Strategic use of the Microsoft Advertising Network (MSAN) helped a health insurance plan facilitator increase high-quality leads during an incredibly competitive period of open enrollment.
SEO + Content Case Study
Optimized Google Business Profiles increase visibility 359%
Strategic optimization of client’s Google Business Profiles spiked visibility for local branches and improved presence in local search.
The Client
IPX1031 is a subsidiary of Fidelity National Financial, each year IPX1031 assists clients and their tax and legal advisors by providing exchange solutions that enhance their business portfolio and preserve equity.
The Objective
Increase visibility, rankings, traffic and conversions for IPX1031 by creating Google Business Profiles to rank in the local pack for local searches.
Results Highlights
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359%
increase in views in search
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224%
increase in GMB phone calls
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211%
increase in website clicks
Local SEO Strategy
Build out Google Business Profiles across branch locations
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The Problem
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IPX1031 conducts business across the US and has sales representation in every state, however, they didn’t have any Google Business Profiles (formerly known as Google My Business, or GMB, listings). As a result, their local pages would not show in Google Maps or the Google local pack, and their local branches were heavily underrepresented in local search.
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The Solution
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We set out to create a Google Business Profile listing for each individual branch location and sales manager. We then optimized the local landing pages associated with those new listings for maximum visibility for targeted keywords in local search.
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Why it Matters
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Local visibility is incredibly important for a business with individual branch locations. Oftentimes, potential clients apply geographic-specific keywords when searching for professional services. By creating Google Business Profiles unique to each branch in each location, we were able to dramatically improve their visibility in each region where they operate.
This graph represents the increase in discovery search impressions over the course of 12 months for IPX1031’s local business listings. These represent searches for a service-related keyphrases, rather than direct brand searches. These impressions imply new customers discovery of a business, their physical location, and services.
We were able to significantly increase the GMB discovery searches and the GMB calls and clicks to the website by creating GMB listings for all of their office locations and sales managers. Each listing was fully optimized and leads to a fully optimized local landing page with more local/regional content. We have 116 listings in total. These listings are maintained ongoingly.
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