Gawk Outdoor
Dynamic SEO strategy
targeting the gaps yields long-term organic results
It’s not easy being the new player on the block, particularly when it comes to SEO. Gawk’s late entrance to the market meant they needed to think outside of the box to achieve rankings and generate new business.
Gawk Outdoor is an advertising company, producing outdoor billboards across regional Victoria. Having rebranded in November 2020, they came to Sparro wanting to build a new website for their brand, with the objective of achieving new direct business across Victoria.
Sparro understood that achieving wide coverage across Victoria meant narrowing down a highly deliberate SEO strategy. After investigating search volume for generic billboard terms, Sparro found that long-tail, geographic keywords of billboards across regional Victoria were highly searched.
Utilising this keyword data, we built a site that covered all major Victorian locations with organic search volume.
Our SEO strategy focused on finding the gaps in the market and targeting long-tail keywords with high search volume. Most of Gawk’s competitors didn’t have the site depth to cover these terms, which presented Gawk with an opportunity to launch and quickly own this space.
Using these popular search terms, we built a dynamic site for Gawk that featured its 84 billboards across 42 regions or towns around Victoria. Individual site subpages covered all popular geographic keywords for a highly targeted approach.
Our SEO strategy and website build for Gawk’s rebrand established organic traffic as a key channel and achieved:
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- Top rankings for all regional and city keywords including ‘Ballarat billboards’ and ‘Geelong billboards’, accounting for 22% of site traffic
- A significant uplift in direct leads generating +$250,000 in sales, accounting for 41% of site leads
Creating unique sub-pages informed by search volume data-enabled Gawk to achieve rapid organic traffic growth across all of their target locations. These rankings have remained consistent since launching in late 2020, continuing to bring in leads and drive growth for the brand.
To this day, we’re reaping the benefits of partnering with Sparro early in our rebrand and in the investment of a long-term SEO strategy.
Sparro’s creative approach to building an expansive sub-page collection based on locations has allowed us to dominate in Google rankings from the beginning.
Every month we get more than 10 inbound leads from this strategy, and we’ve comfortably written off $250,000 from these leads. We couldn’t be happier with these results and can confidently say that investing in Sparro’s SEO expertise has paid for itself 50 times over.
Objectives
- To build a new website for their brand
- Achieve wide coverage and new direct business across Victoria
- Create a long-term strategy to attract organic leads on an ongoing basis
Strategy
- Find gaps in the market and target long-tail keywords with high search volume
- Build a dynamic site using these popular search terms
- Create individual subpages covering all popular geographic keywords
Outcomes
- Top rankings for all regional and city keywords including ‘Ballarat billboards’ and ‘Geelong billboards’, accounting for 22% of site traffic
- A significant uplift in direct leads generating +$250,000 in sales, accounting for 41% of site leads