Local SEO Case Study: Seamless Overlays
Our client Seamless Overlays is a great case study on how local SEO can significantly increase organic leads from customers in specific geographic areas. Here’s how we used this Search Engine Optimisation strategy to boost their traffic from clients around Australia.
How we used local SEO to help Seamless Overlays
When we joined the team, Seamless Overlays were already attempting to extend their reach nationwide. They had a strong presence in their home state Victoria, but had recently expanded operations beyond state borders to service the entire country. Their speciality is supplying a groundbreaking microcement product for installation on floors and walls in all kinds of design projects.
Their goal was to increase enquiries about projects in Sydney, Perth, Adelaide, and Queensland. We identified SEO as the most effective strategy to achieve this, and specifically local SEO as the best way to increase website traffic from the areas of interest.
Key strategies
Local SEO can involve anything from small updates to larger website re-structuring. Here's a summary of our main tactics to increase Seamless Overlays' search engine presence for each of their target locations.
A big part of local SEO is creating landing pages with a geographic focus, known as region-specific landing pages. These pages are designed to rank for local searches, such as ‘microcement supplier perth’ or ‘microcement showroom near me’.
Region-specific landing pages have a big impact on search rankings because they provide countless options for keyword optimisation. Page titles and H1 headings, page URLS, meta data, and image alt text are all important to Google’s ranking process.
By creating local landing pages — see here — we help Google identify the page’s local relevance to searchers, and amplify it to users in the same region.
Following on from this, we went through the whole website and implemented localised content and geographic keywords; new project case studies, blog articles, meta data, hyperlinks, and page content were all created to mention the brand’s regions of interest.
The reason this works is because Google assumes that someone searching ‘microcement’ from their home in Perth likely wants to be shown relevant businesses in their immediate location. When we use location-specific keywords, we tell Google that the Seamless Overlays website is a relevant result for users in these areas.
Results
The region-specific landing pages we created for Seamless Overlays are now among the top 10 most visited pages on their whole website.
Seamless Overlays now ranks FIRST for the keywords Microcement Melbourne, Microcement Sydney, Microcement Perth, Microcement Adelaide. They had previously fluctuated within the top 20 for these terms. They also now rank within the top 5 for Microcement Gold Coast, Microcement Brisbane and Microcement Australia.
This year, the total number of website visits from each state has already astronomically surpassed the visits from 2023. The biggest growth was seen in WA, which has seen over 500% increase in traffic. Visitors from QLD and NSW have also more than tripled, while the number of Victorian visitors has doubled. Here are the highlights:
But has this translated to conversions? The answer is YES. Since we started targeting these geographic regions with SEO, the sales team saw a huge increase in enquiries from interstate customers; more than doubling Seamless Overlays’ total interstate form submissions each month.
Our goal to shift the focus of operations from Victoria only to an Australia-wide customer base has been achieved — yet enquiries from Victorian customers have also steadily increased as well, thanks to a well-rounded digital marketing strategy. Local SEO is just one (very effective!) element of our client’s growth.