Tennessee Water And Fire – The Turnaround

Company Background

• Industry: Restoration and Emergency Services
• Market Segment: Home and Commercial Property Restoration in Tennessee
• Key Services: Water Damage Restoration, Fire Damage Restoration, Mold Remediation, and Emergency Response Services.

Tennessee Water and Fire specializes in water and fire damage restoration. Serving residential and commercial clients in Tennessee, they offer services like water extraction, structural drying, fire damage cleanup, smoke and odor removal, and mold remediation.

Their mission is to help clients recover from disasters swiftly and efficiently.

The Challenge

• Journey Before Partnership: Tennessee Water and Fire was established as a reliable restoration service provider, but they faced difficulties in maximizing their online visibility and generating consistent leads.
• Primary Goals: Increase lead generation, enhance online presence, and improve their digital marketing strategy.

Before partnering with us, Tennessee Water and Fire had limited online visibility and struggled to maintain a consistent flow of leads. Their primary source of water restoration leads was referrals and word-of-mouth. Identifying this, they partnered with another marketing company to take over their SEO and advertisement. After months of stagnant results, and little movement, they reached out to us.

Our primary goals were to enhance their digital presence, generate high-quality leads, and drive business growth. We took over their Google PPC account, GBP, LSA and Website. A full redevelopment of their website was started, and completed in around 5 weeks. The new content was indexed by Google within 10 days and their rankings started to improve.

Flaws/Shortcomings

Their digital marketing strategy had several key issues:

• Ineffective PPC campaigns targeting the “wrong” audience.
• Poorly optimized website leading to low organic search traffic.
• Inconsistent online presence with incomplete business listings.

Struggles

They faced challenges such as:

• Difficulty in reaching potential customers through online channels.

• High cost-per-click (CPC) with minimal ROI from PPC campaigns.
• Heavy reliance on paid advertising due to low organic traffic.

The Process

Strategy
We aimed to transform their digital marketing strategy by enhancing both their GBP and SEO efforts.

Our approach was designed to deliver quicker improvements and corrections from the previous strategy and to ensure sustainability of the new strategies used.

1. 1. SEO Optimization:
      • Keyword Research: Identified high-value keywords to target in content and meta tags.
      • Content Creation: Developed informative and SEO-optimized content to drive organic traffic.
        1. Performed a comprehensive SEO audit to identify technical issues and content gaps.
        2. Developed a content strategy focused on high-traffic keywords.
      • Technical SEO: Improved website structure, loading speed, and mobile responsiveness.
        1. Enhanced on-page SEO elements such as meta tags, headings, and internal linking.
      • Link Building: Implemented a strategic link-building campaign to enhance domain authority.
        1. Built high-quality and more importantly Organic backlinks to improve domain authority and search engine rankings.
      • AHrefs Data Monitoring: Tracked keyword progress and organic traffic from November 2023 to November 2024, with significant improvements noted from May 2024 onwards (Exhibit C).

• Full Citation Cleanup

• Press Releases

Exhibit C. AHrefs Nov ‘23 – Nov ‘24 Organic Traffic

Exhibit D. AHrefs Nov ‘23 – Nov ‘24 Keyword Progression

The End Result

GBP

Initially, there was not rankings in the map pack we produced top rankings in the map pack within the first 4 months

SEO

The limited content on their website required significant content creation efforts. We addressed this by developing a content calendar and producing high-quality, SEO-optimized articles.

Our comprehensive SEO efforts led to substantial organic growth. As shown in Exhibit C, their organic traffic grew from 120 in May 2024 to over 400 by November 2024.

The organic traffic value also rose, reflecting the increased visibility and relevance of their website. Additionally, the number of high-ranking keywords (positions 1-3) surged, driving more qualified traffic to their site.

This dramatic increase in conversions and reduction in costs highlighted the effectiveness of our GBP and SEO strategies. The quantifiable results not only exceeded the client’s initial goals but also established a strong foundation for sustained growth.

Impact on Client

Our efforts had a profound impact on Tennessee Water and Fire. The enhanced digital presence and improved lead generation process allowed them to achieve their goals more efficiently. The significant increase in conversions and reduction in advertising costs directly boosted their bottom line. Moreover, the improved organic traffic and keyword rankings reduced their dependence on paid advertising, providing sustainable growth.

Conclusion

Tennessee Water and Fire’s journey from limited online visibility to robust digital presence is a testament to our effective strategies.

Through targeted GBP optimization and comprehensive SEO efforts, we transformed their lead generation process, driving significant growth in conversions and reducing costs. The client now enjoys a steady flow of high-quality leads, a stronger online presence, and a sustainable path to continued success.