ADT Home Security
Securing Local Organic Search Growth Across 200+ Local Markets
Turnkey Local Organic Search Program Maximizes Local Marketing ROI
Locally relevant content leads to increased local authority, higher rankings across more search terms, more organic web traffic, and higher conversion rates.
ADT is a national household name in the home security industry and is constantly looking for new opportunities to connect with consumers seeking home security and automation solutions. ADT was looking for a new strategy to significantly boost their local organic search performance across all their local markets to increase sales and overall company revenue through improved lead generation. MarketSnare provided ADT with the capability to localize the company’s vast marketing assets at scale across hundreds of local markets in order to build local relevance and authority across many local markets. This program included managing local web content, management of business listings to insure consistent and accurate data across all locations, and optimization of local Google Business Profile to improve Map Pack rankings, and management of local SEO to maximize organic search visibility through higher rankings across more search terms.
INCREASE in Local Organic Lead Generation Year 1 to Year 2
Year 1 Return On Investment
REDUCTION in cost per lead for organic search compared to paid search
Local Marketing Objectives
Improved Local Visibility for the #1 Home Security System Provider
ADT’s primary goal working with MarketSnare was to become more local in their marketing so they could look more relevant to both consumers and search engines. Search engines reward businesses in categories with local intent who are deemed credible for the specific topic and relevant to the local market. To do this, ADT needed to strengthen its local online presence for its many local markets across the country. Despite their reputation for excellence in security, they faced the challenge of establishing an effective web presence for each local market that included the necessary unique and locally relevant content to win at the local level, a task made cost-prohibitive by its scale and complexity. ADT partnered with MarketSnare to achieve the following objectives:
- Implement a cost-effective, world-class web solution tailored to each local market
- Expand ADT’s reach through effective lead generation
- Ensure consistent branding and messaging across all local websites
- Build local relevance and authority in hundreds of local markets
- Create and manage a comprehensive search engine optimization strategy to capture a wide net of relevant search topics and local geographic terms
- Improve web traffic conversion rates by becoming more local in marketing
- Lower overall cost per lead by relying more on cost effective local organic search
- Create a turnkey program with centralized oversight of the organization’s web presence to ensure brand consistency and local market performance without adding additional work for ADT marketing teams
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MarketSnare has enabled us to truly become more local in our marketing which has led to far greater performance in organic search and overall conversion rates for our web traffic.
John Goddard
Digital Marketing Manager
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So how did we do it?
The MarketSnare Solution
ADT and MarketSnare collaborated to create a turnkey local website and search engine optimization strategy that leveraged existing ADT content and other marketing assets to create a web presence tailored to each local market.
Implemented a comprehensive search marketing strategy that generated unique, locally relevant content for each service area, supporting ADT’s services and desired visibility. The MarketSnare platform provided the following features and capabilities:
- Centralized control over publishing web content, compliance, and functionality updates for all local websites
- Optimization of Google Business Profiles and management of other local business listings to enhance local authority and relevance in each market
- Local search engine optimization to boost site visibility, increase traffic, and generate leads
- Analytic tools to measure the effectiveness of online and offline marketing efforts across all websites
- Streamlined one-to-many content publishing across the entire network of local sites at scale
Improved local relevance by utilizing local resources including crime maps, first responder information, and weather updates, aligning with Google’s rewarding criteria for providing value to local users.
This turnkey approach ensured that no additional burden was placed on marketing teams. MarketSnare simplifies ongoing program management by utilizing real world local marketing metrics across 1,000s of locations to optimize local search strategies and web traffic conversion rates so the corporate marketing teams can focus on additional priorities.
Maximized return on investment for the program by creating economies of scale through cutting edge use of artificial intelligence and localization technologies to efficiently manage the network of local websites and content Additionally, by targeting additional geographical terms, including regional terms and local suburbs, wider net was cast to capture the most potential consumers searching for services in the area.
MarketSnare’s collaboration with ADT and Secure 24 Security Systems resulted in significant improvements in local marketing effectiveness and lead generation, enabling connection with target audiences efficiently and achieving substantial returns on their marketing investments.