SEO Geo Targeting Case Study
Testing Keyword Performance by City.
Driving More Organic Traffic
When we start working with a new dealership our team analyzes the keywords performance and look for the top keywords we should prioritize based on many factors including search volume, competition, and proximity to name a few. We continue to review over time as we get new keywords ranked look for additional opportunities to grow organic traffic.
In this case study, we focus on geo targeting a local city that our research showed has solid search volume and an opportunity to expand our dealership’s organic reach on Google.
What did we test?
Why were we testing?
Google Analytics indicated that users in Texarkana were actively shopping the client’s website. Texarkana was ranked as the third-highest city for organic traffic coming to the site even being an hour away. The website had zero content ranking for Texarkana keywords.
Our experienced team believed the high volume of traffic from Texarkana willing to shop for their next vehicle in Mt. Pleasant TX would also consider driving to Texarkana given the option.
Our goal was to infiltrate the Texarkana search rankings for new and used terms so our dealership could drive more traffic.
How did we execute this strategy?
We started building long-tail keyword landing pages involving the Texarkana geo-target for multiple makes and models early on. These were keyword combinations with lower Search Volume, for example, “Ford F-150 for Sale Texarkana TX” that were easy to rank for and gave us the ability to gain authority and trustworthiness around that keyword. As we built up a stable of content supporting that geo/keyword we began building shorter-tail keywords like “Ford Dealer Texarkana” as it would have the long-tail content to support it.
What was the testing time frame?
Almost immediately after building the Ford Dealer Texarkana page, the new landing page started ranking organically and garnering sessions. It ranked on Page 1 by month two/February 2021.
What were the results? How did we track progress?
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But that page isn’t just ranking for that keyphrase. It’s ranking for two others (and likely more) giving it a combined Search Volume of 850 estimated potential monthly visits to the site:
These Are the Results You’re Looking For
Through Google Analytics we were able to measure 429 New Sessions to the landing page in 2021 to date, with a 14.92% Bounce Rate, 3.38 Pages per Session, 3:36 Average Session Duration! All excellent organic search metrics.
You can see an overall increase in traffic from the Texarkana (AR/TX) area, with ~12% increase in Sessions, a 13.5% increase in Users, and a 17% increase in New Users during that same timeframe: