The Business

Golf Course Lawn Store, helmed by founder Ron Henry, is a leading U.S. provider of premium lawn care essentials— from fertilisers to insecticides.

When Golf Course Lawn Store approached us, they were poised at a crucial juncture. Despite achieving a commendable annual revenue, our client was unsure how to grow the business to the next level.

The Goal

The challenge was not just to increase revenue but to fundamentally transform the company's online visibility and organic sales, transforming Golf Course Lawn Store's market presence.

Step 1 — Redesign and Navigation Improvements

Homepage redesign and improvements in the main navigation: UX and navigation were vital to reach the organic goals of the campaign. The old Homepage design lacked functionality and we identified areas of improvement, primarily in the flow of information from the Homepage. The new Homepage is designed not only to improve the browsing journey on the website but also to establish the client's authority in the industry.

Step 2 — SEO Foundations

Keypages and Keyword Research: This is one of the high-priority foundations in SEO, which was completed in the first month of the campaign. This allows us to identify the key pages in the website and determine which keywords these pages should rank for.

Website SEO Technical Audit: A website free from technical errors would definitely perform more efficiently in organic search. This strategy helped us fix high priority onsite issues such as missing H1 tags, missing alt image tags and internal linking errors that can influence rankings. The tech audit can also detect issues with site speed performance that can affect user experience and conversion if not addressed accordingly.

Creation of the Resources Section of the Website: Establishing the authority of the client in the industry was among our top priorities. The Resource section of the website was one of our recommendations for achieving this goal. This section contains valuable information to attract first-time visitors and KB articles and other helpful information to help Google identify the website as a top source of information about related topics.

Keypage Optimisation and Page SEO Boost: This strategy involves full SEO optimisation and copy improvements for the main product collections. We ensured that each collection page had enough copy and provided a clear description of the search intent and purpose of the page. We optimised the copy with keywords, targeting both commercial and informational search terms highly relevant to the page. We optimised the header tags, meta titles, and descriptions to boost organic rankings and CTR. Additional copy was also added below the fold, such as videos and FAQs for SEO purposes.

Competitor Analysis: We focused on identifying gaps in content, ranking keywords, and onsite site features unique to competitors that were missing from the website. Our findings and insights from this strategy helped determine more efficient topics to cover in our content marketing strategies. We've also incorporated additional competitor keywords in our blog optimisation work to compete and overtake competitors in SERP position and visibility. We've also made some recommendations to improve the blog design based on the insights we got from this action.

Step 3 — SEO and Copy Boost

SEO Management: This is another vital strategy for SEO aimed to monitor and report the site's organic performance, site health status, and react to any outside factors such algorithm updates and changes in the SERP volatility.

Blog improvements: Implementation of a sticky table of contents. Adding product images, product links, and related reading links to blogs.

Blog Topic Keyword Research: Research and recommend additional blog keywords based on the blog titles and topics in the content schedule.

Seasonal SEO Strategy: Since the business is highly seasonal, we incorporated specific strategies to further improve organic performance during the high seasons and cope with the low seasons.