Denver Pergola Systems has become the exclusive dealer for Arcadia™ Luxury Louvered Roof systems in Colorado concentrating on sales and custom installs of pergolas for commercial venues as well as residential pergolas.
With a launch in a new market where traditional wooden pergola and shade structures are the norm, there is a steep branding curve to this relatively new, but highly innovative shade structure system. The first marketing challenge WSI is providing for Denver Pergola is increasing their SEO efforts. Implementing a strategy that will increase visibility and brand recognition in a new market are top priorities for this company.
With such a unique and new product, WSI got creative with the keyword research.
- We determined “What types of other products compare to the function of a pergola?”
- We examined the natural vernacular people of this region use.
- We evaluated what the competition was using for their websites.
- We did actual geo-located (via proxy server) searches for possible keywords, and we researched the content that garnered the top positions in SERPs.
As with all our SEO campaigns, WSI developed buyer’s personas to identify, not just demographics, but buyer behaviors, determining what are prospective customers’ interests? What kinds of content do they find appealing? What are the motivational factors that would drive them to make such a big investment in their outdoor living spaces? Along with a high degree of visual elements, WSI designed its campaign to provide content that Denver Pergola’s buyer personas will find helpful, interesting, and compelling enough to click through and convert.
The marketing project also includes local elements. While Denver Pergola can and will service the entire Colorado area, their focus is Denver. So, it is important to make certain that all NAP throughout the Internet is correct and accurate.
With such a visual, high-end product, WSI also is utilizing all the possible social channels and off site platforms. We set up various channels to highlight the product as well as provide content relevant to our buyer personas on Google Plus, Blogger, WordPress, Pinterest, Weebly and Tumblr.
In the six months since starting the Denver Pergola Systems campaign, the URL www.denverpergolas.com has reached page one in SERP for a number of high search volume outdoor living industry keywords. For a superior organic SEO approach, contact WSI and discuss the conversion opportunities that await you.
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