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Understanding the challenge
A fast-growing regional fiber provider faced intense competition from established national brands. While rapidly building out their network into new towns, their online visibility lagged. They struggled to rank in local search results for high-intent keywords like "fiber internet [city name]" and were losing potential subscribers to competitors with stronger digital footprints. Their website also wasn't optimized to convert location-aware traffic effectively.
Our approach
We executed a comprehensive, hyper-local Demand Generation strategy focused on SEO. The goal was to establish the client as the top fiber provider in every new market they entered, ensuring their investment in infrastructure translated directly into subscriber growth.
Key elements of our solution included:
• Conducting extensive keyword research to identify high-value local search terms for over 100 cities and towns.
• Developing and optimizing unique landing pages for each service area, featuring localized content, service availability details, and customer testimonials.
• Executing a complete technical SEO audit and overhaul of the main website to improve site speed, mobile-friendliness, and crawlability.
• Building out a robust Google Business Profile strategy, creating and managing listings for local offices and service hubs to dominate the map pack.
Technical innovation
We developed a dynamic landing page generation system that programmatically created and updated hundreds of location-specific pages. This system integrated with the client's network availability API, ensuring that users always saw the most accurate and relevant service information for their specific address. This dramatically improved the user experience and boosted conversion rates by providing instant, personalized answers to the most critical user question: "Is this available for me?"
Outcome
The hyper-local SEO strategy resulted in a 138% increase in organic search traffic over 18 months. The client achieved first-page rankings for target keywords in over 85% of their new markets within six months of launch. This surge in organic visibility directly led to a 75% increase in online subscriber acquisition, significantly lowering their customer acquisition cost (CAC) compared to paid channels.
