Case Study: SEO Growth for Force by Mojio

Force’s domain was brand new, and wasn’t yet ranking for any meaningful keywords. To grow organically, we needed to increase the site’s domain authority and capture niche industry keywords to target our ideal customers (small business owners who manage home services fleets). 

We achieved our goal with 2 key elements:

1. Keyword Strategy
2. Content Strategy

1. Keyword Strategy

Our first step was to create a focused keyword strategy and identify relevant, non-branded target keywords to grow organic traffic. We analyzed Force’s competitors’ search presence and seasonal effects, as well as reviewed keywords to define topics of relevance. Then, we created specific keyword recommendations for landing pages, and began tracking these target keywords. 

Our keyword strategy not only included recommendations for key existing business pages, but opportunities for new pages as well. 

For existing pages, such as the Homepage, Features page, and FAQs, we identified on-page optimization opportunities and provided Force with a detailed implementation plan with best practices. This included providing a data-driven target keyword for each of their landing pages, proposed changes to title tags and meta descriptions, relevant headers, and image alt-texts for Force to easily implement.

We also identified the opportunity to build out new vertical pages to target small business owners in core home service industries, such as HVAC, plumbing, electrical, roofing, home cleaning, and more. Once built, we tracked these keyword rankings as well, to continue optimizing where needed. Over the past year, all new vertical pages gained a spot on the front page of the SERP.

2. Content Strategy

Because Force was built with small business owners in mind, our content strategy focused on building non-branded traffic, segmented by industry to provide value to that specific target audience.

At Flywheel, we believe that deciding what to write is just as important as writing it well. After all, a great piece of content doesn’t provide value to a business if it isn’t being seen. While search volume is a piece of the puzzle, we go a few steps further in our methodology.

For Force, we took into account a variety of ranking factors, such as relevance, search intent and difficulty, as well as non-technical considerations such as brand alignment and business priorities. We analyzed the SERP for each query to identify featured snippet opportunities and to evaluate content and growth potential. We then used a priority-weighted SEO metric matrix to guide content decisions. Finally, we looked at high-priority queries and collaborated with Force to further understand current business needs and determine the best content to create. 

For each content piece agreed upon, we provided a detailed data-driven brief in a living document, updated monthly with new briefs. Unlike others who plan blog ideas months in advance, our content is planned on a monthly basis. This allows us to be nimble and adjust to the client’s needs—especially with our startup clients, like Force, who are more agile in their features and priorities. 

Examples of niche industry blogs:

The Best Vehicles For Electricians 
5 Benefits Of A Fleet Tracking System For HVAC Companies 
What Insurance Does Your Cleaning Business Need?

As of November 2021, we’ve been able to mine success through segmenting content by industry and are now moving into segmenting by region and seasonality trends. This will help Force differentiate itself from big-budget competitors by speaking more directly to our target small business customer.

Our high-quality, research-driven content has also generated organic backlinks from other news sites, bloggers, and publications, contributing to Force’s increased domain authority over time.