CONTENT THAT SCALES

LINE-X (August, 2021 – 2022)

Lead SEO and Content Marketing Project Manager

LINE-X is best known for their rugged truck bedliners. With more than 450 franchises worldwide, their brand is well known and recognized in the auto industry.

Beyond bedliners, they also specialize in polyurea coatings for the industrial and manufacturing industries under the ISX Coatings brand name.

LINE-X also has a truck accessories brand, Truck Gear by LINE-X. This line of truck accessories is sold and installed by their existing franchise network.

LINE-X needed help developing a strategy to increase their organic search engine rank for their truck gear products, consolidate their franchise’s rogue web properties, and develop a content strategy that speaks to the end-users of their products — truck enthusiasts. My responsibilities include developing and implementing the strategy for each of these goals.

Truck Gear by LINE-X

The existing website architecture made it difficult for search engines to crawl and index their product pages. I developed a new website framework and landing page wireframe with user path data from Google Analytics to help search engines find these products. Combined with a content strategy built to capture organic traffic leads for tonneau covers, truck toppers, and other truck accessories, were on target to double organic traffic on one year.

LINE-X Franchises

Their franchise network was scattered and tracking conversions, leads, and traffic to the national website and local franchise landing pages was difficult due to rogue website properties.

I performed a rogue website property audit and outlined solutions to eliminate these properties. I also provided the data to back these decisions for reluctant franchise owners.

Following the audit, I developed a strategy to optimize existing franchise properties to correct ongoing problems with indexing and ranking with many local franchises landing pages due to incorrect meta tags, thin or duplicate on-page content, and a scattered local listing network.

Organic Website Traffic

LINE-X’s organic website traffic was slowly declining YoY. I began with a technical website audit to address architectural issues which were making it difficult for certain pages to rank.

Next, I developed a content strategy for 2021 to capture organic traffic leads. This content calendar includes two blog posts with custom imagery each month.

KPIs

September 2021

  • 76% MoM increase in online conversions to request a quote

October 2021

  • 8% MoM increase in online conversions to request a quote

FIVE STAR PAINTING (2019 – 2022)

Lead SEO and Content Marketing Project Manager

Five Star Painting is a national painting franchise with more than 350 locations in the US and Canada. Five Star Painting is owned by Neighborly, the world’s largest home service franchise company with more than 29 brands and 4,800 franchises in nine countries.

My primary responsibility revolves around organic traffic and conversions on their national website and local franchise pages. My team also managed their social media and paid advertising campaigns.

Throughout our relationship, I’ve developed and implemented strategies to grow their organic traffic, increase conversions to local franchise pages, and cement the brand’s presence and thought leadership in the DIY and home improvement space with a blog strategy. A few of these projects that helped Five Star Painting dominate organic search results include:

  • Content Gap Analysis

  • Paid/Organic Keyword Alignment

  • Technical Website Audit

  • Google My Business Audit

  • Keyword Gap Analysis

  • Content Calendar Creation and Implementation

  • Social Content Creation

KPIs

  • 2019 YoY

    • +558% (482,922 vs 73,351) increase in organic website sessions

    • +354% (4,946 vs 1,090) increase in “Schedule an Estimate” conversions

    • +739% (242,985 vs 28,968) increase in organic sessions to the blog

    • +405% (100,905 vs 19,961) increase in organic sessions to franchise pages

  • 2020 YoY

    • +123% (1,074,750 vs 480,833) increase in organic website sessions

    • +28% (11,219 vs 8,702) increase in “Schedule an Estimate” conversions

    • +162% (637,852 vs 242,711) increase in organic sessions to the blog

    • +86% (184,290 vs 98,964) increase in organic sessions to franchise pages

MR. HANDYMAN (2019 – 2022)

Lead SEO and Content Marketing Manager

Mr. Handyman is also part of the Neighborly network of home service providers. They have more than 250 locations in 29 states. This home service franchise specializes in home repair services in high-end homes and neighborhoods.

My primary focus was increasing organic traffic to their national website and local franchise landing pages. Projects to help us achieve these goals and impressive YoY gains include:

  • Franchise Audit

  • Interactive Homeowner Tools

    • Drywall Calculator

    • Deck Material Calculator

  • Technical Website Audit

  • Google My Business Audit

  • Keyword Gap Analysis

  • Content Calendar Creation and Implementation

  • Social Content Creation

Our content initiatives helped this brand thrive during the pandemic thanks to a targeted blog strategy that focused on DIY and home improvement projects.

  • 2019 YoY

    • +276% (1,037,227 vs 275,609) increase in organic website sessions

    • +282% (38,273 vs 10,002) increase in “Request Service” conversions

    • +315% (262,025 vs 63,088) increase in organic sessions to the blog

    • +328% (230,558 vs 53,801) increase in organic sessions to franchise pages

  • 2020 YoY

    • +71% (1,735,327 vs 1,013,100) increase in organic website sessions

    • +20% (45,173 vs 37,504) increase in “Request Service” conversions

    • +212% (795,749 vs 254,906) in organic sessions to the blog

    • +86% (184,290 vs 98,964) increase in organic sessions to franchise pages