Piano Moving Company SEO Case Study
Partnering with a digital marketing agency helped drive significant results for this piano moving company that was looking to expand its organic presence online.
SEO Budget ROI
About the Client
This client is a mom-and-pop shop that’s been moving pianos throughout the Dallas-Fort Worth area for going on 40 years now. Most of their business came from word-of-mouth referrals from their existing customers. This helped them carve out a great deal of regional authority, but it didn’t translate well to their organic presence online.
Our goal is to find ranking opportunities that can be capitalized on to help their website climb the search results and rank in the top five positions for search queries that are relevant to their business. This will boost their visibility, enhance their brand awareness, instill trust in their target audience, and create a passive stream of inbound traffic, leads, and booked piano moves.
They had two major challenges that needed to be taken into consideration. Firstly, piano moving is a hyper-niche market.
The number of piano owners has been dwindling since the 80s and sales of acoustic pianos have dropped roughly 78% since 2005. Most people are choosing to buy digital keyboards or synthesizers instead.
Secondly, their keyword pool is rather small. There are only so many ways you can say “piano movers” without it sounding unnatural. This limits the number of topics we can target.
So, we have a niche industry with a shrinking audience and a small subset of keywords that can be targeted naturally.
As we previously mentioned, they have a very narrow keyword set. This severely limits our targeting options without becoming incredibly spammy. We do have another option though.
Targeting relevant adjacent topics.
Instead of just targeting “piano movers” and their close variations, we found new growth opportunities by looking outside the box. A piano is more than just an instrument. It needs attention, upkeep, and a caring owner. Someone that’ll pay attention to the climate to make sure the strings don’t warp. A person that will be sure to tune it regularly.
Our Content Marketing Process
- Performed keyword research to find growth opportunities
- Identified keywords that could be ranked for in an appropriate time frame
- Wrote blog articles targeting these keywords and topics
- Posted articles to the blog on the client's website
- Added internal links pointing at these articles to ensure they get crawled & indexed
- Sourced white-hat backlinks to improve the pages' Authority
By targeting topics surrounding pianos, we’ll be able to plant a brand awareness seed in their minds before they even know that they’re a potential customer for this business. When they do need to move their piano, our client will be the one that's at the forefront of their mind.
We have been exceedingly pleased with the results of this SEO and content marketing strategy. In a little over 5 months, we’ve been able to increase their organic traffic by 252% and their organic leads by 93%.
This also boosted traffic to their homepage by 60% from the jump in overall brand awareness among piano owners as we had hoped. More importantly, we’re seeing the early stages of compound growth.
This is an incredibly important goal for every business to achieve. Not only does it bode well for future growth, but it also raises your bottom line to a new level.
It’s a simple concept, but a higher level of passive organic traffic means a larger amount of inbound leads that you don’t have to work for. More leads mean more opportunities to turn these prospects into customers.
And, naturally, more customers means more revenue.
Piano Mover SEO Case Study Recap
SEO Budget ROI
Investing in SEO boosted organic traffic by 252% & quote requests by 93%!
Even with piano moving being a hyper-niche industry with lower than average monthly traffic numbers, we were still able to generate significant results by strategically targeting specific growth opportunities.
Capitalizing on these opportunities with focused content marketing coupled with SEO and link building propelled this client up the search rankings for topics that are highly relevant to their audience.
This led to a 252% increase in their organic traffic, an extra 93% moving requests, and a completely booked schedule. They were even able to break their annual moving record by successfully completing over 2,000 piano moves!
If you'd like to see results like these, don't hesitate to get in touch to speak with one of our digital marketing experts.