Arrow Exterminators: Content/Search

Content and Search Strategy Increases Leads by 50%

AnalyticsCreative StrategySEO
challenge

challenge The Challenge

Arrow needed Swarm’s help to address its website’s responsive capabilities.

Arrow needed Swarm’s help to address its website’s responsive capabilities, content, and mobile-friendly features. We quickly identified these as major factors that were affecting the lead capturing process. With more than half of web traffic coming from mobile devices, Arrow needed to make mobile-friendly changes to its website.

The constantly changing SEO landscape

Arrow’s website was not mobile responsive

More than half of web traffic was coming from mobile devices

challenge

challenge The Solution

Swarm’s SEO strategy focused primarily on the importance of relevant content that drove customers to local offices. We created a natural user flow with localized content that could be delivered across any device with impactful language at critical decision points. We adapted to the localized needs of customers coming to the site through business logic, analytics tracking, and tactical search trends. Swarm’s customized analytics helped Arrow see which offices were attracting the most leads and pivot resources to take advantage of the opportunities based on the data.

Swarm also helped Arrow completely reimagine its lead generation process and customer journey. Because localized content was so important, especially on mobile devices, Swarm assisted Arrow by developing a strategy that populated the company’s 76 local office pages with more useful, relevant content and extended that strategy to business rating and review sites like Yelp. In addition, Swarm introduced approaches to paid search and social media that helped supplement the overall strategy. As part of Swarm’s SEO strategy, we managed the entire process by tracking lead generation and monitoring performance in real-time.

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