Grow Organic Search Visibility & Traffic from Local Users
Improve Website Usability & Lead Generation Potential
Establish a New Blog for Ongoing Content Production
Increase Lead Generation Outside of Georgia
The Project Background
With over 35 years in business, Current Pixel is a Roswell, Georgia-based media digitization company that specializes in preserving content from obsolete media types like VHS tapes and movie film reels into digital files or DVD sets.
In 2016, Current Pixel came to Captivate to help expand the company’s digital footprint, both locally and on a national scale. In conjunction with a paid search strategy, Captivate optimized Current Pixel’s site for both SEO and CRO. These efforts not only helped facilitate better usability for lead generation, but in the process we constructed a new blog to help support an ongoing SEO content strategy to aid continued growth over the long-term.
This strategy proved to be successful, helping Current Pixel double organic traffic 3 consecutive years, while earning Captivate a 2019 AMY nomination in the process.
The Project Challenge
Current Pixel offers a wide range of media conversion services that include different formats of video, film, and photos. As such, the spectrum of relevant keywords is vast, encompassing not only various media formats, but also different keyword variations for each format. For example, one popular video format like VHS has a variety of relevant keywords, like VHS to DVD, VHS to Digital, VHS Transfer, Video Tape Transfer, Convert VHS, and VHS tape conversion, to name just a few.
The complexity of keyword data presented a unique challenge for Captivate in assembling Current Pixel’s new optimized sitemap. It was an exercise of distilling keyword data to help instruct internal pages of the site, while also pinpointing topics better suited for content marketing.
From a local SEO perspective, Current Pixel had historically struggled to rank consistently in the Google Local 3 Pack for geo-specific keywords because the company is based in the Atlanta suburb of Roswell. In addition, Current Pixel faced stiff competition for high-converting keyword targets from larger, nationally recognized brands.
Wide Range of Various Obsolete Media Types to Target
Vast Keyword Data Including Unqualified DIY Queries
Inadequate Conversion Mechanisms to Drive Leads
Significant Competition from Larger National Brands
The ROI Focused Solution
As with most SEO campaigns, the solution for Current Pixel involved a multi-faceted approach that would include a number of components. Guided by our behavioral intent keyword research, a thorough SEO audit and competitive analysis, the first major cornerstone was a website optimized for both SEO and CRO.
The on-site SEO component would entail solving the sitemap puzzle for Current Pixel and how content could be best organized on the site. This involved the creation of several new format-specific pages to cover each media type.
As for off-site activities, Captivate optimized Current Pixel’s Google My Business page, citation profile, and link acquisition efforts. Citation clean-up and link building proved be pivotal elements to the SEO strategy, helping to ensure Current Pixel’s presence in the Local 3 Pack, as well as cultivating greater domain authority to rank exceptionally well in the organic search results.
Lastly, Captivate’s monthly reporting and Analytics offered actionable insights each month to continuously grow and evolve the SEO program. Such insights enabled continued optimize of Current Pixel’s conversion funnel, while helping to fill gaps in areas that needed improvement.
Organic Lead Forms
More than half of the site's total conversions come from SEO.
Nearly 60% of total traffic comes from organic users.
Mobile Form Leads
1 in 3 organic form leads come from mobile SEO users.
Quality SEO content is a consistent driver of leads.
3 consecutive years of 100%+ gains in organic traffic Y/Y.
SEO expanded lead generation from out-of-state users.
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