A national Canadian security company came to us with a common challenge: balancing the needs of their national website with the specific goals of their BC office.

The BC branch wanted to increase visibility, drive more traffic, and generate organic leads. But, the website’s structure limited their flexibility. We could only add content that fit into the existing structure. A new website wasn’t an option.

Here’s how we increased their search volume and got them more organic leads using content.

The Challenge: Bridging National and Local Needs

The BC branch had recently integrated with the national website and faced several challenges:

• Limited flexibility: Changes had to work for all of Canada, making it hard to add location specific content for BC.
• Complicated structure: The site was old and cluttered, making it hard to track how visitors used it or turned into customers.
• Confusing content: The text was full of industry jargon that didn’t explain services clearly to potential customers.

We needed a strategy that worked for both the BC office and the overall national website.

Our Approach: Hyper-Local and Service-Based SEO

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We began with a deep dive into the website to uncover areas where we could create the most impact. Our goal was clear: drive organic lead generation by improving visibility for both service keywords and location-specific terms.

Step 1: Rewriting for the Customer

The first thing we did was remove confusing jargon and rewrite the content to connect with potential customers.

We focused on answering the questions and addressing the concerns of people actively searching for security services in BC. Clear, accessible content became the foundation of the strategy.

This company did something we see often. They wrote their site about themselves, not for their customer.

Step 2: Targeting High-Opportunity Keywords

Using a hyper-local SEO approach, we identified high-intent keywords specific to BC. These included both general service keywords like “security services BC” and more granular terms that targeted location.

We focused on high-intent, low-competition keywords to reach people looking for exactly what the company offered.

Step 3: Optimizing Location-Specific Pages

To help the BC branch stand out, we enhanced their location-specific pages. We updated these pages to highlight regional expertise, add localized keywords, and include clear calls to action. This helped the BC branch rank in local searches while staying consistent with national branding.

We put emphasis on the services each location wanted to increase.

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Step 4: Improving the Customer Journey

We reorganized and streamlined parts of the site to make it easier for visitors to navigate. We did this by structuring the service pages and location pages into landing pages. Leading users to the next step without making them have to look for what they needed.

The Results: A Boost in Organic Lead Generation

Over nine months, the impact of these changes was clear:

• Traffic Growth: Monthly site visits increased from 41K to 91K, a 122% growth in traffic.
• Improved Engagement: Engagement rates increased by 32%, showing that the quality of traffic also improved.
• More Clicks, More Leads: Organic clicks jumped by 24%, bringing in a steady stream of qualified leads for the BC branch.

These improvements translated directly into business growth for the BC office. By capturing the attention of their target audience and guiding them toward meaningful actions, they were able to generate leads without increasing reliance on paid ads.

Why This Matters for Organic Lead Generation

This project highlights the power of a well-executed SEO strategy tailored to specific goals. By creating content that connects with customers and targeting high-intent keywords, the BC branch of the security company increased its visibility and attracted the right audience.

To improve organic lead generation, focus on your customers’ needs at each location. Make it easy for them to take the next step, whether it’s contacting you, visiting your store, or learning more about your services.

How This Strategy Builds Organic Leads Using SEO

If you’re looking to grow your business through organic lead generation, this strategy is key. By focusing on search engine optimization, you can create a long-term approach to attract the right audience without relying on paid ads. Here’s how:

1. Create Content Your Audience Wants

The foundation of any successful organic lead generation strategy is high-quality content. By creating content that answers your audience’s questions and solves their problems, you’re not just improving your search engine rankings—you’re building trust and credibility.

2. Target Relevant Keywords

Using relevant keywords with high search intent helps your business appear in search engines where your ideal clients are looking. These keywords act as a bridge between your content and the high-quality leads you want to attract.

3. Focus on High-Quality Leads

Unlike paid ads that can bring in random clicks, SEO attracts high-quality leads—people who are actively looking for what your business offers. These are the visitors most likely to convert into customers.

4. Leverage the Benefits of Organic Leads

Organic leads don’t just save you money compared to paid campaigns; they also build a stronger foundation for your business. Appearing in search results makes your brand more trustworthy, and with consistent traffic, you can grow sustainably over time.

How to Improve a Location Page to Boost Your SEO

A good location page can help your business show up in search engines, bring in more visitors, and get better leads. By making the page clear and easy to use, search engines can understand your business better, and customers can find and trust you. Here are some actionable tips to improve your location page and take advantage of its SEO potential.

1. Use Location-Specific Keywords in Meta Data

Meta data, including the title tag and meta description, plays a crucial role in your page’s visibility in search engines. Ensure you incorporate relevant keywords that include the specific location you’re targeting.

For example, instead of a generic meta title like “Security Services,” use something more specific, such as “Top Security Services in Vancouver, BC.” Similarly, write a meta description that includes your location and highlights what makes your services stand out.

For example:

“Looking for reliable security services in Vancouver, BC? Our trusted team provides top-notch security solutions tailored to your needs.”

This strategy not only helps search engines rank your page higher for location-based searches but also attracts high-quality leads looking for services in your area.

2. Include Your Location and Contact Information Clearly

Search engines value location pages that provide clear and consistent business details. Make sure your location page prominently displays the following:

• Address: Include the full address of the location, formatted consistently with how it appears on other platforms like Google My Business.
• Phone Number: Use a clickable format for mobile users (e.g., tel:+1234567890).
• Business Hours: List accurate hours to ensure customers know when you’re available.

Having this information visible not only helps customers find you easily but also strengthens your credibility with search engines by reinforcing your local presence.

3. Showcase People or Services Specific to the Location

Make your location page personal by featuring the team members or services that are unique to that branch or region. For example:

• Highlight your staff with professional photos and brief bios.
• List the specific services or products offered at this location.
• Mention any regional expertise or certifications that make your team stand out.

By creating content tailored to the location, you enhance the page’s relevance to search engines and build trust with potential customers.

4. Add Customer Reviews or Local Results

Nothing builds trust faster than real feedback from satisfied customers. Include reviews or testimonials specific to the location you’re promoting. You can:

• Feature a carousel or list of reviews from Google, Yelp, or other platforms.
• Highlight a notable success story or results achieved by your team in that area.
• Use client quotes to demonstrate your expertise and service quality.

Search engines value content that builds authority and relevance, and reviews are a great way to do both. Positive feedback also makes potential clients more likely to choose your business over competitors.

5. Embed a Google Map

Adding a Google Map to your location page is a simple yet highly effective way to enhance your local SEO. This feature does more than just show customers where to find you; it also signals to search engines that your business is tied to a specific location.

Embedding a map is straightforward and should be prominently placed near your address and contact details. For added impact, customize the pin with your business name and ensure your Google My Business profile is up-to-date with the same address.

6. Optimize Images with Location Details

Images on your location page can also help with SEO if optimized correctly. Include photos of your storefront, team, or local projects, and add descriptive alt tags that incorporate location-based keywords. For example:

“Our security team in Vancouver, BC, providing top-tier solutions.”

“Exterior of our office in downtown Toronto.”

This helps search engines understand the relevance of your images to the location, improving your chances of ranking for organic lead generation searches.

7. Make the Page Mobile-Friendly

Many local searches happen on mobile devices, so it’s essential to ensure your location page loads quickly and displays properly on smaller screens. Use responsive design to adapt the page layout to different devices and make navigation easy for mobile users.

8. Use Internal and External Links Strategically

Internal links guide users to other important pages on your site, while external links provide additional value to visitors. On your location page, you might:

• Link to service pages, blog posts, or FAQs relevant to the location.
• Add external links to local resources, such as nearby events or community organizations, to show engagement with the area.

Ready to get similar results for your business? Book a free discovery call to go over your SEO strategy.