The Ask
When Arrow approached Swarm, the SEO landscape had changed abruptly in just a few years. A successful strategy now required a less traditional approach and it became more complex to foster cross-device engagement. That meant Arrow needed Swarm’s help to address its website’s responsive capabilities, content, and mobile-friendly features.
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
The SolutionSwarm’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.
