Thrive Services Used
Search Engine
Optimization (SEO)
Project Overview
A residential and commercial lawn care provider sought to increase visibility in its service areas across Northern Massachusetts and Southern New Hampshire. The company had worked with multiple marketing agencies in the past, but struggled to generate enough qualified leads to match its growth goals. While the brand had a long history in the region, its digital performance did not reflect the experience it delivered in the field.
Thrive Internet Marketing Agency took over search engine optimization (SEO) management to improve search visibility, strengthen local rankings and increase organic sessions. After restructuring its strategy and shifting away from an overreliance on informational blog content, Thrive executed a localized SEO approach that improved top-ranking terms and drove consistent gains in engagement and traffic. The team’s efforts resulted in a 133% increase in top 3 ranking terms and 58% boost in click-to-call conversions.
The Results
+133%
Top 3 Ranking Terms
+110%
Top 10 Local Ranking Terms
+28%
Year-Over-Year Sessions
+58%
Click-to-Call Conversions
The updated SEO strategy also strengthened user engagement and conversion activity across the site. Key behavior metrics showed consistent improvement throughout the year.
- Engaged sessions increased 28%, rising from 1,221 to 1,559
- Click-to-call conversions increased 58%, rising from 24 to 38
- New website users increased 24%, rising from 1,605 to 1,990
These gains reflect stronger intent alignment and improved visibility for high-value service pages, contributing to higher-quality traffic and better lead opportunities.
The Execution
Thrive managed SEO for this lawn care provider with a strategy focused on improving ranking performance across Northern Massachusetts and Southern New Hampshire. The previous approach relied heavily on informational blog content, which generated traffic but did not support conversions or high-value service keywords. After meeting with the ownership team, Thrive restructured the campaign to align with generating more leads.
Audits and Findings
Thrive conducted a complete set of audits to identify performance gaps:
- The content audit revealed an overreliance on informational blogs that did not effectively support top-ranking terms.
- The on-page SEO audit found under-optimized service and service area pages.
- The technical audit revealed concerns regarding crawlability and indexation.
- The backlink audit confirmed the need for more authoritative local links.
- The Google Business Profile audit identified missed opportunities for stronger local engagement.
These findings confirmed the need for a more targeted local SEO strategy.
Strategy and Implementation
Thrive shifted the campaign toward a local intent framework designed to enhance visibility for high-value residential and commercial searches. The team began by reworking existing service and service area pages to better align with how customers search for lawn care providers in specific towns. New service pages were created to expand coverage across Middlesex County and Hillsborough County, allowing the site to capture more geographically targeted queries.
Additionally, existing blog posts were rewritten with a localized intent and integrated into the internal linking structure to reinforce relevance for priority service pages. Technical enhancements addressed crawlability issues and indexation gaps that were limiting organic performance, ensuring search engines could more effectively access and evaluate the site’s content.
Thrive also launched a backlink initiative focused on earning authoritative local links that support competitive ranking terms. Finally, the client’s Google Business Profile was optimized to strengthen visibility in local search results and drive more high-intent interactions. This comprehensive approach ensured that every part of the campaign contributed to the client’s goal of generating a higher volume of qualified leads.
Key Improvements
One of the most meaningful achievements involved guiding the client through the data to help them understand the limitations of the previous content strategy. With a clear shift toward localized optimization, the campaign began to produce measurable performance improvements that aligned with its lead generation goals.
The Next Steps
Thrive will continue to optimize service and location pages to support higher-intent searches. Additional authority building and ongoing technical improvements will help maintain ranking gains and create more stability in organic performance. These efforts are aimed at driving stronger and more consistent conversion growth as the client continues to scale its presence in Northern Massachusetts and Southern New Hampshire.