Services: SEO, Sonar

PACIFIC’s Targeting Technology Finds New Markets

Implementing Targeting Technology and Subsequent SEO Strategies Increased Jacuzzi Dealer Lead Volume by 319%.

Jacuzzi is the official worldwide manufacturer of hot tubs, spas, whirlpool baths, bathtubs, toilets, and showers. Its dealer network spans the entire globe, with the largest markets residing in the U.S. and Canada.

Jacuzzi charged PACIFIC with three primary goals: capture prime organic search ranking real estate for key performance markets, unlock geo-targeted organic search visits through location pages, and drive web leads that can potentially convert to foot traffic at dealer showrooms.

PACIFIC´s targeting technology used demographic data, housing type, income data, and dealer information to pinpoint areas (cities, zip codes, neighborhoods) within a given dealer´s radius of ideal targets.

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Strategy

Applying targeting tools and techniques identified new pockets of opportunity through understanding the nuances of a location and how consumers search locally. Once these pockets were measured, a traditional SEO campaign focusing on highly localized content was created.

Implementation

The combination of topographical and demographic data identified that the Houston suburb of Dickenson was underserving the Houston MSA. PACIFIC´s search optimizations connected the Dickenson market to Houston through locally relevant content creation and external content portfolio development.

 

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