J.A. king case study
J.A. King Case Study
Client’s Challenge
J.A. King, a rapidly growing, multi-state precision measurement and calibration company was disappointed with the low conversions they were getting from their digital marketing. Furthermore, the plan felt outdated and needed to be more robust. Agency communication with their team was sparse and results were lackluster with no improvements in lead generation being seen. They wanted a custom solution that would feed aggressive growth and be scalable.
SEO Rocket’s Role
SEO Rocket was referred to J.A. King and asked to evaluate and identify the weaknesses in their current visibility strategy for both organic and search, implement corrections and develop a strong strategy going forward.
Objectives
- Increasing search engine visibility and relevance for highly targeted traffic
- Implement a strategy to increase online leads to fuel growth
- Implement accurate data so that leads could be tracked accurately and ROI could be properly attributed across departments.
- Modular Strategy that could scale with them exponentially as new locations were opened or acquired.
SEO Rocket Services Used
Strategy Initiated
SEO Rocket determined that the ideal approach would be to treat the J.A. King brand itself as a regional presence. Under this strategy, we enhanced local optimization for each brick-and-mortar location, linking its most relevant service offerings to geo-targeted service areas.
We started our partnership with J.A. King in July 2013 when the company had 11 freestanding locations. Since then we’ve worked together to complete the following steps:
- Launched Geo-targeted Search Engine Optimization and Paid Search campaigns to drive site traffic from highly qualified prospects within the service areas relevant to each of the now 16 locations.
- Made a commitment to monthly meetings between the account managers and the digital marketing manager to foster open communication on achievements, next steps, and evolving needs.
- Created a custom reporting tool to provide accurate traffic and conversion data for internal use across departments.
- Built a modular growth plan for local organic SEO and paid promotions of newly opened or acquired service locations that needed both branding and search visibility.
- Established a new site with deeper, more meaningful content that speaks to a wider range of visitors for better conversion through keyword, search volume, and conversion data research.
Success! (The Results)
Since starting search visibility work with our SEO Rocket team in 2013, J.A. King has been able to achieve these results:
- A 146% increase in online leads in the first full year of SEO implementation
- Lead generation growth from 227 submissions in 2014 to 2,351 in 2018 and 2,740 in 2019
- A 50% average increase in year-over-year website lead generation for the past four years (thru 2019)
