capture a larger share of this expanding market.
Competitive landscape
While NTFY faces competition from established local players with strong offline brand recognition, our analysis revealed a significant opportunity to leverage local SEO to reach new customers in underserved markets.
Keyword insights
User search behavior highlights a strong preference for localized queries, even for inherently location-specific services like dietary catering. Our in-depth keyword research, encompassing over 3,000 phrases, identified a monthly search volume of 44,000 for keywords with explicit location modifiers. This data underscored the importance of a targeted local SEO strategy to capture this high-intent traffic.
Seasonality & data insights
The industry is characterized by significant seasonality. Our analysis accounted for this by extending the historical data range to mitigate anomalies caused by the pandemic year, ensuring a more accurate understanding of search trends and informing a data-driven SEO strategy.
Armed with these crucial insights, we embarked on a strategic journey to elevate brand awareness, drive traffic, and boost sales beyond major Polish cities.
(05) Plan
Step by step
01 The beginning
Expanding the structure
Our main challenge was: how to effectively create location-specific pages and integrate them into the website’s structure?
In collaboration with the client, we prioritized an efficient approach to developing location-specific pages, optimizing the utilization of their IT resources. Through close partnership, we devised a solution that enabled the creation of pages primed for SEO optimization. The client’s UX team played a pivotal role, designing a user-friendly layout that also fostered conversions. Clearly defined acceptance criteria (DoR) ensured seamless communication and eliminated misunderstandings between SEO, the client, and the development team.
This resulted in the successful creation and integration of nearly 190 location-specific pages within the website’s structure. We achieved all three project objectives:
- Enhanced discoverability: Ensuring effortless access to location pages for Google’s bots, boosting organic visibility.
- Scalability: Laying the groundwork for future expansion by enabling optimization at a more granular level, such as targeting specific city districts.
- Performance & user experience: Creating lightweight, high-performing pages that enhance user experience and support conversions, while seamlessly integrating with the existing website layout and UX.
02 The next move
Crafting persuasive, SEO-Optimized content
The second challenge was to create content that aligned seamlessly with NTFY’s brand voice, striking the delicate balance between sales-driven messaging and SEO optimization. Our experience with leading brands has taught us the importance of achieving synergy between these two seemingly disparate objectives.
Here’s how we approached this challenge:
Metadata optimization
We meticulously crafted compelling meta titles and descriptions that accurately reflected the content of each location-specific page, incorporating relevant keywords while enticing users to click through from search results.
Content creation with a purpose
Our content team, in close collaboration with NTFY, developed engaging and informative copy that not only showcased NTFY’s offerings but also incorporated strategic calls-to-action (CTAs) to guide users towards conversion.
Keyword integration & semantic relevance
We employed advanced AI-powered tools to achieve a natural and effective keyword density, ensuring optimal visibility in search results without compromising readability or user experience. We also leveraged semantic analysis and entity recognition to identify and incorporate contextually relevant terms, further enhancing the content’s relevance and authority in the eyes of search engines.
User-First approach
Throughout the content creation process, we maintained a user-first mindset. Our priority was to deliver content that was not only informative and engaging but also genuinely helpful to potential customers, answering their questions and addressing their pain points.
By combining data-driven insights with a deep understanding of NTFY’s brand and target audience, we were able to create content that was both persuasive and SEO-optimized, driving organic traffic and supporting conversions.
Additionally, understanding that the decision to commit to a dietary catering plan often involves careful consideration, we went beyond initial acquisition. We developed a robust content strategy focused on providing valuable information and building trust with potential customers at various stages of their decision-making process. This included creating engaging blog posts, informative guides, and other resources that address common pain points and questions, positioning NTFY as a trusted advisor in the dietary catering space.
03 Verification time
Measuring the effects
To ensure the success of our local SEO strategy, we implemented a comprehensive measurement framework that went beyond simple traffic metrics. We focused on key performance indicators (KPIs) that aligned with NTFY’s business objectives, allowing us to track progress and demonstrate the tangible impact of our efforts.
Organic traffic growth
We monitored increases in organic traffic to both the main website and the newly created location-specific landing pages, using tools like Google Analytics and Google Search Console. The well-organized website structure proved instrumental in our analysis, allowing us to efficiently leverage regex queries to extract and analyze relevant data.
Number of clicks 6 month Y2Y (non-brand) increase by 94.5%
Number of impressions 6 month Y2Y (non-brand) increase 136%
More things we support of clients with
Services
-
SEO Website Migration
Ensure a seamless site transition with our expert SEO migration services. We safeguard your rankings and enhance performance through a data-driven approach, unlocking your website’s full potential.
-
SEO Reporting and Forecasting
Transform data into actionable insights with our SEO reporting and forecasting. We deliver clear analysis to shape your strategy and fuel long-term growth.
-
Research and Strategy
Amplify your online presence with data-driven SEO strategies. We optimize keywords across all sales funnel stages, ensuring targeted growth at every level.
-
SEO and AI Training
Equip your team with advanced SEO and AI skills. Our expert-led, data-driven training is practical and aligned with the latest industry trends.
-
Outsourcing
Strengthen your SEO with our dependable outsourcing services. We provide expertise and a data-driven approach to seamlessly enhance and integrate your SEO efforts.
-
Content Premium
Content experts, business partners. Together, we’ll create a cohesive, data-driven content ecosystem spanning blogs to ebooks, to strengthen your brand and drive sales.
(06) Results
Keyword rankings
#1 position
Dieta pudełkowa Kraków
#1 position
Catering dietetyczny Poznań
#3 position
Dieta pudełkowa Warszawa
#3 position
Dieta pudełkowa Bytom
Conversions
We tracked conversions, such as contact form submissions, phone calls, and online orders, to measure the direct impact of our SEO efforts on NTFY’s bottom line. We monitored the ratio of new users to returning users (retention rate).
Revenue from location-specific pages increased by approximately 9% in a 6-month year-over-year comparison
(06) More results
User engagement metrics
We analyzed metrics like bounce rate, time on site, and pages per session to gauge user engagement and identify areas for further optimization.
Brand awareness
We monitored branded search volume to assess the impact of our SEO strategy on overall brand awareness.
Traffic diversification
Just a year ago, NTFY’s organic traffic was heavily reliant on branded searches, accounting for 85% of the total. Today, we’ve successfully shifted that balance to a healthier 75%, creating a more sustainable and diversified traffic profile that empowers NTFY to scale their business with confidence. This significant increase in non-brand traffic not only broadens their reach but also reduces their dependence on existing brand recognition, opening doors to new customer segments and markets.
After six months of implementing the strategy, we are thrilled with the results. Is this the peak of what’s possible? Absolutely not. We still have a lot to accomplish, particularly in the area of building the website’s authority.
CONTACT
Let's boost your revenue from a specific location
As Insightland, specialists in delivering unique insights, we approach every project comprehensively, holistically, but above all, strategically.
Get in touch
Do you need to dominate the local market? We are here to conquer it with you!
more
