OVERHEAD DOOR OF JOLIET
SEO
CASE STUDY
Local SEO strategy boosts visibility, traffic, conversions, and sustained growth through all markets
Overhead Door Company of Joliet (also known as Middleton Overhead Doors) provides products and services ranging from residential garage doors to commercial overhead doors and openers throughout a six-county area southwest of Chicago.
50.7%
Conversion Increase
230 → 312 conversions
14.8%
Traffic Growth
3,691 → 4,237 users
13.6%
Session Increase
4,079 → 4,633 sessions
39.7%
Increase in Contact Submissions
The Challenge
For over four years, we’ve worked with Overhead Door of Joliet on SEO and PPC efforts to increase visibility, generate more leads and support ongoing growth across their broad service area. Our latest strategy focused on expanding their dominance in local search by improving visibility across 27 priority towns, cities and counties in their service area.
The goal was to increase organic traffic and Google Business Profile (GBP) exposure in each of these target locations without dramatically increasing costs.
To accomplish this, we developed a content strategy that prioritized steady, sustainable optimization by focusing on four city pages, one GBP boost and one organic boost per month for nine months.
Strategy Execution
To elevate Overhead Door’s presence in organic search results, we implemented two programs: GBP Boost and Organic Boost. This approach was designed to improve their Google Business Profile visibility and their city-specific organic rankings, respectively.
GBP Boost Strategy:
We deployed a high-impact set of tactics designed to increase GBP visibility in the Local Map Pack and Google Search results:
- GBP-Boosting Support Sites: Built and optimized three Cloud Sites and a Google Site to direct relevance and authority to the company’s GBP listing.
- Google Stack & Cloud Integration: Leveraged Google-owned properties to signal trust and local intent.
- Backlink Factory: Developed a targeted backlink network to support GBP prominence.
- RSI (Rank Signal Injection): Injected real-time engagement and keyword-rich local signals to boost positioning.
Organic Boost Strategy:
This initiative focused on increasing organic visibility of Overhead Door of Joliet’s website, particularly their city pages:
- Support Sites: Built six high-authority Cloud Sites and a Google Site to reinforce city page relevance.
- Google Stack & Cloud Assets: Created trusted assets that signal authority for each target location.
- Backlink Factory & Scrapebox: Delivered backlinks and indexing to improve authority and discoverability.
- RSI (Rank Signal Injection): Distributed keyword-targeted content and engagement signals.
- Platinum Embed & Google Calendar Stack: Enhanced local signals through embedded optimized content and Google property integration.
- Podcast Creation: Produced an introductory episode and setup for local positioning and SEO value.
All work was supported by Surfer SEO-guided content updates on a rotating set of city pages each month, ensuring consistent, focused growth across the entire service area.
The Results
Our strategies had a significant effect over nine months, drastically increasing Middleton’s digital visibility and conversions:
50.7%
Organic Users Increase
From 230 to 312 users
14.8%
Traffic Growth Increase
From 3,691 to 4,237 users
13.6%
Session Increase
From 4,079 to 4,633
39.7%
Increase in Contact Submissions
341.7%
Single Page Views Increase
Page-Level Performance
633.3%
Single Page Views Increase
Page-Level Performance
Thanks to our multi-layered SEO and GBP approach, Overhead Door of Joliet now ranks higher across more locations, receives more qualified traffic and converts more leads — all while maintaining a cost-effective and scalable strategy.
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